Despite creating voluntary codes to restrict the television advertisements of unhealthy foods to children, consumer group Choice has found that fast food companies aren’t applying the same restrictions to their social media marketing and mobile phone apps.
Choice said the growing popularity of mobile phones has caused fast food brands to develop a range of sophisticated strategies aimed at promoting their “unhealthy offerings” to children.
“With children increasingly exposed to junk food advertising via apps, social media, viral marketing and celebrity endorsements, competitions and advergames with embedded brand messages and licensed characters, educating kids about junk food has never been more challenging,” Choice head of media, Tom Godfrey said.
While the food and beverage manufacturing industry has created codes to restrict the advertising of unhealthy foods to children, there’s been widespread criticism of this self-regulation, and a number of studies have questioned its effectiveness, including independent surveys in Europe, Asia, North America and here in Australia.
The Australian Food and Grocery Council (AFGC), however, is standing strong arguing that self-regulation has been a success.
“With a lifetime customer worth an estimated $100,000 to a retailer, fast food companies have taken to force-feeding junk food advertising to kids through mobile phone applications and social platforms such as YouTube,” said Godfrey.
“Hungry Jack’s Shake and Win app, generates vouchers for free or discounted food when user shake their phone at any Hungry Jack’s store. With one in four Australian children overweight or obese, you have to question whether this is a responsible practice.”
The problem is not limited to mobile phone applications and social media, Choice said, with food companies also using community-based sponsorships to promote junk foods to children.
”Large food companies are mainly concerned with creating brand loyalty. Companies such as McDonald’s say they don’t advertise to children aged under 14, yet they do sponsor children’s sports such as Little Athletics, Hoop Time basketball and Swimming Queensland. KFC and Milo are sponsors of Cricket Australia, and Coca-Cola sponsors Bicycle Network Victoria, which has a program for teens.”
Choice said the sponsorship of children’s sporting events by fast food companies undermines the healthy eating messages that governments and parents try to promote to children, while normalising the relationship between junk food and sport.
“The line between entertainment and advertising is increasingly blurred, with product tie-ins and placement within TV shows and films common practice for food companies seeking to reach children with their messages.”