New tactics for children's food ads

Wednesday, 27 April 2005 12:00 AM

Food advertisers have begun to develop new methods of advertising to children in the face of criticism of television advertising.

That is the conclusion of the Food Commission which says food manufacturers are increasingly trying to reach children through entertainment.

Many sugary and salty breakfast cereals, sweets, chocolate and fast food are promoted through storybooks, educational materials, interactive websites, toys and games, it is reported in the Food Magazine.

Introducing brands and products to children's play and reading is an "advertiser's dream situation", according to report author Kath Dalmeny, who explains this is when children are most receptive to learning and suggestion.

"By linking food brands to games and books, companies get children to have fun, but the children are also advertising fatty, salty and sugary products to themselves", she says

"The companies hope children will build up positive - even lifelong - associations with the food brands."

The report cites a branded Cheerios book that encourages young readers to place pieces of the Nestle cereal into specially cut holes on the page. Mars is criticised for using a similar technique to promote M&M sweets, in basic arithmetic books.

Kellogg's Tigercathlon website is also highlighted for its Frosties game where children race carton characters around a virtual stadium, generating 'power' by collecting packets of Frosties.

And McDonald's is criticised in the report for licensing fast food toys such as McDonald's play cash registers, toy burgers, fries and plastic chicken nuggets.

Last November the Government warned that unless food manufacturers took a more responsible approach to advertising to children, regulation may be introduced.

But the Food Commission, which publishes the Food Magazine, has expressed concern that manufacturers may fail to tackle the way in which marketing causes children to develop a taste for fatty, salty and sugary foods.

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