Some of the world’s leading food manufacturers have begun marketing to children on social networking websites and internet chat rooms.
Since new rules imposed by the British media regulator Ofcom made it difficult to advertise during children’s television programmes, brands such as McDonald’s, Starburst, Haribo and Skittles are using the internet to target British children.
At the beginning of July, the sweet brand Skittles paid a six-figure sum to set up a profile on the social networking site Bebo.com, which has already been viewed more than 50 000 times and attracted more than 3 500 “friends”. A Bebo spokesperson described these “friends” as “brand ambassadors”. Bebo users have to declare they are at least 13, but it is known that much younger children use the site.
Such practices have raised concerns among British MPs, who said recently that the government’s clampdown on advertising “junk food” on children’s television failed because it allowed brands to simply divert their budgets online.
In response to the findings, the UK department of health said it had already expressed concern to food and drink manufacturers about these practices and was “monitoring closely the change in the nature and balance of food advertising”.
Although the UK Advertising Standards Authority’s code of conduct was recently extended to include online marketing to children, it has left open a loophole that many brands exploit: anything classed as “editorial” is exempt from the ASA code. Editorial includes anything on a brand’s own website, which is why the McDonald’s site can feature a Kids Zone section.
McDonald’s chief marketing officer for northern Europe, Jill McDonald, admitted the company did not need to advertise to children to make a profit, but said it was using its marketing as a force for good.
Since April 1 this year TV adverts for brands classed as being high in fat, salt or sugar have been banned in the UK in or around programmes made for children, or which are likely to appeal to children aged four to nine. This will be extended to programmes aimed at four to 15-year-olds from January next year.
Social networking sites are used by more than 70% of young internet users and 41% of UK adult users, Ofcom said. – Â