October 25th, 2008
Concerned about kids being programed to eat unhealthy snack foods, the United Kingdom’s Ofcom, its communications regulator, in January, banned snack food companies from advertising to children on television. However, the companies who make such snacks as Mars chocolate bars and Pepsi and Coke have proven they understand how powerful the Internet can be.
A study by Which?, a consumer group, showed that the top 20 websites that snack food manufactuerers advertise on are among the favourite of young people. These include such sites as YouTube, MySpace, Bebo and Facebook. For example, the Times Online website reported that Mars has a MySpace page, which has featured a contest where people can win a month’s supply of chocolate. To answer the obvious question, no - I do not know how much a month’s supply of chocolate really is!
The Food and Drink Federation, which represents some of the biggest companies, is reportedly sceptical of the study. A statement from the group indicated its belief that Interent advertising is less popular than ads on TV. However, a Which? poll showed 84 per cent of adults want restrictions that would stop advertisers from targeting young people online.
Just a little snack for thought.
Robin