Food websites tempt kids

By Nanci Hellmich

7/19/2006 - USA TODAY

Children are getting a bellyful of food marketing through Internet games and websites touting products such as Snickers, Lucky Charms and Cheetos, according to a study released Wednesday by the Kaiser Family Foundation.

In the first comprehensive review of food marketing to children on the Web, the research found 85% of leading brands that target kids in TV ads also have games and other material on the Internet. The sites promote snacks, cereal, fast food, sugary drinks and candy.

More than 500 "advergames" such as Hershey's Syrup Squirt, LifeSavers Boardwalk Bowling and M&Ms Trivia Game were offered on 77 websites.

Many sites have special features. Oreo.com has a jingle contest for songs about Oreo cookies; McDonald's Ronald.com has pages for kids to color; Capncrunch.com, which promotes the Quaker Oats cereal, offers screensavers.

The study found that the 77 websites for major food products had 4,000 pages designed for kids. The sites received about 12.2 million visits from children ages 2 to 11 during a three-month period in 2005. Among other findings:

• 53% of the sites, such as KelloggsfunKtown.com, have commercials. Some sites have webisodes, which are serialized cartoons or TV shows featuring products or characters.
• 64% use viral marketing, urging children to e-mail their friends with a link to the site.
• 38% have incentives for children to buy foods to get access to special games or prizes.
• 25% offer children under 12 a membership so they can receive information about special offers, new commercials and new brands.