Online advertising to Kids
On 1st August, The Daily Telegraph reported a story on food manufacturers being criticised for using social networking websites to target their advertising at children, following the Ofcom ruling which banned adverts aimed at children under nine that promoted high sugar, salt or fat. McDonald’s is mentioned as a manufacturer which targets children through the internet via the Kids Zone section on its website where children can play games featuring Ronald McDonald.
Response from Jill, Chief Marketing Officer, McDonald’s UK
“In common with a number of other food manufacturers and retailers, games have been available on the McDonald’s website for a number of years. Following recent regulations introduced by OfCom as of April 1st 2007, we took the decision to add an under 16’s permission agreement before access was allowed to this area of the website. This is not a legal requirement, but a decision taken by McDonald’s as a responsible advertiser.
It’s also important to note that 75% of McDonald’s Happy Meal menu is not classified as high in fat, salt and sugar under the FSA’s nutrient profiles. This includes our most popular foods such as hamburgers, chicken McNuggets and French fries, as well as fish fingers, fresh orange juice, water, semi-skinned organic milk, fruit bags and carrot sticks”.
