Tricks are for kids!

(Xinhua/Reuters File Photo)

A report released March 14 from Consumers International apparently also made note of the way the websites of junk food companies (Kellogg's included) are using their websites to target children. The study on advertising to children and the food industry is called "New Media, Same Old Tricks," and it blames the parents as much as the companies for allowing their children to be exposed to the messages. Because so many sites (check out http://www.frootloops.com/healthymessage/index.html for their "healthy message") reinforce the behaviors for parents with assuring, "healthy" messages, children are actually exposed to the brands exponentially longer than they are during a 30-sec. TV spot. Despite recent discussions about the link of childhood obesity to TV and the food advertised to kids, those advertisers have chosen a new route, which is actually better for them, and worse for kids. 

Justin Macmullan, of Consumers International, emphasizes the reason that utilizing online advertising, instead of TV, to reach kids is a big step in the wrong direction: "In many countries kids already spend more time on the Internet than watching TV. That's why it's vital we have mandatory regulations that restrict junk food companies from using new media to perform the same old marketing tricks on our children."