We previously blogged about how fast food adverts on TV increases kid’s cravings and before that, fast food adverts aimed at children had been banned during children’s TV programmes.

However, food companies including Cadbury, Kellogg’s, Nesquik, and Rowntree has set up websites with cartoon characters, games and videos, which are obviously aimed at children.

Researchers say how these companies are using social networking sites such as Twitter and Facebook, and also by emailing children directly, to contact them.

While the government had become complacent, junk food companies were acting like “wolves in sheep’s clothing”, the researchers has warned.

Ministers have previously been criticised by doctors, as they allowed food companies to sit on committees to formulate policy on public health matters.

Unhealthy TV adverts cannot be advertised during children’s programmes, but rules do not apply online.
The report, from the British Heart Foundation (BHF) and the Children’s Food Campaign (CFC), calls for stricter rules.

The report stated that fast food companies use techniques which many children do not identify them as advertising.

It said, “Companies are exploiting gaps in the regulations to target children online with promotions for products that cannot be advertised on children’s television.

“As a result, children continue to be swamped with commercial messages with one purpose: to persuade them to consume unhealthy products.”

The researchers found that Facebook allows kids to influence each other, as they can ‘like’ a page which leads to subtle messages that various products are fashionable.

Researchers behind the report also signed up to the Sugar Puffs website and received emails every week over a 3 month period. They were also able to send branded e-cards to friends.

Children who used the website were asked to see permission from their parents if they were under 16 years old, but only had to ticket the ‘verify’ box to continue.

Policy manager at the BHF, Mubeen Bhutta, said, “Like wolves in sheep’s clothing, junk food manufacturers are preying on children and targeting them with fun and games they know will hold their attention.

“Regulation protects our children from these cynical marketing tactics while they’re watching their favourite children’s TV programmes but there is no protection when they’re online.

“The marketeers must be rubbing their hands with glee because this loophole gives them carte blanche to reach eight in 10 children behind their parents’ backs.”

Paul Wheeler, from Kellogg’s, said, “It is absolute rubbish to say Krave’s digital marketing is aimed at kids as you need to be 17 to follow Krave on Facebook, play the Krave game and take part in our Krave vote.

“And only people 16 or over can sign up to the Krave newsletter.

“The report’s authors would have discovered this if they’d bothered to check their facts with us.”

Doctors, parents and other people in the food industry who do not support junk food like healthy restaurants, commercial restaurant insurance providers and various suppliers are backing up the report and the BHF and CFC.

A spokesperson from the Department for Culture Media and Sport said, “Most online space has been covered by advertising codes for some time, but in 2010 the Committee of Advertising Practice extended online protections further.

“Regulations now cover promotional activity by companies on their own websites, on social networking sites and the use of adver-games and user-generated content.”