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NZ: Food marketers target children online

Food manufacturers such as Kellogg’s are using advergames on their websites to market junk food to children. These games get around TV advertising restrictions and kids don’t even realise they are being targetted.

Australian psychologist Dr Cordelia Fine highlights the problems faced by families when advertising is directed at children. “Pester power” is one of these.

Age limits on TV advertising restrictions may not be high enough. “Research is beginning to show that even more media-savvy children, 12 years and older, are not necessarily any better equipped to shrug off the advances of the advertising agency” than younger children, she says. And, of course, children watch TV outside their offical viewing times.

Read more: Otago Daily Times/NZ Herald, 21 June 2008

Published on June 22, 2008 in New Zealand news