Can young viewers tell the difference between advertisements and product reviews on the popular YouTube channel Ryan ToysReview?

The watchdog group Truth in Advertising says no. On Wednesday it filed a complaint with the Federal Trade Commission, accusing the channel’s administrators of deceiving children through “sponsored videos that often have the look and feel of organic content.”

Hosted by Ryan Kaji, the 7-year-old son of Shion Kaji and Loan Kaji, and billed as a channel dedicated to “toy reviews for kids by a kid,” Ryan ToysReview has built an audience of 21 million subscribers since it started in 2015. In video after video, the host tries out new toys, usually with enthusiasm. The channel has racked up more than 30 billion views.

Nearly 90 percent of the Ryan ToysReview videos have included at least one paid product recommendation aimed at preschoolers, a group too young to distinguish between a commercial and a review, Truth in Advertising argued in its complaint. The channel’s sponsors have included Walmart, Hasbro, Netflix, Chuck E. Cheese and Nickelodeon, according to Truth in Advertising.