Junk food giants criticised for targeting children online - Telegraph.co.uk

Nesquik's site for their chocolate drink offers an animated bunny characters, and quizzes, with links to a Facebook page, while Cadbury's Buttons offers puzzles and activities and children's bespoke books – despite asking users to state that they are over the age of 18.

All four products cannot be advertised during children's television, because of restrictions on foods high in fat, salt or sugar.

Charlie Powell, Campaigns Director for the Children's Food Campaign, a lobby group promoting healthy eating, said: "Companies are shamelessly exploiting gaps in marketing regulations by targeting children online with promotions for junk foods that cannot be advertised during children's TV."

In failing to protect children from online junk food marketing, the Government was demonstrating complacency, when action was needed to help reverse unacceptable levels of obesity in the UK.

New figures published last week showed one in three children is obese or overweight by the time they leave primary school.

A report published by Ofcom found that more than eight in children aged between five and 15 use the internet at home.

Mubeen Bhutta, Policy Manager at the BHF accused junk food manufacturers of behaving "like wolves in sheep's clothing".

She said: "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 ten children behind their parents' backs."

The charity is calling for consistent advertising regulations across all forms of media.

Rules on non-broadcast advertising say communications should not condone or encourage poor nutritional habits or an unhealthy lifestyle, and were revised earlier this year to cover online material, but do not restrict which foods can be promoted.

The Food and Drink Federation, which represents hundreds of manufacturers, including Cadbury and Nestle, hit back at the accusations and said parents would be "extremely offended" by the idea they could not control their children's internet use.

Director of Communications Terry Jones accused the report's authors of being "highly selective" in the information they presented in order to make their attack.

He said: "They have highlighted aspects of our members' online marketing that support their agenda but consciously ignored the many other positive aspects that demonstrate the industry's responsible approach.

"For example, the sites are clearly branded, there is no attempt to mislead consumers and parental interaction is encouraged."

Mr Jones said the campaigners were "implying that parents are incapable of managing their child's social media experiences and diet and can only be brought to heel by limiting their internet viewing. Most parents will find this extremely offensive."

A spokesperson for Cheestrings said the company firmly believed in responsible marketing, and that their product provided a rich source of calcium for children.

Honey Monster Foods, which makes Sugar Puffs, declined to comment.