Demi
Fri, Jul-21-06, 03:01
The Times
Londion, UK
21 July, 2006
LEADING companies are attempting to ban children from their websites after concerns that promotions of sweet, salty and fatty food on the internet are contributing to the nation’s problem with obesity.
Kellogg’s, which has a range of websites for its breakfast cereals, and Nestlé, which markets Smarties and Nesquik, are asking children to provide their age when they sign up to clubs and promotions.
Anyone younger than 16 must get parental approval to receive messages, enter competitions and play interactive games. Such approval is also required if a child wishes to recruit friends to the site and to send them messages about specific brands.
A Kellogg’s spokeswoman acknowledged that the move was impossible to police, but said: “We are really trying hard to ensure we have age restrictions on our sites, but we cannot regulate for what is happening in every household. That is a matter for parents.”
The move appears to be in contrast to tactics used by big-brand companies in the US. A study of 77 American-based food company websites by the Kaiser Family Foundation, a non-profit organisation, indicated that 85 per cent were targeting children on websites. Data from Nielsen/NetRatings, the internet research company, suggested that 12.2 million visits to these branded websites last year were by children younger than 11.
Companies are able to circumvent strict rules on marketing to children because information on websites is regarded as editorial material, not advertising.
http://www.timesonline.co.uk/article/0,,2-2279379,00.html
Londion, UK
21 July, 2006
LEADING companies are attempting to ban children from their websites after concerns that promotions of sweet, salty and fatty food on the internet are contributing to the nation’s problem with obesity.
Kellogg’s, which has a range of websites for its breakfast cereals, and Nestlé, which markets Smarties and Nesquik, are asking children to provide their age when they sign up to clubs and promotions.
Anyone younger than 16 must get parental approval to receive messages, enter competitions and play interactive games. Such approval is also required if a child wishes to recruit friends to the site and to send them messages about specific brands.
A Kellogg’s spokeswoman acknowledged that the move was impossible to police, but said: “We are really trying hard to ensure we have age restrictions on our sites, but we cannot regulate for what is happening in every household. That is a matter for parents.”
The move appears to be in contrast to tactics used by big-brand companies in the US. A study of 77 American-based food company websites by the Kaiser Family Foundation, a non-profit organisation, indicated that 85 per cent were targeting children on websites. Data from Nielsen/NetRatings, the internet research company, suggested that 12.2 million visits to these branded websites last year were by children younger than 11.
Companies are able to circumvent strict rules on marketing to children because information on websites is regarded as editorial material, not advertising.
http://www.timesonline.co.uk/article/0,,2-2279379,00.html