The British Heart Foundation has found in a study that more than two-thirds of children do not consider fast food to be a treat these days.
During the poll, 82 per cent of the 500 youngsters questioned said that they did not think of crisps as anything special, while more than half did not consider sweets a treat.
The charity, which wants that the government to ban the marketing of junk food to children, claims that adverts for such items skews children's idea of what normal food is.
"The infestation of artery-clogging foods that make up our children's everyday diets is putting their hearts and long-term health at risk," the BBC quoted BHF Director of Prevention and Care, Dr Mike Knapton, as saying.
The BHF feels that all junk food advertisements should be banned before the 9pm watershed, when most children watch television.
It also desires a reduction in the internet presence of food and drink firms.
However, the Food and Drink Federation, which represents the industry in the UK, said that British firms were a world leader in reformulating products and that they were offering consumers healthier choices.
"When it comes to marketing, the UK already has some of the strictest rules in Europe - thanks to a combination of regulation and voluntary action covering TV and non-broadcast marketing," said Federation spokesman Julian Hunt