Channel 4 accuses big brands of targeting children online

Channel 4’s Dispatches programme has bashed big brands and digital agencies for targeting children online.

 

The terrestrial channels flagship investigatory programme aired a special episode called Tricks of the Junk Food Business, which highlighted how brands are bending the strict rules on advertising unhealthy food and drink to children through social media and ‘advergames’.

The programme, which aired last night, investigated the way in which brands and marketing agencies engage with children though online advertising and social media – a medium that is subject to less stringent regulations than television – and the link with obesity.

Kellogg’s, Chewitts and McDonalds all came under scrutiny.

A game created by Coca-Cola featuring a McDonald’s store, called Crab & Penguins, came in under criticism but was defended by a McDonald’s spokesman who said that “the Crabs and Penguins app was designed by Coca-Cola for teenagers aged 13 years or older,” however the age range was reclassified by Apple on the App Store.

Digital agencies Sun Chaser and Koko Digital also came under fire after claiming their ads “subliminally” targeted children after being filmed in an undercover operation.