|
|
Consumers International: New media, same old tricks - junk food websites are getting kids hooked
(M2 PressWIRE Via Acquire Media NewsEdge)
RDATE:15032009
* New report finds junk food companies still enticing children online
* Own-brand website promotions question industry commitments to
reducing junk food marketing
* Small print warnings and 'Hey Kids. This is advertising!' - a poor
attempt to meet parents' concerns.
Multinational food and soft drink companies are using their own
websites to promote unhealthy foods to children potentially as young as
four, so says Consumers International (CI).
In the face of global criticism about traditional junk food advertising
to kids, household names such as Kellogg's, KFC, McDonald's, and Nestle
are attracting children online with Internet clubs, interactive games,
and MySpace-style sites. Parents are also targeted with reassuring
messages about the educational value of online games, web safety
information and promotional coupons.
Companies have paid lip service to their stated commitments to restrict
marketing to children by including friendly warnings on some of their
child-focused sites. McDonald's, for instance, uses the term 'Hey Kids.
This is advertising!' on some of its games pages. Others such as Mars
and Kellogg's have small print warnings.
The findings are published in a new CI report, New Media, Same Old
Tricks, released for World Consumer Rights Day, 15 March. The study
looked at the national and international websites of the top 10 food
and drink companies by advertising spend to assess the methods used to
promote unhealthy food and drink to children under 16. The key findings
include:
Companies are using their own websites to market junk food
* Site design that clearly appeals to under 12s
* Free branded screensavers and wallpapers of popular characters and
celebrities
* Branded games, competitions and profile avatars
* Capturing of kids details through registration for online clubs
Examples include:
* McDonald's macworld.com allows children as young as four to register
for free games and promotions.
* Registration on pepsi.com requests detailed information about
children's soft-drink intake and other hobbies
* A nesquik.com 'Kids section' of branded games and downloads
* Nestle's milkybar.co.uk encourages parents to play its online games
with their children
On 15 March, World Consumer Rights Day, consumer groups will be taking
action as part of CI's campaign against the marketing of junk food to
children. CI has proposed an International code on the marketing of
food and non-alcoholic beverages to children to the World Health
Organization as part of the WHO public consultation, to commence later
this month. CI's recommendations for an international code target the
marketing of foods that are high in fat, sugar and salt to children up
to 16 years old. Its demands include:
* A ban on radio or TV adverts promoting unhealthy food between 06.00
and 21.00.
* No marketing of unhealthy food to children using new media (such as
websites, social networking sites and text messaging).
* No promotion of unhealthy food in schools.
* No inclusion of free gifts, toys or collectible items, which appeal
to children to promote unhealthy foods.
* No use of celebrities, cartoon characters, competitions or free gifts
to market unhealthy food.
Justin Macmullan, Head of Campaigns at Consumers International, said:
"In many countries kids already spend more time on the internet than
watching TV. That's why it's vital we have mandatory regulations that
restrict junk food companies from using new media to perform the same
old marketing tricks on our children. "
Note to Editors
1. Consumers International (CI) is the only independent global
campaigning voice for consumers. With over 220 member organisations in
115 countries, we are building a powerful international consumer
movement to help protect and empower consumers everywhere. For more
information, visit www.consumersinternational.org
<http://www.consumersinternational.org/>
2. CI is campaigning for an end to the marketing of unhealthy food and
drink to children. A key aim of the campaign is the WHO adoption of the
recommendations of the CI Code, as part of its current consultation
process. More can be found on the CI Campaign site,
www.junkfoodgeneration.org <http://www.junkfoodgeneration.org/>
3. World Consumer Rights Day is an international day of action and
awareness, observed by consumer organisations and civil rights groups
around the world. 15 March marks the day President John F. Kennedy told
the US congress: 'Consumers by definition, include us all. They are the
largest economic group, affecting and affected by almost every public
and private economic decision. Yet they are the only important group...
whose views are often not heard.'
CONTACT: Luke Upchurch, Head of Media, Consumers International
Tel: +44 (0)20 7226 6663 ext: 208
Tel: +44 (0)788 7677 930
WWW: http://www.consumersinternational.org
((M2 Communications Ltd disclaims all liability for information
provided within M2 PressWIRE. Data supplied by named party/parties.
Further information on M2 PressWIRE can be obtained at
http://www.presswire.net on the world wide web. Inquiries to
info@m2.com)).
Copyright ? 2009 M2 Communications Ltd.
[ Back To TMCnet.com's Homepage ]
|
|
|
|
TMCnet LOGIN
Webinars
