Adult’s brand attitudes can be uncontrollably influenced by simple pairings with other affective stimuli, in what are known as uncontrolled evaluative conditioning (EC) effects. This raises a pertinent concern about the extent to which children might be especially vulnerable to uncontrolled persuasive effects of advertising. While research has been proliferating on the development of children’s advertising literacy, little is known about the extent to which this really protects children from undesired advertising influences. Hence, the current research investigates how uncontrolled and controlled EC effects develop in children. We offer the most comprehensive study on this topic to date with new improved paradigms suitable to be tested on children from the age of six. Three experimental studies confirm the presence of both controlled and uncontrolled EC effects in primary school children. Children are less able to exert control compared to young adults. Uncontrolled EC effects, however, quickly reach the same strength as in young adults. Yet, the youngest children might be immune to uncontrolled effects of EC, possibly because their lower order associative learning brain systems have been insufficiently developed. Overarching, we recommend a stricter regulation and gradually adding advertising controllability trainings to the primary school curriculum.