December 20th, 2011

UK: Ad industry slams BHF report on online advertising to children

By Rosie Baker
Marketing Week

The Advertising Association has slammed a British Heart Foundation (BHF) report that accuses companies such as Cadbury and Kerry Foods of targeting children with online advertising for unhealthy foods as “hyperbole”.

The charity says the marketing of “junk” food to children through online content is “widespread” adding that “companies [are] using a panoply of techniques to promote brands and products - techniques which many children will find difficult to identify as advertising”.

The report, which labels the brands “Wolves in sheep’s clothing”, calls on government to introduce “consistent advertising regulations” across all forms of media to close “loopholes” that allow brands to promote “unhealthy” products to children online.

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