Curbs call over unhealthy food

7:00am Saturday 19th July 2008

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FOOD companies are still not doing enough to curb their marketing of unhealthy food to children, despite 88 per cent of consumers thinking they should be more responsible, according to Which?

Social networking sites, text messaging competitions and viral promotions are just some of the new mediums companies are using to influence 21st century children, says the consumer campaigning organisation.

Some of those who have introduced policies committing to stop marketing to children under 12 persist in targeting youngsters through traditional techniques like cartoon characters, film tie-ins, celebrity endorsements and fun freebies, proving their pledges lack bite, adds Which?

Its latest report Food Fables – the second sitting, published this week, reveals that although there are notable improvements from some, such as Weetabix and Kentucky Fried Chicken, many major food companies are taking advantage of lax regulations and are still using irresponsible approaches to negatively influence children’s food choices.

The rise in mobile marketing saw Kellogg’s ring the changes by encouraging people to text to receive a free ringtone as part of their zookeeper competition on high sugar cereals.

Coca Cola also introduced a Fanta branded mobile phone game, sent to all entrants of the Want it, Win it competition.

Online activity was prominent, with food companies utilising popular websites such as BEBO, Facebook, You Tube and ClubdTV to reach children in their masses.

Cadbury websites included links to child-focused games and competitions and Mars and Pepsico developed more sophisticated “cool” brand sites, often linking promotions with popular social networking sites.

Sue Davies, chief policy adviser, Which? said: “We’re not against treats and we’re not against marketing but we are against irresponsible company practices and hollow company commitments.

“You just have to walk around any supermarket to see the wealth of cartoon characters persuading children to pick the less healthy option.

“Tackling the obesity problem demands action in many areas to make healthy choices easier. It’s time all food companies started to fully play their part and focused their vast array of creative and persuasive marketing techniques on selling healthier foods to children instead of less healthy ones.”