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Junk Food Companies Exploit Web Loophole

Posted on: Wednesday, 12 October 2005, 12:00 CDT

JUNK food companies are using a variety of manipulative marketing techniques to target children over the internet, according to a survey published yesterday.

Subject to none of the voluntary codes of practice governed by the Advertising Standards Authority (ASA), websites use methods banned in print and broadcast advertising, a study for Food Magazine found.

The ASA refuses to rule on complaints about websites.

The majority of such sites promote high fat, high sugar and high salt foods.

Brands include Kinder Surprise, Chupa Chups lollies, Bubblicious bubble gum, Panda Pops fizzy drinks, Nesquik flavoured milk drink and Frosties sugared cereal, according to Food Magazine.

In order to lure children into buying products, sites use a variety of techniques.

Some offer free downloadable ringtones if children make a purchase, and others encourage repeat visits through daily competitions or by exploiting children&s insecurities.

Websites can also claim its products are good for you$ even if this cannot be proved. Such health claims would be banned from television advertising.

Jeanette Longfield, co-ordinator of campaign organisation Sustain, is calling for a ban on junk food marketing to children.

She said: Websites targeted at children often use some of the most insidious and manipulative marketing techniques such as dubious health claims and marketing techniques that tell a child they will be more popular or attractive if they buy sweets.

This kind of marketing flies under the radar of parental control and undermines efforts to teach children about good healthy food.$

In comparison to television adverts, websites are cheap to create. Once posted, they can remain online for months without the repeat fees associated with broadcast advertising.

And children can log on all over the world to receive information about global brands.

The survey was conducted in June/July 2005 in support of the campaign for a Children&s Food Bill for legislation to improve children&s food and to ban the marketing of unhealthy food to children.

Source: Belfast News Letter, The

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