Food manufacturers target children on internet after regulator's TV advertising clampdown

[demoleft]

Interesting report in The Guardian, 31 July 2007, here: http://lifeandhealth.guardian.co.uk/food/story/0,,2138178,00.html

Thrown out of TV, "Some of the world's leading food manufacturers have begun marketing to children on social networking websites and internet chat programs."

"Brands such as McDonald's, Starburst, Haribo and Skittles are using the internet to target children now that new rules from the media regulator Ofcom have made it difficult to advertise during children's television."

It's free market - on-line. It's globalization at its worst. It's profiting on children's defenseless imagination.
It's parents' lack of control. It's all about money.

"At the beginning of July, the sweet brand Skittles paid a six-figure sum to set up a profile on the social networking site Bebo which has already been viewed more than 50,000 times and attracted more than 3,500 "friends". In an interview with the Guardian, a Bebo spokesman described these "friends" as "brand ambassadors". Bebo users have to declare they are at least 13, but it is known that much younger children do use the site."

"McDonald's chief marketing officer for northern Europe, Jill McDonald, admitted to the Guardian that the company did not need to advertise to children to make a profit, but said it was using its marketing as a force for good."

Social network being on the rise everywhere in the world (eMarketer reports), charming Companies find an easy way to create "buddy" communities in which their logo is always in the spotlight - should one ever forget what the whole thing's about.

Happy Times for you all, brands on the internet at all levels.
Will there be an end? That day I'll be there to enjoy your losses.

(But I think I won't last that long.)

[madfloridian]

1. I did not realize they were regulated on TV

"Since April 1 this year, adverts for brands classed as being high in fat, salt or sugar have been banned in or around programmes made for children, or which are likely to appeal to children aged four to nine. This will be extended to programmes aimed at four- to 15-year-olds from January next year. Social-networking sites are used by more than 70% of young internet users and 41% of UK adult users, Ofcom said."

Did you hear that there is talk in the US of making being fat a problem with getting insurance.

I sure have a lot of mixed feelings about this kind of regulation. Does it bother you?

See, now they will have to start regulating the internet to stop them. One thing leads to another.

[demoleft]

2. "Topping the EU Fat Stats, Germany Plans Anti-Obesity Drive"

As to fat children and related risks, Germany has decided for government initiative.
The title is from dw-world.de. The article: http://www.dw-world.de/dw/article/0,2144,2449356,00.html

"After a new study showed that Germans are fatter than other Europeans, Germany's minister for food and agriculture is campaigning for better nutrition and restrictions on the advertising of sugar-laden foods."

"The food industry also came in for criticism. Renate Künast, former agriculture minister and now the head of the Green party's parliamentary group, said new rules on advertising are needed as well as labeling guidelines that clearly indicate the content of foods and snacks. "

"The AOK health insurance company, one of Germany's largest, called the study "alarming," primarily because so many children and youth were affected."

The target of criticism? The usual well-known companies. The problem? Individual and social.

[NeedleCast]

3. If More Parents Would Say "No" This Wouldn't Be An Issue

Most children under age 16 have very little purchasing power compared to your average adult, so I'd have to think these ad's are geared towards getting kids to go say "Mom (or Dad) can we go to McDonalds (or buy me a bag of skittles, etc.)?"

I dunno, I'm not sure I really have a big problem with this. I know that the occasional bag of Skittles or McBurger isn't going to cause instant death, or likely any health issues if consumed in small quantities. If your kid is bugging you to take them to Micky-D's every day, just say no?

[demoleft]

4. More parents should say no but this would remain an issue.

Indeed the children have the possibility to buy unhealthy food once or more a day with their own change.
It's just some cents purchase.

You're right in pointing at the parent's role.
But to behave like this, with marketing strategies like communities creation and the use of words like "friends", "buddy" that aim to personal feelings and instinctive faith in so young people - to behave like this with children looks more predatory than liberal to me.

And that's an issue!

[The2ndWheel]

5. The game continues

Corporation finds A. Government regulates A. Corporation finds way around A to B. Government regulates B. Corporation finds way around B to C. Government regulates C.

It's a dog chasing its own tail. We The People are basically the tics on the dogs back. Better yet, the poop on the carpet.