An exploratory study is conducted by means of a content analysis of 304 videos, with 12 variables grouped into 2 categories: prevalence of ultra_processed vs healthy products in advertising, and marketing style. The results reveal marked differences in practices between brands and child YouTubers, along with the rise of hybrid media forms. The conclusions highlight the absence of advertising warnings in content targeting children. Changes are recommended to increase the responsibility assumed by these media spaces that exert such a huge influence on an audience as vulnerable as children.