Food Companies Go Online to Reach Children
Just a year ago, eleven companies responsible for roughly two-thirds of all advertising directed at kids told the Federal Trade Commission (FTC) that they would limit the number and types of advertising each runs on programming (television, radio, print and online) catering to children 12 and younger. RetailWire contributors, not surprisingly, were pleased that companies were taking the initiative rather than having to be regulated.
Similar assurances were given in the U.K. where television advertising for food high in fat, sugar and salt was, in fact, banned in January. But a new report from Which? (formerly the Consumers' Association) detailed the ways in which children are still being targeted through ads, games, competitions and other product-related online material. Branded, gaming and social networking websites are used along with sponsored mobile phone competitions. Cartoon characters, film tie-ins and celebrity endorsements are difficult to ignore.
Reporting the story, The Independent pointed out that "although Britain has some of the toughest laws regulating when and how companies can advertise their products to children, branded websites are free to run any content, such as games and promotions appealing to children, as they are classified as editorial content."
Responding to the Which? accusations, the Food and Drink Federation issued a statement calling the watchdog group's report "sloppy" and said that it "lacks any real substance, is very subjective and paints a misleading picture of what is actually happening." Director of communications, Julian Hunt, added that food companies operate within both the spirit and letter of the law, often "going even further than the rules - introducing voluntary measures that are radically changing the marketing landscape here in the U.K. 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 labeling."
A spokesman for the Department of Health said, however, "If we do not see significant progress in the nature and balance of food promotion, then we will look at how we can make faster progress."
Discussion question: Are food marketers in the U.S. restricting ads and promotions targeted to children via the internet and/or mobile devices to the same degree as in other media? How confident are you that food companies will demonstrate the necessary self-control to avoid government intervention?