A report by the Food Commission, published in Food Magazine, accuses brands like Panda Pop, Nesquik and Frosties of using methods that wouldn't be allowed on TV or posters.
It says games and competitions are being used to entice children into direct relationships with food advertisers, and they are required to supply their names and addresses; a practice not permitted in above-the-line ad campaigns.
As food brands come under pressure to market more ethically to kids, the web is gaining a reputation as a lawless zone and suspicion is growing that brands are using it to get under the radar of regulatory bodies.
In January, Kraft, Coca-Cola and McDonalds announced a strategy to cut the level of junk food they market to kids, and other brands are making an effort to push a healthier image.
Joanne Scott, corporate affairs director at Kraft, says its site is aimed only at parents: "Speaking for the UK business, we don't have any web communication aimed at children. We don't do any advertising or marketing to children under six. In the 6-11 age group, only products that meet our nutritional criteria are advertised in children's airtime and at the moment we aren't doing any."
Yet, campaigners argue that no body exists to police the content of online ad campaigns, particularly sites.
Jeanette Longfield, co-ordinator of Sustain, which backs a ban on junk food marketing to children, explains: "When it comes to the web, every time we complain to the Advertising Standards Authority (ASA), it says 'it's nothing to do with us guv'. Ofcom, the broadcast regulator, says it's nothing to do with them. In effect, (brands) can say what they like on the web, which is scandalous."
No remit
Ofcom communications manager Julie McCatty says: "Ofcom is a communications regulator with responsibility for broadcasters of this issue. We have no remit for internet content."
Web sites are also outside the control of the ASA since it only covers 'paid-for advertising content'.
That includes online banners, pop-ups, promotions and commercial emails - not site content. ASA spokesperson Donna Mitchell only says: "Marketing aimed at children should not make children feel they lack courage, duty or loyalty by not buying a product."
The Food and Drinks Federation represents the UK manufacturing industry, while the Food Advertising Unit (FAU), an information and research body, covers food advertising to children. Both told Revolution that web content falls outside their remit. Indeed, Jeremy Preston, director of the FAU, notes: "It's an area that does not seem to have ownership with anyone."
Yet, ISBA (the Incorporated Society of British Advertisers), believes food firms are already making improvements, and a spokesperson argues: "It is no surprise that the Food Commission is coming up with yet again another single-minded attack on marketing communications.
"The companies do take their responsibility seriously and are very aware of ongoing debates around food advertising to children. There have been radical developments in terms of what companies are doing, not just in terms of web sites but with whole product ranges," he adds.
For example, he says McDonald's has changed its menu and "you can get carrot sticks now". He adds: "We are working with CAP (Committee of Advertising Practice) to look at the rules surrounding advertising of food and soft drinks on the internet, particularly to children. At the moment we are working with Ofcom and other regulatory bodies to see how we can help to be part of the solution."
Despite the Food Commission report, Nestle insists it takes a careful approach. "Advertising to children should be responsible and meet the highest possible ethical standards," a spokesperson says. The firm has created an internal system, called the Nestle Consumer Communication Principles, to ensure ethical marketing to young audiences.
Strict principles
"These guidelines provide detailed directives on how to communicate with children and are among the strictest in the industry. Nestle consumer communications must adhere to these principles. They stipulate that ads, including online, must encourage moderation, not generate unrealistic expectations of popularity or success, not undermine parental authority and must not depict characters in adjacent programmes," he adds.
The Food Commission report criticised Frosties for an online game that requires players to move cartoon athletes around and pick up packets of the cereal to boost energy. Kellogg's responds: "The majority of our web site games, including the 'Earn Your Stripes' game, reinforces the importance of balancing energy intake and energy output, while being entertained."
Chris Ambler, managing director of Chewitts' agency, WARL Evolution, says the Food Commission's research refers to part of an old site, which has since been relaunched. The game is not on the current site (www. chewitts.co.uk).
"The Chew2win campaign is part of an integrated interactive, TV and promotional campaign with genuine cross-age appeal," he adds.
If the Food Commission report is anything to go by, self-regulation is failing. But The Department of Health says time is running out for brands that fail to encourage healthy eating, especially among children.
A spokesperson says: "Restricting junk-food advertising is on a voluntary basis initially. However, if there is no change by early 2007, we will take action through existing powers or new legislation to regulate the promotion of food to children."
FOOD COMMISSION FINDINGS, PUBLISHED IN 'FOOD MAGAZINE'
- Bubbilicious.com offers downloadable voice-activated software, where a basketball player obeys instructions, but kids need to buy the product to get the access codes. It is influential as a girl says yes to a boy for a date.
- Magic-kinder.com requires users to buy a chocolate egg to obtain a Magicode, which lets them play online games and download 'surprises'.
- Smarties.co.uk offers football stickers in return for Smarties packets.
- Sour Patch's site (www.sourpatchkids.com) asks children to check each month for product-related events.
- Nesquik.co.uk's game gets players to collect Nesquik packets from a tree.
- Frosties.co.uk's game has players pick up Frosties to boost their energy.
- Chewits' (www.chewits.co.uk) and Jelly Belly's (www.jellybelly-uk.com) site games ask users to guide characters to eat as many sweets as possible.
- Chupa Chups (www.chupachupsgroup.com) encourages users to buy lollies 'because they are good for you' and they are described as a tasty way to give your brain a boost.
- Skittles (www.skittles.com) rewards visitors who have bought packets of sweets with Star Wars prizes if they find a winning number in the packet.
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