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Fast Food Targets Kid Bellies Online

by Terrence O'Brien on July 20, 2007 at 10:42 AM

Fast Food Shoved Down Kids' Throats Online

Intuitive Media recently conducted a poll of 3,000 children of which 43 percent of respondents said they were more likely to eat a food or snack if they saw it online. 61 percent said they visited food sites.

The Internet often blurs the line between editorial content and marketing -- especially when it comes to dealing with children (re: Disney, Barbie, et al). The BBC is now reporting that many fast food outlets are exploiting certain loopholes in British law, which prevents the marketing of unhealthy foods to youngsters online.

Fast food chains are targeting children through games, videos and cartoons hosted on their Web sites. The companies claim the content is not advertising, but editorial content. Some sites, such as McDonald's Kids Zone, cover their butts further by requesting that users under 16 get a parent's permission before entering the areas of the Web site with such content. However, there's no way to verify that children are asking for or receiving this permission. And in the picture above, could McDonald's have stacked the deck in the 'Enter' button's favor any more?

From The BBC

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Tags: children, fast food, FastFood, kids, marketing, mcdonalds, online, web

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