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Internet marketing 'used to promote junk food'
Some of the UK's leading food manufacturers have come under fire for allegedly using internet marketing techniques such as viral advertising and product websites to advertise junk food to children.
A report from consumer watchdog Which? identified more than 2,020 marketing techniques used to promote unhealthy foods to a young audience over a period of six months in 2006.
Many of the popular methods encompassed the internet, children's films or the World Cup, the report said, with children's clubs, viral marketing and branding named as particularly prevalent techniques.
McDonald's was slammed for teaming up with the Funky Friends website, aimed at seven to 12-year-old girls and giving away codes with Happy Meals allowing children to access special content in a McDonald's branded zone.
Also mentioned was a Coco Pops viral marketing campaign where children could register two or more people, if they included their email address, to compete to win a trip to Alton Towers.
"How can parents be expected to give their children a healthy, balanced diet when these sophisticated, underhand techniques are targeting their children often behind their backs?" campaigns and communications director at Which? Nick Stace said.
Communications regulator Ofcom last week announced a ban on television junk food advertising in and around shows aimed at under-16s.
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