NEWS TARGETING CHILDREN JULY 2007

FOOD MANUFACTURERS TARGET CHILDREN ON THE WWW. July, 2007

According to The Guardian, some of the world's leading food manufacturer's have begun marketing their products to children using social networking sites and internet chat programmes. Brands such as MacDonald's and Starburst are using the internet to target children now that new rules have made it difficult to advertise during children's television viewing hours.

This strategy has caused concern among MPs, who said the government's clampdown on "junk food" advertising on television was failing because manufacturer's were diverting their efforts to the internet. In response to findings published in The Guardian (July 31, 2007), the Dept. of Health said it had already expressed its concerns to food and drink manufacturers and advertisers and was "closely monitoring the change in the nature and balance of food advertising".

Advertising to children on the internet is, according to The Guardian report, a largely unregulated area, not covered by the authority of the media regulator Ofcom, and although the Advertising Standards Authority's code of conduct extends to include online marketing to children, anything classed as "editorial" is excempt from the ASA rules, thus allowing a loophole that many brands exploit.

Since April of 2007, advertising for brand products classed as huigh in fat, salt and sugar have been banned in, or around, programmes made for children, or which are likely to appeal to children aged between four to nine. (Extended to programmes aimed at 4 to 15 year olds in January 2008). Social networking sites are used by more than 70% of young internet users.

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