uk: Food manufacturers target children on internet after regulator’s TV advertising clampdown

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.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.
http://lifeandhealth.guardian.co.uk/food/story/0,,2138178,00.htmlAlso see:
We are coming for your children
Commercials for junk food are being banned on children’s television. For campaigners, this is just the first victory in a war against advertising to youngsters. But those whose job it is to sell sweets, toys and fizzy drinks will not give up without a fight. The Guardian joins them as they move into a new battlefield – the internet.
http://www.guardian.co.uk/g2/story/0,,2138070,00.html

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