Ad watchdog ‘toothless’ online

The companies behind so-called junk food brands are laughing in the face of the ad watchdog by continuing to aggressively target kids online, according to a new report which claims many serial offenders are going unpunished.
The Children’s Food Campaign has called on the Government to introduce statutory regulation to close loopholes allowing ads that are banned from children’s TV to be shown on brands’ own “child-friendly” websites.
The campaign, which is supported by the British Medical Association, Diabetes UK and the National Obesity Forum, claims the Advertising Standards Authority has done little to protect children from aggressive online marketing tactics. The ASA’s remit was expanded to cover website claims two years ago.
It wants limits on embedded online games such as the Haribo Super Mix challenge, in which children are encouraged to collect sweets, or the Chewits Taste Adventure, where children have to find sweets hidden in British landmarks.
Singling out websites for Cadbury, Swizzels Matlow, Oreo and other brands, it said self-regulation is failing and warned that the internet has become an important battleground for children’s diets, with evidence suggesting promotional games can subconsciously affect behaviour.
The has filed complaints against 54 websites that promoted foods to children that were high in fat, salt or sugars, which it said “failed to protect children from unhealthy food marketing”. The complaints were rejected outright by the ASA, which said they did not encourage irresponsible consumption.
More detailed complaints about 19 websites, selected as the “worst offenders”, resulted in only two being partially upheld, two informally resolved and the rest rejected outright.
“Food companies continue to exploit loopholes and advertise junk foods to children online, even though stronger broadcasting regulations prevent such advertising on children’s television,” said Malcolm Clark, co-ordinator of the campaign. “The ASA is struggling to get to grips with its new role and is failing.”

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