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Websites and texts tempting kids to unhealthy food

16/07/2008

Some food companies are taking advantage of new technology to attract children to their brands, consumer watchdog Which? claimed today.

Its report says that social networking sites such as Facebook and Bebo, text messaging competitions and viral promotions are just some of the new mediums companies use to influence children.

Some companies are also said to still use traditional marketing techniques like cartoon characters, film tie-ins, celebrity endorsements and free gifts.

The Which? report - Food Fables - says that there have been notable improvements but calls for all food companies to take a more responsible approach to marketing.

It found that online activity was prominent, with food companies utilising popular websites such as Bebo, Facebook, You Tube and ClubdTV to reach children.

Sue Davies, chief policy adviser at Which?, said: "We're not against treats and we're not against marketing, but we are against irresponsible company practices and hollow company commitments. You just have to walk around any supermarket to see the wealth of cartoon characters persuading children to pick the less healthy option.

"Tackling the obesity problem demands action in many areas to make healthy choices easier. It's time all food companies started to fully play their part and focused their vast array of creative and persuasive marketing techniques on selling healthier foods to children instead of less healthy ones."

The Food and Drink Federation (FDF) has dismissed the report, saying it "lacks any real substance, is very subjective and paints a misleading picture of what is actually happening".

"Which? also fails to acknowledge the fact that the UK now has some of the strictest advertising regulations in the world, within which food companies are clearly operating to both the spirit and the letter of the law," added Julian Hunt, FDF director of communications.

"Our members are going even further than these rules - introducing voluntary measures that are radically changing the marketing landscape here in the UK.

"On top of these changes, we are making a real difference to the health of the nation through our efforts to improve product recipes, develop healthier options and introduce clearer nutrition labelling."