Food Fables - the second sitting The truth behind how food companies target children MAKING THE HEALTHY CHOICE THE EASY CHOICE

Which? wants to see the healthy choice become the easy choice for UK consumers. Consumers want clear, easy to understand information about what makes a healthy diet, and to be able to distinguish between healthier and less healthy products. They do not want to be conned into buying products that are misleadingly presented as healthy and they don't want to see pressure put on children to choose less healthy foods, making it so much harder for parents to encourage their children to eat well balanced diets. Our research shows that, despite supporting social responsibility, many companies are still putting their efforts into heavily promoting less healthy products whether its through cartoon characters aimed directly at children or the health claims and confusing labelling aimed at reassuring or bamboozling their parents. This isn't good enough. Which? wants to see responsible food companies using their creativity to help their customers to make healthy lifestyle choices. We're not against treats and we aren’t against marketing, but we are against irresponsible company practices and hollow company commitments. We’d love to see the need for regulation erased because all food companies had cleaned up their act. We want to see all food companies using their ingenuity and expertise to develop and market healthier options, supported and prompted by a government that acts on its committment to tackle obesity.

WHY MARKETING LESS HEALTHY FOODS TO CHILDREN MUST STOP Diet and Obesity Crisis Poor Quality Choices Ads Influence Kids If current trends continue, it’s predicted The Food Standards Agency’s Four key reviews4 have all concluded that that 70 per cent of girls and 55 per cent National Diet and Nutrition Survey2 food and promotion of boys will be overweight or obese by has highlighted that children eat too influences children’s food preferences 2050, and that obesity will cost the much fat, sugar and salt and not enough and food choices. economy over £45 billion.1 fruit and vegetables. Obesity is the consequence of energy imbalance – too Parents Want Change Which? research5 has shown many children are consuming more frustration by parents, and public calories than they use up with exercise. support for more action from Limiting foods high in fat and sugar, government and food companies. particularly those that are highly In February 2008, a Which? survey processed and contribute little found that 88 per cent of consumers nutritional value, is critical in helping to think food companies need to be redress this imbalance and to reduce the more responsible in the way they incidence of other diet-related disease. market food to children and that 84 per cent of consumers think the ‘Less healthy’ Ads Dominate government needs to do more to Which? research3 has highlighted the control the way less healthy foods are wide range of promotional techniques marketed to children.6 that are used to target fatty, sugary and salty foods at children and the scarcity of healthier promotions in comparison.

2 Food Fables-the second sitting SUMMARY

Leading food companies in the UK are still not doing enough to curb their marketing of less healthy food to children. Since our Food Fables report in 2006, stricter TV advertising regulations have come into force but these are failing to stop children being exposed to less healthy food advertising. There have been improvements. Many companies have stopped targeting young children, and Kentucky Fried Chicken (KFC) and stand out for taking a more responsible approach. But our review of food marketing practices in the first six months of 2008 found that while most of the leading food companies now have impressive sounding policies on marketing to children, they still leave plenty of scope for less healthy promotions. Many are still reliant on traditional marketing techniques such as competitions and cartoon characters on packaging. Others have shifted their focus to the teen market, using increasingly diverse and often underhand ways to promote less healthy products to children using new media such as websites and mobiles, in a way that parents are unlikely to be aware of.

All of this is in spite of spiralling child obesity rates and diet-related health problems. Over 30 per cent of 2 to 15 year old boys and over 28 per cent of 2 to 15 year old girls are already obese or overweight and predictions suggest this will rise dramatically.7

Which? wants to see an end to the marketing of foods high in fat, sugar and/or salt to children as part of a broader strategy to tackle poor diets. Promoting food to children influences what they choose to eat and current promotions are dominated by sugary breakfast cereals, soft drinks, confectionery and savoury snacks. If we’re to help young people to eat more healthily, it’s vital that we reduce their exposure to the marketing of less healthy foods.

A new Which? survey shows that the public wants change. 88 per cent of people think that food companies need to be more responsible in the way that they market food to children.8

OUR RESEARCH

his report revisits the Which? Food Fables report company websites, packaging, advertising and other promotions. of November 2006.9 We have reviewed the From 31 March to 13 April 2008 we analysed TV viewing data10 marketing tactics some of the leading food companies to assess which foods were being advertised in different regions by use to target children with foods high in fat, sugar which companies when most children were watching the main and/or salt and how this has changed since commercial TV channels. ourT last report. We used the Food Standards Agency’s nutrient profiling scheme11 We have also looked at company marketing policies to see if they to assess the healthiness of products promoted by the companies. go far enough. We have drawn conclusions on the performance of Only products that were assessed to be ‘less healthy’ (ie. high in the food companies overall and made recommendations for the fat, sugar and/or salt) have been used as examples in this report. action that needs to be taken by industry and government. We Throughout the report, we define a child as someone under 16. have also highlighted specific areas that we think individual ‘Younger children’ are aged up to 11 and ‘older children’ are companies could be focusing on in the meantime in order to be 12 to 15. Company policies have been edited, but we have more responsible. From January to June 2008 we looked at included all key aspects relevant to marketing of food to children.

Food Fables-the second sitting 3 WHERE ARE WE NOW?

here has been a lot of debate PUSHY PROMOTIONS about food marketing controls since our first Food Fables The majority of non-broadcast promotions, report. But there is currently such as press and billboard ads, online very little regulation advertising and promotional offers, fall Tregarding the advertising and promotion under the self-regulatory control of the of food to children. While Ofcom, the Advertising Standards Authority. The 80% government communications regulator, content of this marketing is judged against 12 think TV ads for has introduced rules for TV ads, these are the CAP (Committee of Advertising too limited and other forms of marketing Practice)15 code, which is in most parts the unhealthy foods are largely controlled by patchy self same as the BCAP, except that it doesn’t regulation and company policies. even recognise that there are foods high in shouldn’t be allowed fat, sugar and salt, only differentiating fresh TV TIMINGS fruit and vegetables. Again specific when kids are restrictions only apply to pre and primary Since January 2008 advertising of ‘less school children and these are limited in watching in the healthy’ foods13 to children during scope (as with the BCAP, company cartoon programmes ‘of particular appeal to under characters are permitted for children of greatest numbers 16s’ has been restricted on terrestrial TV all ages). channels. Digital children’s channels will Company and branded websites are free have to implement the new rules by to run any content, such as games and 1 January 2009. The new rules are a promotions appealing to children, because positive first step, but they are ineffective in they are classified as editorial content. The limiting the advertising of less healthy UK advertisers’ body ISBA introduced a foods when most children are watching voluntary content code in 2007 but it is similar to the CAP code16, and therefore has TV.14 This is because the restrictions are determined not by the total number of children watching, but by the proportion. So if a programme is watched by 20 per cent more under 16s than the general viewing population, restrictions apply. On the other hand, even if a huge number of children are watching a show, if there’s also a large number of adults watching, restrictions don’t apply. A self-regulatory code (Broadcast Committee of Advertising Practice – BCAP) restricts the actual content of TV adverts targeted at children. It was strengthened in 2007 but the effect has been limited, and it needs to go further. The Code contains some restrictions on promoting foods high in fat, sugar and/or salt such as the use of celebrities or licensed cartoon characters, but only for pre or primary school children. Companies’ own cartoon characters, such as Kellogg’s Tony the and Nestlé’s Quicky the Bunny, are not restricted at all. The more general requirements relating to children are also vague and open to interpretation. 4 Food Fables-the second sitting similar inadequacies. Other forms of marketing to children, such as food and GOVERNMENT GESTURES drink packaging, in-store promotions and sponsorship are not covered by these codes ● The government has started to take Healthy Code of Good Practice would be at all. action but isn’t going far enough, fast developed with the food and drink enough. The UK-wide communications industry. The aim of the code would INDUSTRY IMPROVEMENTS regulator, Ofcom, was instructed to look be to challenge the whole industry to at tightening TV advertising of food to reduce consumption of saturated fat, Leading food companies are beginning to children. This led to restrictions sugar and salt. Companies are acknowledge the adverse effect introduced in 2007 but they are limited encouraged to take a voluntary irresponsible marketing can have on food in scope. A Food and Drink Advertising approach, but the government will preferences, or at least the pressure to act and Promotion Forum was set up ‘continue to examine the case for a more responsibly. Many have started to following the publication of the mandatory approach where this clean up their act and reduce blatant Choosing Health White Paper in 200418 might produce greater benefits, promotions to young children. A signal of and the subsequent Food and Nutrition particularly for children’s health.’ this shift was a pledge from 11 leading food Action Plan for England.19 It was companies at the end of 2007 to ‘change supposed to tackle other forms of food and beverage advertising on TV, print marketing to children but has made and internet to children under the age of 12 little progress and there haven’t been in the European Union’.17 However, this any other government initiatives initiative doesn’t go far enough as it doesn’t looking at these broader areas cover under 16s, and only covers younger anywhere else in the UK. children where they make up at least ● In January 2008, an Obesity Strategy 50 per cent of the audience. The criteria for for England20 was published, reiterating distinguishing healthier and less healthier the actions needed. It also announced foods have yet to be published. bringing forward a review of the new Our review of individual company policies Ofcom restrictions on TV advertising, has shown some improvement in and the intention to review the self-imposed restrictions on advertising and effectiveness of all the advertising promotion to young children, but we found, content codes, with respect to children. they fall short of what we think is needed to The new strategy also announced that a help improve children’s diets. Food Fables-the second sitting 5 WHAT WE’VE UNCOVERED

ur research has highlighted sites such as video site YouTube, and social that food companies are still TARGETING TEENS networking sites Bebo, MySpace and 21 using tried and tested tactics In response to public concern and consumer Facebook. A recent Ofcom report found to promote less healthy foods campaigning, marketing of less healthy that social networking sites are most to children and has foods to very young and primary school age common among children and young people. Ouncovered new trends in the ways children is starting to be viewed as Nearly half (49 per cent) of children (aged companies, advertisers and marketing increasingly unacceptable in the food eight to 17) have a profile on a social managers do this. industry. But we’ve noted a shift among networking site. Young people are also several of the big companies towards the exposed to online advertising. The recent teen market and young adults, for example, Fanta ‘Want it, Win it’ promotion, and the by using social networking sites. MAOAM Dance Mayhem promotion, were

88% ONLINE OFFERS think that food companies We found a reduction in some company- sponsored website content, including games need to be more and downloads, aimed at young children (for example, Kellogg’s Frosties and Coco responsible in the way Pops sites and Nestlé’s site Fantasy World of Fun have all been closed down). But several they market food companies have developed more sophisticated brand sites, often tying in with to children promotions and linking up with popular 6 Food Fables-the second sitting advertised on the under-18s clubbing manufacturers. A code taken from a pack is site Clubdtv. texted to collect points (which can then be Age restrictions are being applied on some used for rewards – such as Coke Zone), or to websites. To enter or get involved with many enter a competition, such as Fanta’s ‘Want it, you have to enter a date of birth, but with Win it’. In this example a Fanta-branded most of those we tested it was easy to go mobile phone game was sent to all entrants, back and change your date of birth if you via a WAP push (WAP enables access to the were denied access. Coke Zone and the internet from a mobile phone). Companies M&Ms website make this more difficult are also encouraging texting of a number to (by using cookies, a technical way for a receive a free ring tone (such as Kellogg’s website to remember what you’ve done). zookeeper competition and Dr Pepper’s ‘What’s the worst that could happen?’ GOING GLOBAL promotion). When entering a promotion via mobile phone it’s harder to apply age Fanta branded While several brands are reducing their restrictions than on the web. mobile phone unsuitable child-focused website content in game the UK, their US and international sites can still feature games and downloads. Because the web is worldwide, access to these websites can’t be restricted unless companies applying strict global policies, and in some cases international brands, such as M&Ms promote the same web address in many countries. Several of the most popular children’s websites in the UK 22 are American, and carry ads to other US websites. Age restrictions on the VIRAL VILLAINS Coke Zone website Viral marketing and viral advertising refer to marketing techniques that use social networks to increase brand awareness. Viral CATCHY CHARACTERS promotions may be a video clip, an interactive game, images or even text Licensed characters (such as Kung Fu messages. The key to a successful campaign Panda, SpongeBob SquarePants and is to produce something that people want to Scooby-Doo!) are still being used on food pass on to their friends. Advertising agency packaging to promote predominantly less Mother recently won an industry award23 healthy foods to children. Tie-ins linked to for a viral video campaign run in 2007 for cinema and DVD releases are continuing at Coca-Cola to promote its ‘Buy a Player’ Burger King and McDonald’s with free toy campaign. Viral marketing can also be used promotions in children’s meals. Toys based in a positive way – ‘Snack Dash’24, a healthy on The Spiderwick Chronicles, SpongeBob eating game developed for the government’s SquarePants – Pest of the West and Indiana School Food Trust was the fastest growing Jones and the Kingdom of the Crystal Skull and highest traffic-generating viral ever have already featured in 2008. McDonald’s tracked by the Viral Chart.25 also recently developed its own ‘Fairies and Dragons’ characters. This was supported by MOBILE MARKETING a sophisticated website, promoted on the main McDonald’s website which included Mobile phones are being used for games and puzzles. Film tie-ins were also promotions, especially by soft drink found on several Nestlé products. However, Food Fables-the second sitting 7 since our review of the use of cartoons in food marketing in 200726 we’ve noted a reduction in the use of licensed characters by the leading food companies. Some companies are concentrating on using their own characters as a shortcut to brand recognition for young children.

TV TACTICS

We now have some TV advertising ads that were watched by the highest restrictions and they do aim to protect numbers of children weren’t affected by children under 16 and distinguish healthier the restrictions.28 In previous analysis and less healthy foods. However our analysis periods we have found that as few as one has repeatedly shown that the rules don’t programme in the top 20 programmes protect children when most are watching it. watched by children was covered by Family-viewing programmes with large the restrictions29. audiences, such as Dancing on Ice, and Coronation Street are often watched by more SPORTY SCHEMES children than a programme like The Simpsons, but aren’t covered by the rules Several food companies are keen to promote because many adults are watching as well as activity in an attempt to highlight the other many children. Manufacturers of foods high side of the energy balance equation so in fat, sugar and/or salt may no longer be critical in obesity. We found several on-pack advertising during children’s programmes, offers and promotions that focus on sport. but they are still advertising their products This usually involves taking sweet packets on TV when most children are to get a free swim, dance session or watching.27 During the two week badminton game, for example. period we examined we found that 16 Several companies associated with foods of the top 20 programmes showing high in fat, sugar and/or salt also sponsor

84% think the Government needs to do more to control how foods are marketed to children

8 Food Fables-the second sitting youth sport. McDonald’s sponsors children’s traffic light system of labelling.31 Which? has community football across the UK. Together consistently called for this system which is with the Amateur Swimming Association colour-coded and based on values per 100g. (ASA) Kellogg’s is a long-term sponsor of the Research by Which? and others have community ‘Swim Active’ scheme which aims found that it’s the easiest for consumers to increase access to swimming across the to understand.32 UK and the ASA Awards scheme. The Awards The industry favours percentage Guideline used to be sponsored by Tony the Tiger but Daily Amounts (GDA) and several companies the branding has changed have voluntarily displayed percentage GDAs to the more neutral on the front of packs, but Kellogg’s. In a similar there are major move, Coca-Cola has inconsistencies with this. changed the branding Some listed of the sponsorship of values as percentage of a the ‘Coca-Cola five to ten year old child’s English Schools Cup’ GDA (Rowntree’s Jelly to the ‘Minute Maid Tots and Fruit Pastilles), Schools Cup’. while others gave the However a similar percentage competition in Scotland is of an adult’s GDA still known as the ‘Coca-Cola 7s’. Coca-Cola (Bassetts Jelly Babies and Pepsi have both run high Minis and Milky Way). Some of the serving profile marketing campaigns featuring sizes companies used seemed misleading. footballers such as Wayne Rooney and David Jelly Babies Minis and Dairy Milk Buttons Beckham. Which? research has found that were labelled with percentage GDA for just a three in four parents (77 per cent) think single sweet rather than the whole small bag ‘celebrities should take more responsibility for which is unlikely to reflect the amount the food they promote to children’.30 usually eaten. Some 500ml bottles of soft drinks are also labelled as having 2x250ml LOUSY LABELLING servings, so a 500ml bottle of Coke is labelled as 29 per cent sugar of an adult The packaging of many products marketed to GDA, but if the whole bottle were drunk it Nestlé Fruit pastilles only children emphasises positive aspects. Vitamin would be 58 per cent. show 4 nutrients and mineral contents are highlighted and there are suggestions that a food is ‘natural’, DODGY DISCLAIMERS or ‘contains fruit juice’ when the majority of the sugar will be added sugar. In some cases We found the packaging of snack foods, in products with these claims didn’t carry full addition to TV ads for Kellogg’s, suggesting to nutrition information, so parents wouldn’t be consumers that the product can ‘be enjoyed able to check the level of sugars, saturates or as part of a healthy, balanced diet’, together salt (such as Nestlé’s Milkybar and with an ‘active lifestyle’. It is unclear what this Rowntree’s Fruit Pastilles). None of the disclaimer is expected to convey and it seems packaging used the easy-to-understand meaningless when put on foods high in fat, sugar and/or salt. In some cases there is a contradiction between this statement and how a product is marketed. For example Kellogg’s has recently promoted Coco Pops as an after-school snack – therefore suggesting children eat this high sugar more regularly. Food Fables-the second sitting 9 THE 12 COMPANIES

BURGER KING

WHAT’S IN THE PRODUCTS? The Kids’ Menu at Burger King includes hamburgers, cheeseburgers, Angus mini-burgers, chicken fillet strips and fries. If a child chooses the cheeseburger, regular fries and a small chocolate milkshake, they’ll be consuming a significant 29g fat, 13g saturates and 27g sugars. Healthier options include chicken bites, a grape and apple ‘grapple bag’, water and milk.

We liked: Burger King has removed child-focused content from its website and doesn’t use the site to promote the free gift offer available with the Kids’ Menu.

We didn’t like: The Kids’ Menu, which includes less healthy options, is still promoted with free gift giveaways both in store and in large store window posters (visible from the street).

! They need to: Stop marketing less healthy options on its Kids’ Menu with free toys. Extend the policy to protect under 16s from less healthy promotions, based on FSA criteria for what is ‘less healthy.’

Free toys WHAT THEY SAY WHAT WE FOUND l“In November 2006, we were one of the Fun Freebies are still given away first amongst our competitors to take the Free toys are still given away with kids’ voluntary step to stop all TV advertising to meals. Most recently, these have with kids’ meals children in the UK and then chose to remove included characters from SpongeBob all kids’ content from our Burger King UK SquarePants – Pest of the West, Fantastic website in June 2007. 4: Rise of the Silver Surfer and Indiana lIn November 2007, we were also one of Jones and the Kingdom of the Crystal ten companies to sign up to the EU Pledge Skull of which there were eight different on Children’s Advertising, further committing toys in the set to collect. to restrict 100 per cent of print and online advertising directed to children under 12 years old to Kids’ Meals that meet the Burger King nutrition criteria. lThese moves were not commercial decisions. We are committed to responsible marketing and felt that a change in our marketing strategy to children was right for both our company and our customers. As such all advertising and marketing is squarely aimed at our adult audience.

10 Food Fables-the second sitting CADBURY PLC

WHAT’S IN THE PRODUCTS? Cadbury produces chocolates that particularly appeal to children, such as Dairy Milk Buttons, Curlywurly and Fudge, as well as products such as Crunchie and Dairy Milk. These are high in sugar, fat and saturates. Other popular Cadbury-owned brands include Bassetts Jelly Babies Minis (74.6g sugar per 100g) and Maynards Wine Gums (55.6g sugar per 100g).

We liked: They have now withdrawn their teaching packs aimed at primary schools.

We didn’t like: There hasn’t been much change since 2006. Cadbury still has content for children on its main website and is marketing Creme Egg on Bebo.

! They need to: Extend their global marketing code so that they don’t promote foods high in fat, sugar and/or salt to under 16s.

WHAT THEY SAY ● Impose restrictions when advertising to children under the age of 12 (e.g. use of “We drafted our Global Marketing Code in celebrities and characters, pester power, 2004. Under this Code we are committed: encouragement of irresponsible ● Not to advertise to children under the age consumption, respect of the role of parents). of 8 where they constitute the majority of ● Take into account locally applicable the audience. standards and requirements. ● Our Global Code applies not only to television and radio, but to outdoor, in-store and the growing new media. In 2006 we strengthened the Code’s application in this respect, to better address the Internet, SMS and other electronic marketing channels.” Cadbury was advertising WHAT WE FOUND during programmes Wayward Websites watched by the Fudge bar packaging promotes www.cadbury-land.co.uk which takes you to the main Cadbury site highest (www.cadbury.co.uk), which includes links to games and competitions. numbers of children Cadbury’s ‘Chocolate Machine’ on line game

Food Fables-the second sitting 11 Classroom Choc-packs Cadbury Flake, Cadbury Dairy Milk and Cadbury produced two branded teaching Maynards Wine Gums among packs for schools, including the ‘Mixing, programmes watched by the highest Melting and Making Pack’, which is numbers of children. The Wine Gums aimed at Key Stage 1 (primary schools). ad, ‘Set the Joose Loose’, for example, These chocolate-focused packs were featured a comical dancing Scotsman. obtained via the Cadbury website (www.cadbury.co.uk) early in our research period. Cadbury have since informed us that they have withdrawn the teaching packs Web TV Tactics aimed at primary schools, and Cadbury Creme Eggs were embedded links to them have been removed into the script of popular Bebo soap from their website. They are now KateModern to launch the second phase focusing on www.skillsspace.co.uk, of the ‘Here today, Goo tomorrow’ an educational site for children at campaign in February 2008. Key Stages 3 and 4. KateModern is an online drama which TV Timing received 1.5 million weekly views for its During our analysis of TV advertising, first series.33 Cadbury was found to be advertising

COCA-COLA

WHAT THEY SAY

WHAT’S IN THE PRODUCTS? “We welcome the clarification that Coca-Cola brands include high sugar fizzy drinks such as Coke, Ofcom and the Advertising Fanta, Sprite and Dr Pepper. There are 13.25 teaspoons of Standards Authority’s Committee sugar in a 500ml bottle of Coke. Regular Capri-Sun, a drink on Advertising Practice have sold in pouches and targeted at children, contains fruit juice recently provided regarding from concentrate (12 per cent) but contains 10.5g of sugar restrictions on advertising of food per 100ml. Low and no added sugar varieties, as well as and drink products to children on 100 per cent fruit juices, are also available from Coca-Cola. TV and within the non-broadcast environment.We ensure that we We liked: Even where promotions ran across all adhere to these new restrictions at brands, sugar-free versions were the main focus for all times. In practice this means that: marketing. The name of the sponsored community ● We do not advertise any of our football scheme was changed from Coca-Cola to the drinks on children’s TV channels, ‘Minute Maid Schools’ Cup’. such as or CITV. ● We do not advertise any of our We didn’t like: Despite what their policy says about not using celebrities drinks during TV programmes whose with strong appeal to under 16s, we found promotions for high sugar audience predominantly consists of under products featuring footballer Wayne Rooney. They are still using the Coca- 16s, or that are likely to be of particular Cola brand in the sponsorship of the school football tournament in Scotland appeal to children under 16. (Coca-Cola-7s). The Capri-Sun website has games targeted at children. ● We do not use celebrity or personality endorsements or licensed characters (e.g. ! They need to: Extend marketing restrictions to under 16s, animated cartoon characters) within any of distinguishing healthier from less healthy products. our marketing which might have strong appeal to children under 16.

12 Food Fables-the second sitting ● Our media use is audited externally and from bottles or cans were entered via the Mobile marketing independently to ensure compliance with website or by text and it was promoted The Fanta ‘Want it, Win it’ promotion these commitments. on Bebo. Capri-Sun ran ‘Win Capri- encouraged entries via mobile phone. A ● In addition we’ve been listening to Stunts’, where children (12 and free Fanta-branded mobile game was parents’ concerns about advances in online over) could enter codes sent back to anyone who entered marketing and have updated our marketing online from pouches of the competition the first time (via to children commitment as a result. Capri-Sun for a chance to a WAP push to their mobile). ● We work in partnership with specialist win a stunt experience, such Sports Sponsorship agencies, internet marketing regulatory as ‘Be a human bowling ball’. Coca-Cola sponsors the main bodies and the Internet Advertising Bureau Loyalty Launch school football tournament in to ensure that our online marketing adheres £5m was spent launching Scotland, and it is branded as consistently with our commitments. the new Coke Zone loyalty ‘Coca-Cola 7s’. It also has a ● We do not have a presence in primary scheme in April 2008. Codes strong sponsorship presence at schools and we are only in secondary on all Coke products could be many major sporting events schools where we are invited.” entered via text or the popular with children. The website to gain you points for English Football League is WHAT WE FOUND every Coke you drink. These known as the ‘Coca-Cola points could be spent on Football League’. Coca-Cola was Crafty Competitions ‘rewards’ such as free gifts a sponsor of the 2008 UEFA ‘Find the next Rooney for your club’ was relating to sport, music, fashion etc. The European Championship, and will be a advertised on pack and online. To enter, age limit was 12 and over and the site sponsor of the 2008 Olympics in Beijing codes from Coke drinks were submitted applied an effective method of stopping and the 2012 Olympics in London. (age limit 12 and over). Coke Zero those denied access because they were Celebrity Sell (sugar free) was the main brand used, under age from going back to change Top footballer Wayne Rooney who has but the offer was on all Coke packaging. their date of birth. But it was still broad child-appeal has been used in Fanta launched an on-pack and website accessible for older children. several Coca-Cola ads and promotions. promotion ‘Want it, Win it’ in March Wayward Websites TV Timing 2008 with prizes of cameras, MP3 The main Coca-Cola website www.coca- During our analysis of TV advertising, players, games, DVDs and CDs. Codes cola.co.uk promoted on packs will appeal Coca-Cola was found to be advertising to older children. It has competitions, regular Coke among some of the top 20 Coca-Cola graphics which can be created programmes watched by the highest and then downloaded or emailed to numbers of children. The ad included friends, downloads (wallpaper, a promotion for the Coke Zone screensavers and chat icons) and reward scheme. Coca-Cola TV ads to watch again. Treat Trips There are The ‘Want it, Win it’ competition saw the Capri-Sun had 2 for 1 vouchers to launch of a slick teen website for Fanta family attractions such as Alton Towers, (www.fanta.co.uk), and includes games, Thorpe Park and Legoland on over 13 downloads, and video content linked to ten-pack boxes. teaspoons of sugar YouTube. The competition and new Catchy Characters website were promoted in online a Four animated characters (Todd, Merv, in a 500ml bottle dvertising. TV advertising of the site Winnie and Marco) feature on Fanta focused on gaming content, and packaging, the website and TV ads. encouraged you to ‘challenge a friend’. Gimmicky Giveaways of Coke Capri-Sun packaging promotes We found Dr Pepper was giving away www.capri-sun.co.uk ‘For tons of fun & free ringtones (‘20 to collect’) if the games’. The site included several games code from the pack was texted or and encourages users to add them to their entered online (you need to be 12 profile pages on other sites and blogs. or over).

Food Fables-the second sitting 13 HARIBO DUNHILLS

WHAT’S IN THE PRODUCTS? Haribo gums and jellies such as Starmix and Tangfastics are high in sugar. Haribo also produce and promote MAOAM chews.

We liked: There was some reduction in the child-focused content of the Haribo website.

We didn’t like: Use of competitions, DVD promotions and the use of Haribo cartoon characters Hariboy and Gold-Bear on packs and the website.

! They need to: Stop the heavy promotion of sugary snacks to children, including younger children, through cartoons, competitions and websites.

WHAT THEY SAY to ‘run the Haribo factory and become a sweet taster’. Entrants needed to be 14 ● “HARIBO products are not only enjoyed or under. Winners toured the sweet by children, but by people of all ages. factory together with ‘Same Difference,’ HARIBO is a fun product and brand and of an act from the X Factor TV show. course our marketing activities to all MAOAM ran several activity-based age-groups reflect this, however always in competitions, including Dance Mayhem, a responsible manner. the ‘UK’s biggest under 18 freestyle ● We do not position our products as dance competition’. It was promoted in anything other than an enjoyable teen magazine Mizz (www.mizz.com), treat – they are not meal substitutes. They and on under 18s clubbing site Clubdtv should be consumed in moderation, as part (www.clubdtvshop.com). Young people of an active and healthy balanced lifestyle. were encouraged to upload their video ● HARIBO UK has not advertised in or onto the site and it gave the chance to around programmes aimed at children get two dance lessons for the price of under 16 since the beginning of 2007. one. Together with Kerrang Radio, the This measure was taken in advance of the MAOAM Kerrang Skate Jam competition Ofcom regulations coming into force.” to win a years supply of MAOAM sweets, as well as a professional skateboarding WHAT WE FOUND lesson and kit, encouraged people to upload videos of their skateboarding Wayward Websites skills. It was restricted to under 25s. The Haribo website has reduced the Catchy Characters child-centred content (for example, Haribo cartoon character Hariboy was games and screensavers have been promoted on packs and on the website. removed). But in April 2008 we found Candy Club an Alvin and the Chipmunks DVD release Children can join the Haribo club to promoted with a competition receive free sweets and newsletters. on the site. The club is promoted on packs and from Crafty Competitions the website homepage, and boasts over Haribo regularly runs competitions 9,000 club members. aimed at children. In May 2008 the Haribo website launched a competition

14 Food Fables-the second sitting KELLOGG’S

Ricicles, Frosties and Coco WHAT’S IN THE PRODUCTS? Many Kellogg’s cereals, particularly those aimed at children, are high in sugar, Pops are all at least including (37g sugar per 100g), Frosties (37g sugar per 100g), and Coco Pops (34g sugar per 100g) – all at least a third sugar. Products intended one third sugar for kids’ lunchboxes and snacks such as Coco Pops Cereal & Milk Bars and Squares, are high in sugar as well as saturated fats.

lThere are no ‘tell a friend’ functions We liked: They’ve removed several child-focused websites. on our website and children do not receive correspondence from us. We didn’t like: The continued use of cartoon characters in the lBy the end of this year we will have invested marketing of less healthy cereals on packaging and in TV ads. £3million with the ASA to get people across the UK swimming as part of a balanced lifestyle ! They need to: Restrict marketing promotions to healthier lWe currently meet all the EU pledge products based on FSA criteria, and extend restrictions to under 16s. commitments but, in addition, we will no longer Stop using characters such as Tony the Tiger and Coco the Monkey to advertise during children’s airtime by the end promote high sugar cereals. of 2008. lWe do not advertise on children’s websites. lWe have been dedicating 1/3 of the back of many packs to healthy lifestyles since 2004. Our packs are widely read and this links well with the new lifestyle promotions.” WHAT WE FOUND Catchy Characters Tony the Tiger (Frosties) and Coco the Monkey (Coco Pops) regularly appear in TV ads and on packaging for sugary cereals. Gimmicky Giveaways Cereal packets promoted various offers, WHAT THEY SAY ● We do not run promotions designed to some combined with competitions including appeal to children. In 2005 we had six vouchers for free entry to a zoo. ● “In June 2007 we announced the Kellogg’s third-party licensed character promotions. global commitment to responsible marketing to In 2008 there will be zero. children was to be further strengthened. We ● We no longer use licensed characters on changed what and how we market to children our packaging. under 12 using science-based Kellogg Global ● All promotions are now provided across a Nutrient Criteria. This commitment is in range of products to enable mums to choose addition to our existing global code of not the food they want for their children. advertising to children under six. ● We do not advertise in children’s magazines ● We do not target any advertising at children or comics. under six years of age. ● All gaming has been removed from Kellogg ● We do not produce educational material UK websites. for schools. ● We do not advertise to children under 12 years if the product does not meet strict criteria for calories, salt, saturated fat and sugar content. ● We have moved more advertising to times when parents watch. Since 2003 we have Wayward Websites shifted 80 per cent of Coco Pops spend outside Kellogg’s has reduced child-focused content children’s airtime and this will be 100 per (such as games) online. But more cent by the end of 2008. sophisticated campaign support sites have ● We have changed the nature of our been developed. ‘Win a Day as a Zookeeper’ advertisements and designed them to appeal is promoted with a ‘zoo academy’ quiz and to famlies and mums rather than just children. lots of animal-focused content.

Food Fables-the second sitting 15 Tiger making appearances at pools and on Health Hype certificates. Now the branding has changed In early 2008 the Kellogg’s ‘Wake up to to the more neutral ‘Kellogg’s’, but Tony the Breakfast’ campaign was supported by Tiger still features on several ASA products, celebrities Jo Frost (TV nanny), Ian Wright such as armbands. (former footballer) and Phillipa Forrester (TV presenter). A quote on the Kellogg’s website states that “A healthy breakfast each morning provides essential energy to prepare you in mind and body for the day”. Mixed Messages But many of Kellogg’s breakfast cereals Packets of high sugar cereals included aimed at children are less healthy and high tokens for a free cyclometer and vouchers in sugar. for a free swim. TV Timing Sports Sponsorship During our analysis of TV advertising, Kellogg’s has long sponsored the Amateur Kellogg’s was found to be advertising Swimming Association Awards for young Frosties among the top 20 programmes children learning to swim. Until 2006 these watched by the most children. The ad were sponsored by Frosties, with Tony the featured the Tony the Tiger cartoon character.

KENTUCKY FRIED CHICKEN (KFC)

WHAT’S IN THE PRODUCTS? The Kids Choice menu at KFC includes popcorn chicken, crispy strips or a mini fillet burger. KFC do not provide nutritional information about their products per 100g so we were unable to profile them to determine which products are healthier or less healthy.

We liked: They’ve restricted advertising to children and have also stopped giving out free collectible toys with kids meals.

We didn’t like: They are still advertising less healthy foods on TV when most children watch. ! They need to: Stop advertising less healthy options during the most popular programmes with children. Ensure their policy on marketing extends to children up to 16 and is based on the FSA’s criteria.

WHAT THEY SAY range of menu items, including some with Kids Choice meals. The company healthier options as well as smaller website has no child-centred content, ● “We do not market directly to portion products. such as games and downloads. children – this includes TV advertising and ● Over recent years, we have implemented TV Timing sponsorship. We also took the decision a a number of initiatives to improve the During our analysis of TV advertising3, KFC number of years ago to stop using toy nutritional profile of our products.” was found to be advertising their Variety promotions in store. Similarly, we have a self Boneless Box (which includes popular imposed restriction on outdoor advertising WHAT WE FOUND children’s options) among some of the top within a one mile radius of schools.” 20 programmes watched by the highest ● We recognise the importance of a Improved Image numbers of children. While the full 30 balanced diet and believe all foods can be KFC has cut-back on blatant child second ad was targeted at, and featured, a eaten in moderation. We help customers marketing in the UK. Toys and family, the shorter ten second ad also shown make informed choices by offering a wide promotions are no longer given out free during this period only featured children. 16 Food Fables-the second sitting KRAFT

WHAT’S IN THE PRODUCTS? The top-selling Dairylea range from Kraft, including less healthy Rippers, Dunkers and Lunchables, is aimed at the children’s lunchbox market. Lunchables Ham ‘n’ Cheese Crackers contain 6.8g saturated fat and 1.8g salt per 100g.

We liked: Dairylea websites aimed at children have been removed and web activity is focused on a central Kraft site.

We didn’t like: The use of the cartoon Dairylea cows on TV ads and packaging for less healthy foods.

! They need to: Extend restrictions on marketing of less healthy foods to under 16s and base them on FSA criteria. Stop using the Dairylea cows in TV adverts to promote products high in fat and/or salt.

WHAT THEY SAY WHAT WE FOUND

● “For many years, Kraft has not advertised Catchy Characters to children under six. And only products that The cartoon Dairylea cows are used meet our Sensible Solution nutrition extensively in TV advertising as well as criteria are advertised in media directed to on packaging. Previous Which? research children under 12. We’ve also eliminated has found them popular and appealing in-school advertising and set nutrition to children.34 standards for Kraft products sold in schools. Health Hype ● To qualify as a Sensible Solution, the In August 2007 the Advertising Dairylea Dunkers advert product must provide beneficial nutrients, Standards Authority banned Kraft from while staying within certain limits for using the claim that Lunchables were calories, fat, sodium and sugar. Or, it has ‘Packed with good stuff’ because the to have reduced calories, fat, sugar or product was high in salt and saturated sodium compared to similar products. fat. However we found a similar claim ● During 2008 we will be making our on packs: ‘Dairylea goodness kids love’, policies public on the EU pledge website as well as ‘Made with real cheese and and putting in place an independent milk’. Dairylea packs make strong claims monitoring mechanism. about containing vitamin D and calcium ● In September 2004, Kraft Cares, the 'which helps build strong bones & teeth'. Dairylea Lunchables Ham community partnership programme for TV Timing Kraft Foods, launched Health 4 Schools, During our analysis of TV advertising, an initiative to promote healthy diet and we found Kraft advertising Dairylea ‘n’ Cheese Crackers are active play to school children and Dunkers among the top 20 programmes communities in Gloucestershire. Over four watched by the highest numbers of high in saturated years it has reached 100 schools with a children. This advert uses cartoon cows, total of 24,000 pupils.” making the product particularly fat and salt appealing to children.

Food Fables-the second sitting 17 MARS/MASTERFOODS

WHAT’S IN THE PRODUCTS? Popular chocolate brands include Mars Bar, Milky Way, M&Ms and Maltesers. All are high in sugar and saturates. Skittles are high in sugar.

We liked: There are age restrictions on competitions and offers.

We didn’t like: There weren’t many changes since our last report and they had lots of teen-friendly web promotions.

! They need to: Extend less healthy food marketing restrictions to under 16s based on government criteria.

WHAT THEY SAY download branded wallpaper, screensavers or a ‘friend’ so ‘you could win a month’s supply other leave-behind material from websites of of Mars Planets to share with your mates’ ● “We will not advertise our food and potential interest to younger audiences.” (age 14 and over). A Skittles Facebook snackfood products in media primarily directed group (which includes games) has over to children under 12. For the purposes of this WHAT WE FOUND: 10,000 members. Catchy Characters commitment, we will not purchase advertising Show Sponsorship M&Ms characters are used on pack, and time or space where the composition of the Revels sponsors ITV’s You’ve Been Framed, promoted online. The Planet M&Ms site, under 12 audience at the time of the media very popular with children. Because it’s a accessed via the main website lets users buy is expected to exceed 25 per cent. family programme, it’s not covered by the create a personalised M&Ms character ● We will not advertise, sponsor or undertake new advertising restrictions but Which? which can be used in product placement in films or media has found that it was the second most games, on e-cards, or be programming where the intended audience is popular programme with children when we printed on merchandise, primarily children under 12. analysed viewing data for the first two such as t-shirts. ● We will not use a celebrity or third party weeks in January 2008. Health Hype licensed character intended to appeal primarily Wayward Websites to children under 12 to promote our In June 2008 the Skittles website Milky Way carries snack food products. www.goskittleyourself.com was relaunched reassuring claims that it ● We will cease to use branded education with a competition to design the front of has no artificial colours or materials in schools by children under 12. Skittles packs. The interactive site flavours and ‘Contains ● We will not sponsor sports events in encourages video uploads and the creation milk’, but sugars and primary schools. of dancing animations and the homepage saturates aren’t listed. ● Text and internet promotions will be primarily links to the Skittles Bebo page. The M&Ms Several of the Mars products we looked at directed to participants over the age of 12. We US website (www.mms.com) is promoted only gave basic four nutrition information, will not advertise or promote our websites in on pack across various countries and even if percentage GDAs for energy and fat venues primarily directed at children under 12. includes child-friendly e-cards, downloads were labelled. ● We will use age-screening techniques to and a stationery template featuring the TV Timing ensure that only young people above 12 can M&M characters. In June 2008 the site During our analysis of TV advertising, promoted Indiana Jones and the Kingdom of Masterfoods was found to be advertising the Crystal Skull, with M&Ms as characters Mars Bars, Mars Planets, and a free cinema in the film. This site effectively restricted ticket promotion on large packs of entry by age – it wasn’t possible to go back Maltesers, M&Ms and Revels all among the to change your date of birth if entry was top 20 programmes watched by the restricted because you were underage. most children. Social Network Sites Mars is active on Facebook, Bebo and MySpace. Online weekly radio show MySpace Mars Planets Radio was launched in June 2008. It encourages users to add the Radio Player and Mars Planet branded banners to their profile, and add the site as 18 Food Fables-the second sitting MCDONALD’S

WHAT’S IN THE PRODUCTS? A McDonald’s cheeseburger has 12g fat, 6g saturates and 1.5g salt per portion, that’s half of a four-six year old’s recommended daily salt intake. A small portion of fries adds another 11g fat, and a small chocolate milkshake adds 28g sugar and 6g fat. McDonald’s offers fish fingers, fruit bags, carrot sticks, milk and water among healthier options in a Happy Meal. Other menu items will appeal to older children and include less healthy options.

We liked: Promotions of healthier Happy Meals options, including in TV ads.

We didn’t like: The child-focused website, with a strong promotion of Happy Meal offers, which include less healthy options.

! They need to: Stop free-gift giveaways and remove children’s content from the website. Ensure that their marketing policy applies to children up to 16 and is based on the FSA’s criteria.

WHAT THEY SAY WHAT WE FOUND ● “Three quarters of our Happy Meal menu is Fun Freebies not high in fat ,sugar and salt. We intend to Happy Meal free gift promotions included continue marketing responsibly talking to parents Kung Fu Panda, Euro 2008 football sticker and children about our food. albums and stickers, The Spiderwick ● We intend our future advertising to stimulate Chronicles, and board games. In April 2008 a young people’s imaginations and encourage ‘Fairies and Dragons’ promotion had its own physical activity. website (www.fairiesanddragons.com) ● Like all food companies, we’re also subject to promoted from the Kids Zone on the main tight regulations about how and when we McDonald’s site. It featured a jigsaw advertise food and drink to children. Within these puzzle-style game, set within a fairy tale regulations, we are able to continue to advertise about all the characters. a large part of our main menu and our Happy Film Freebies Meal menu to children but will ensure we do Often the free toys offered with Happy Meals sponsor the 2008 Olympic games in Beijing so within both the spirit and the letter of are characters from big film releases, such and the 2012 Olympics in London. the regulations. as The Spiderwick Chronicles. and Kung ● Wayward Websites We are also taking steps to get children more Fu Panda. The Kids’ Zone of the McDonald’s site active – McDonald’s UK is the official Community Sports Sponsorship (www.mcdonalds.co.uk) is clearly targeted at Partner of the four home nation Football McDonald’s is the official community partner children with various fun activities, such as Associations working to create more volunteer of the four national football associations. community football coaches. In partnership with Children involved in community youth games and colouring-in sheets to print out The FA, Scottish FA, Irish FA and Welsh Football football projects are exposed to extensive (although wallpaper and screensaver Trust, we’ve already created over 11,500 new McDonald’s marketing including heavily downloads and e-cards have been removed). community coaches.” branded vests and also hoardings around the When trying to enter the Kids’ Zone, a pitches. McDonald’s sponsored the 2008 message flashes up that requires children UEFA European Championship, including under 16 to click to say they have the player escort programme that saw permission to access the site, but no children aged six to ten walk out onto the registration is required and it’s easy to pitch with the footballers. McDonald’s will click through.

A McDonald’s cheeseburger has 1.5g salt – that’s half of a 4-6 year old’s recommended daily intake Food Fables-the second sitting 19 NESTLÉ

targeted at children (from five to 15 years). WHAT’S IN THE PRODUCTS? This was supported by a Fab Tour visiting tourist attractions and retailers in the Many Nestlé breakfast cereals aimed at children are high in sugar, including Summer of 2008. , Frosted Shreddies and Cookie Crisp. Nesquik Film Freebies milkshake products are high in sugar, as are Rowntree’s Fruit Story books from films such as The Pastilles and Jelly Tots. Chocolate products from Nestlé Spiderwick Chronicles and The Golden include , KitKat and Milkybar. Compass were given away free with boxes of cereal. Nestlé Yogurt & Milk Snack cake bars We liked: The main child-friendly aimed at children are promoted with gaming site for Nestlé cereals has characters from the film Finding Nemo. been removed. The first ingredient in the product is sugar, but only the basic four nutrients are labelled. We didn’t like: Child-focused Wayward Websites websites and on-pack promotions The children’s game site Fantasy World of for less healthy products. Fun, built to support various breakfast cereals was closed down in February 2008. ! They need to: Restrict However Nestlé still has some websites child-focused cereal promotions, aimed at young children, including the including cartoon characters, to Nesquik website (www.nesquik.co.uk), that healthy products in the range. Remove we found promoted on Nesquik Magic the remaining child-focused web content Straws. It describes itself as an online and extend all marketing restrictions to under adventure park, with detailed animated 16s based on Government nutrition criteria. games and stickers to collect, and the Milkybar website (www.milkybar.co.uk) which includes colouring-in sheets. operate to the “spirit of the law” not just WHAT THEY SAY: Frosted Shreddies packs promote the “letter”. www.knittedbynanas.com – a teen-targeted ● ● Nestlé adopted the new ISBA on-line “Nestlé is a signatory to the EU pledge, site which includes games. The Smarties guidelines and has removed a number of which will be in place for 1st January 2009: website (www.smarties.co.uk) has a young ● websites, for example removing the “Fantasy EU Pledge 1: Not to advertise food and focus, with an easy general knowledge quiz beverage products to children under the age World of Fun”. and ideas for a Smarties party. Nestlé of 12 on TV, print and internet, except for launched a Facebook page for Smarties in products which fulfil specific nutrition criteria WHAT WE FOUND March 2008 to mark the return of the based on accepted scientific evidence blue Smartie. and/or applicable national and international Catchy Characters Health Hype dietary guidelines. Nestlé breakfast cereal cartoon characters All Nestlé cereals are labelled as containing ● EU Pledge 2: Not to engage in any include Chip the Wolf (Cookie Crisp) and ‘Wholegrain’ with the details of the health commercial communications related to food Pete & Pardner (Golden Nuggets). Quicky benefits of this. But several of the cereals are and beverage products in primary schools, except the Nesquik Bunny features on all Nesquik also high in sugar, particularly those targeted where specifically requested by or agreed with the products and the website. at children. Nestlé claim ‘Now with 25% school administration for educational purposes. Gimmicky Giveaways fruit juice’ on Rowntree’s Fruit Pastilles, but ● Nestlé advertising fully complies with all new Free books and football stickers to collect for no sugars are labelled. Milkybar claims to rules (CAP and BCAP) and will continue to a Euro 2008 football sticker album have been included in Cheerios cereal packets. contain ‘All natural ingredients’, but no Coupon Collecting sugars are labelled. Tubs of Nesquik Nestlé’s ‘Go Free’ offer milkshake mix claim to ‘Contain vitamin D (www.nestle-gofree.co.uk) involves collecting for strong bones’, and be ‘Fortified with wrappers from a range of products for vitamins,’ but again sugars aren’t labelled. free sport or dance sessions and has no TV Timing age restrictions. During our analysis of TV advertising, Nestlé Crafty Competitions was found to be advertising KitKat Senses Fab ice lolly launched a new website and Cheerios cereal among the top 20 www.myfabland.com with a ‘Design a Fab programmes watched by the highest Den 2008’ competition in May 2008. numbers of children. The KitKat Senses ad, The site appears to be aimed at parents, featuring popular group Girls Aloud, would but the activities and competition are particularly appeal to girls .

20 Food Fables-the second sitting PEPSICO

WHAT’S IN THE PRODUCTS? PepsiCo brands include fizzy drinks Pepsi and 7Up, Walkers crisps and Quaker. Pepsi and 7Up both have over 13 teaspoons of sugar per 500ml bottle, but sugar-free versions are available. Walkers, the UK’s top- selling crisps and snacks brand, has 15 different flavours of standard crisps – all high in fat (about a third fat).

We liked: None of the offers of competitions we found were open to under-16s.

We didn’t like: The use of football celebrities to promote high sugar Pepsi products and websites with content appealing to older children.

! They need to: Extend restrictions to under 16s and only run promotions for ’healthier’ products based on government nutrition criteria.

WHAT THEY SAY ● This includes no advertising of products to children under 12 years, except for products which fulfil ● “PepsiCo in the UK does not target its marketing at specific nutrition criteria based on accepted scientific children, and has not done so for several years. The evidence and/or applicable national and international UK business complies fully with the new Ofcom dietary guidelines. Companies will publish specific requirements, governing television advertising of food criteria later this year. A third party will monitor and beverage products to children aged under 16. companies’ advertising output. ● ● We believe that advertising and marketing In line with commitments already made within messages can be powerful tools to promote positive UNESDA, the EU soft drinks association, PepsiCo behaviour change, including the consumption of a does not advertise any of its carbonated soft drinks healthy, varied and balanced diet and a more active to children under 12 in ``the EU.” lifestyle to help improve health. ● PepsiCo has signed the ‘EU pledge’ on advertising WHAT WE FOUND to children and will be making a set of commitments about advertising and marketing to children. These Wayward Websites will be published during 2008 and will enter into PepsiCo has made significant investment in force by 1 January 2009 at the latest. a range of sophisticated websites likely to appeal to older children. www.pepsi.co.uk (which focuses on Pepsi Max) is a major site aiming to create an online community with user-generated content, offers and Pepsi and 7Up competitions, with the focus on music and football. It links to football-focused social both have over networking site www.pepsiyouniverse.com. Launched in 2008, this site enables you to assess your football ‘type’ and see how you 13 teaspoons match with top name footballers. Age is checked, but there are no restrictions. Youth of sugar per 500 ml bottle site www.7up.co.uk, which includes downloads, games and fun content, is promoted strongly on all 7Up packs. The site focuses on the 7Up character Fido Dido, which also has it own website (www.fidodido.com) and links to channels on MySpace and YouTube.

Food Fables-the second sitting 21 Catchy Characters 7Up’s Fido Dido is used on packaging, and on the website. Celebrity Sell The six ‘Pepsi Football Stars’ (Beckham, Lampard, Henry, Ronaldinho, Messi, Fabregas), wearing Pepsi-branded football shirts, have featured on regular Pepsi bottles and cans, Pepsi’s website www.howyoufootball.com, as well as on www.pepsiyouniverse.com.

WEETABIX

WHAT’S IN THE PRODUCTS? Brand leaders Weetabix and Ready Brek are low in sugar. Products aimed at children such as Weetos chocolate flavour and Disney Princess Multigrain Stars are higher in sugar but still come out as a ‘healthier’ option overall based on the FSA nutrient profiling scheme.

We liked: The promotions of healthier cereals to children.

We didn’t like: There was nothing we didn’t like, as we didn’t find any promotions for less healthy foods targeted at children.

! They need to: Continue to avoid marketing any less healthy foods to children and ensure this applies to up to 16s based on government nutrition criteria.

WHAT THEY SAY ● We have recently been promoting the WHAT WE FOUND “Weetabix Week” which encourages the ● “At Weetabix, although all our family addition of toppings onto Weetabix some of Success Story breakfast cereals are suitable for children we which are fruit. So in addition to a nutritious Weetabix has made efforts to ensure that only actually advertise Weetos directly to start to the day, this also helps busy mums get the products it markets to children meet children and this is because, although it is a their kids on their way to one of their the ‘healthier’ criteria of FSA nutrient chocolatey cereal, it scores -1 against the “five-a-day” at breakfast time.” profiling. We didn’t find any promotions FSA/Ofcom Nutritional Profiling Model, for less healthy foods targeted at children making it suitable for such advertising. All our during our research period. other breakfast cereals are aimed at families so are not marketed to children at all.

22 Food Fables-the second sitting OTHER COMPANIES

ur research threw the ● Bratz Fruity Splitz, Disney Princess spotlight on other companies Dreamy Strawberry Iced Fingers, The which are marketing foods Simpsons Mini Golden Cookies, and 83% irresponsibly to children. Shrek the Third Choc Chip Biscuits were These companies also need just a few of the less healthy foods think that irresponsible Oto curb their less healthy promotions. advertised by Bonbon Buddies, which specialises in products branded with marketing of unhealthy ● Sugar Puffs (Honey Monster Foods), licensed cartoon characters. which contain 35g sugar per 100g, food makes it harder to promote an extensive, child-friendly website ● Disney Pixar 6 Chocolate Mini Rolls on packs, ‘visit www.honeymonster.co.uk feature Toy Story, The Incredibles and get children to eat healthily for loads of honeytastic fun and games’. Finding Nemo (McCambridge Ltd). Packs promoted a competition to win an Xbox and a film tie-in with Bee Movie. ● Disney Chocolate Bars featured Winnie the Pooh and Piglet (Kinnerton). ● Bob the Builder Turkey & Pork ● Pom-Bear snacks (Intersnack) are Sausage is a high salt formed-meat promoted with the company’s ‘Pom Bear’ ● Pink Panther Wafers are wafer biscuits product in the shape of Bob’s head cartoon character. We found packs made by Rivington Foods Ltd. (Feldhues GmbH). promoting a competition to win a Raleigh bike and safety kit, you just text a number to enter. The product is promoted with a child-focused website with a club to join, downloads and games at www.pom-bear.co.uk

● Transform-A-Snack (Red Mill) are aimed at young children and have a promotion on pack for www.transformas.co.uk which includes a comic and wallpaper to download.

We also found several more foods high in fat, sugar and/or salt targeted at children using licensed cartoon characters:

Food Fables-the second sitting 23 VERDICT

ome companies are starting to take a more responsible approach to advertising foods to children, with those under 12 increasingly seen as an inappropriateS target. But frustratingly, many are now simply channelling their marketing in a different direction, towards the teen market. We found many examples of marketing via new media such as websites and mobiles. These techniques are popular with young people and the nature of them makes them less visible to parents. In addition we still found too many on-pack promotions carrying licensed and company cartoon characters that would appeal to young children. So overall, in spite of many companies revising their policies and the introduction of various new controls, whether regulatory or industry self- regulation, children of all ages are still being exposed to a significant amount of marketing for less healthy foods. Below WEB-WISE are some of the problems we found and our recommendations for action: Our research highlighted the shift towards teen marketing in new media. This is CATCHY CHARACTERS evident in both the use of social networking sites and in the style and content of some Young children are attracted to bright, company websites. Where age-restrictions shiny, colourful packaging, particularly if were applied on websites, we found varying it features characters they are familiar levels of effectiveness, exposing the need with. Many of the top food companies are for industry standards on this. Competitions reducing the amount of licensed and offers entered via mobile phones characters they use on foods but we still couldn’t apply age restrictions. found several – on the whole being used to target less healthy food to children. 55% Several of the top companies are still using their own cartoon characters to of boys will be promote less healthy foods. These characters should be used to promote overweight or obese healthier foods instead. by 2050 FUN FREEBIES

We found too many free gift giveaways designed for children to promote less healthy foods, as well as incentive schemes and competitions that indirectly encourage consumption of less healthy products (to get more points or entries to a competition). These promotions should be limited to healthier options. Teen-friendly Fanta website 24 Food Fables-the second sitting different company nutrition criteria – rather than the FSA’s nutrient profiling model.

COMPANIES TO CHEER

Weetabix fares best among the large breakfast cereal manufacturers. Its brand leader – Weetabix – is a healthier product, and while its child-targeted cereals are high in sugar, they come out as a healthier option overall. Among the fast food chains, it was encouraging that KFC have removed free toys from kids meals. However, both companies could still do more to help consumers make healthy choices. KFC should provide complete nutritional information and Weetabix should further reduce the sugar in cereals aimed at children, such as Weetos and chocolate flavour and Disney Princess Multigrain Stars.

GET ACTIVE Our review of company promotions found a trend towards activity-based offers (such as swimming, sport and dance), in addition to several company-sponsored sports and community initiatives that encourage TV TIMINGS largest numbers of children, regardless of exercise. Which? welcomes this, but using how many adults are also watching. less healthy products or a brand that The new Ofcom rules ban advertising of mainly sells less healthy food, to promote any foods high in fat, sugar and/or salt AGE ADJUSTMENTS exercise, can create a confusing message. during programmes with a predominantly child audience. However Which? has found Our review of leading food company LOUSY LABELLING that significant numbers of children are policies found an awareness of the need to exposed to less healthy ads when watching be seen to be tackling irresponsible We found much of the nutrition labelling programmes such as Coronation Street, marketing behaviour. Many are taking steps of the less healthy foods covered in this Emmerdale,The Bill and Britain’s Got Talent. to stop direct advertising to children, but we report to be inconsistent and inadequate. These programmes are not affected by the found a variety of cut-off ages. Most The labels should be helping consumers restrictions because high numbers of adults company commitments to limit advertising recognise when foods are high in calories, watch them as well as children. The to children define them as under 12s, fat, saturates, sugar and salt, especially advertising restrictions need to be extended rather than under 16s. However, these when ‘health’ and ‘quality’ aspects of the to include programmes watched by the restrictions are generally based on a product are promoted. Food Fables-the second sitting 25 fat, sugar and salt and protect all children up to the age of 16.

● The Government to provide leadership, working with industry to develop a stronger and broader code of practice so restrictions are in place for all forms of promotion targeting children with high fat, sugar and salt foods. This includes ones we’ve identified, such as website, mobile phone, viral marketing, company and licensed cartoon characters on packaging, use of celebrities and sponsorship. A clear deadline should be set for voluntary action to achieve these changes. If this fails, the Government should WHICH? IS regulate, so that companies £45 CALLING FOR: have to be more responsible. billion ● The Government’s TV advertising restrictions for is how much obesity foods high in fat, sugar and salt to be extended to cover will cost the UK advertising during the times economy by 2050 that most children are watching, not just during programmes mainly watched by children. ● The effectiveness of any ● Food companies to go restrictions to be continually further in their marketing monitored and reviewed, in policies so that they limit all light of the evolving nature promotions for foods high in of marketing.

26 Food Fables-the second sitting 1 Foresight Tackling Obesities: Future Choices – 10 BARB data for children aged four to 15 and behaviours and use, Ofcom, April 2008 Project Report, Government Office for Science, Nielsen data were analysed for the period: 22 Top 20 children’s websites according to October 2007 31 March – 13 April 2008 Hitwise, February 2008 2 National Diet and Nutrition Survey: young 11 http://www.food.gov.uk/ 23 British Television Advertising Awards 2008, people aged 4-18 years, 2000 healthiereating/advertisingtochildren/nutlab/ Bronze Award for Best Viral 3 Childcatchers, Which? Campaign Report, 12 Television Advertising of Food and Drink 24 http://www.schoolfoodtrust.org.uk/ January 2006 Products to Children, Ofcom, February 2007 content.asp?ContentId=593 4 Review of Research on the Effects of Food 13 ‘Less healthy’ foods are those high in fat, 25 http://www.brandrepublic.com/ Promotion to Children, Hasting el al, September sugar and/or salt – defined using the Food News /793691/First-impressions/ 2003 (Commissioned by the Food Standards Standards Agency nutrient profiling scheme 26 Cartoon Heroes and Villains, Which? Agency); The Extent, Nature and Effects of Food 14 BARB data for children aged four to 15, and Campaign Report, August 2007 Promotion to Children: A Review of the Evidence, Nielsen data were analysed for the periods: 1 – 27 BARB and Nielsen data : 1 – 14 September World Health Organization, July 2006; Food 14 January 2008; 31 March – 13 April 2008 2007; 1 – 14 January 2008; 31 March – Marketing to Children and Youth: Threat or 15 British Code of Advertising, Sales Promotion 13 April 2008 Opportunity?, US Institute of Medicine, and Direct Marketing. Advertising Standards 28 BARB and Nielsen data: 31 March – December 2005. (Commissioned by the US Authority 13 April 2008 Congress); 16 Online Promotion of Food to Children. Best 29 BARB and Nielsen data: 1 – 14 New Research on Advertising Foods to Children: practice principles for communications on January 2008 An Updated review of the Literature, Sonia advertiser-owned websites, ISBA, July 2007 30 Which? survey of 815 parents of children Livingstone, January 2006 (commissioned 17 www.eu-pledge.eu Food and drink compa- aged 16 in GB in February to March 2006. by Ofcom) nies pledge to change advertising to children. 31 http://www.food.gov.uk/foodlabelling/ 5 Which? survey of 2,027 adults in GB (aged Published December 2007 signposting/ (accessed 30 June 2008) 16+) from 8 – 12 February 2008 18 Choosing Health: Making Healthy Choices 32 Healthy Signs?, Which? Campaign Report, 6 A weighted sample of 2,027 adults (aged Easier, Department of Health white paper, July 2006 16+) was surveyed 8 – 12 February 2008 November 2004 33 http://www.talkingretail.com/ 7 Health Survey for England 2006 Latest Trends, 19 Choosing a Better Diet: a Food and Health products/8407/KateModern-online-soap-tie- National Centre for Social Research, Action Plan, Department of Health, March 2005 in-.ehtml January 2008 20 Healthy Weight, Healthy Lives: 34 Food Fables, op cit. 8 A weighted sample of 2,027 adults (aged A Cross-Government strategy for England, 16+) was surveyed 8 – 12 February 2008 Department of Health, January 2008 9 Food Fables, Which? Campaign Report, 21 Social Networking: a qualitative and Nov 2006 quantitative research report into attitudes,

Food Fables-the second sitting 27 For further information please contact: [email protected] Tel: 020 7770 7353 More information can also be found on our website (www.which.co.uk/campaigns)

Published by: Which?, 2 Marylebone Road, London NW1 4DF. July 2008

Which? campaigns actively for all consumers. With around 675,000 members in the UK, we are the largest consumer organisation in Europe. Entirely independent of government and industry, we are funded through sales of our consumer magazines, online products and books.

Which? is the operational name of Consumers’ Association – a registered charity No 296072.