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NEW ZEALAND'S EDUCATION INFORMATION ONLINE |
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NEW ZEALAND'S EDUCATION INFORMATION ONLINE |
Food websites are targeting children by luring them in with games, free stuff and children's sections, a study has found.
The University of Auckland research, published in the New Zealand Medical Journal, looked at 70 food company websites and the way unhealthy products were pitched at our young.
It found that one in three sites used marketing techniques targeted at young people.
Childhood obesity is growing in New Zealand.
The most common was education-linked advertising, followed by viral marketing, free downloadable items and designated children's sections.
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Researcher Dr Stefanie Vandevijvere said the marketing techniques were sophisticated and intended to engage children with the brands.
Milo's website links to an app children can download.
"Some unhealthy food ads on television are seen by more than 25 per cent of children in New Zealand every day, but website marketing techniques might be more engaging than for traditional media.
"But regardless of potential exposure, food companies should be pulling down these children's sections on those websites, if they want to become part of the solution for childhood obesity."
In total, 91 advert-linked games were identified on the websites, ranging from one to 76 games per website.
Burger King's website has a specific section for children.
None specified age restrictions or required parental consent to play.
Burger King has a specific section for children on its website called the "BK Game Hub".
But Burger King marketing general manager James Woodbridge said the game was not bundled directly in children's meals and parents could monitor access to the site.
In 2014 Burger King stopped advertising on television to children and in 2015 ditched toys from their children's meals.
The company also sold milk with their children's meals at a lower price that soft drinks.
"Most of this research is misplaced around "fast food".
"With more than 90 per cent of meals consumed in homes, the focus should be around broader societal issues including sedentary lifestyles and food consumed at home."
McDonalds also has a separate website aimed at children, based around its Happy Meals.
But spokesman Kenny Simon said this would be closed down in the next few months.
McDonald's had stopped advertising on day time television several years ago and did not advertise near schools.
In 2015 they also introduced an industry-first practise that stopped children seeing McDonald's advertising when viewing content on their parent's digital devices, he said.
"As part of our ongoing work, and taking into account conversations with the likes of University of Auckland researchers, we continue to look at other steps we can take."
February 2017