With less than 100 days to go before the London Olympics, several advertising campaigns with sponsors who represent fast-food brands have raised the precupacion of specialists who have expressed concern for the possible effect of the ads of Londoners towards obesity fast food. Professor Nilli Lavie, of the Institute of cognitive neuroscience at University College London fears that certain ads from television during the Olympic Games could have a subliminal impact on viewers, attracting them to the bad fast food which are linked to the current pandemic of obesity throughout the country. Observe the events of the Olympic Games of London not distract viewers full of fast food ads, pointed out by Lavie, warning that the brain will still process the information despite the little conscious attention. In view of the alarming figures for obesity in the country, the consequences of this impact imperceptible could be of concern for health authorities, he has pointed out. Ads are only seen very briefly, but in some circumstances this viewer is subjected to subliminal processing. This means that the Viewer is not free to choose what information to process, explained, adding that peripheral vision of an individual can record ads even when you are attentive only to Olympic Games Sports actions. The spokesman of the Royal Academy of medical sciences, Professor Terence Stephenson, colleges said main Olympic as Cadbury, McDonald and Coca-Cola sponsors must moderate their ads in the interest of young consumers. Millions of people go to see an association between these brands and successful athletes. Companies would not spend all this money to sponsor the games if they believed not to increase your sales, pointed out Professor Stephenson.