Big companies stand accused of selling junk food to children behind their parents’ backs with a variety of “underhand” tricks, despite claiming only to use responsible marketing methods.
A report yesterday from the consumer organisation Which? found that a dozen multinationals had been using up to 20 different marketing ploys to push unhealthy products. Some companies bypassed parental control by using new technology such as viral marketing campaigns which encourage children to e-mail each other cartoons or spoof adverts with a brand message. Others offered free toys or ran promotional tie-ins with popular children’s films.
For six months this year, researchers monitored the marketing practices of 12 companies: Coca-Cola, Kraft, Cadbury Schweppes, Kellogg’s, Burger King, KFC, McDonald’s, Haribo, Nestlé, Masterfoods, Weetabix and Pepsico.
Although the companies stated publicly that they carefully targeted adult customers, Which? found that promotions for sugary, fatty or salty food included “educational” worksheets on chocolate, and competition prizes that appealed to primary school children.
Although Coca-Cola said it did not advertise any of its products to under-12s, Which? found the company ran special promotional packs of the sugary drink Capri-Sunto coincide with the launch of the children’s animated film Ice Age 2. Sponsorship of the football World Cup and a website featuring Wayne Rooney enhanced Coke’s appeal to the young.
Interviews by Which? with 50 children aged between five and 15 established that the marketing had made a strong impression. Children associated Coca-Cola with the positive image of the World Cup. “They’re linked together, they stay together,” said one child, aged five. &#