Advertisers Slammed Over Cartoon Food Campaigns

Consumer group Which? has launched the latest salvo in the battle against food advertising to children, calling to the Food Standards Agency to draw up guidelines on the use of cartoon characters to promote products to young audiences.

The consumer watchdog points to the results of its recent study into the area, dubbed Shark Tales and Incredible Endorsements, reporting that 77% of respondents believed the use of popular cartoon characters on food packaging and advertising made it difficult for parents to say no to their children, with pester power outweighing health messages over foods high in fat, salt and sugar.

Nick Stace, campaigns and communications director at Which?, explained: “Parents feel manipulated by these marketing practices. Too many characters loved by children are being used to promote foods high in fat, sugar and salt, leaving their parents feeling powerless to say no. Licensing companies and food manufacturers have to take responsibility to tackle the diet and health crisis. The Food Standards Agency needs to develop a standard setting out nutritional criteria for when these characters can be used on food products.”

Which?’s findings singled out a number of the nation’s favourite cartoon characters for blame, including Dreamworks’ Shrek character, who was recently used in the branding of Nestle’s Mud and Worms breakfast cereal. The Simpsons were also targeted by the study, as they are frequently used in the branding of youth-orientated food.

According to a report in today’s Independent, Twentieth Century Fox is currently reviewing the use of its characters in the branding of food products, while Warner Brothers, owners of the Scooby Doo characters, have argued that their food partners’ products provide nutrition and are not junk food.

The debate surrounding food advertising to children is a long-running one. The Food Standards Agency considered the use of cartoon characters in food marketing as part of its white paper on obesity last November, stating that an outright ban would not succeed in reducing child obesity.

However, while many health groups have disagreed, the Advertising Association has warned that food marketing restrictions could cost the industry upwards of £375 million, equating to around three quarters of its total annual revenue (see Restrictions On Food Advertising Could Cost £375 Million).

Meanwhile, cereals aimed at children have attracted criticism over their nutritional content, with a television commercial for Kellogg’s Frosties censored last year by the Advertising Standards Authority following claims that the sugar-coated cereal was a “healthy option” for children (see Frosties Campaign Slammed Over Misleading Health Claim).

Which?: 0207 770 7000 www.which.co.uk

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