Persuading companies to give up their lucrative ad campaigns targeted at children is proving a hard task, it appears. In December 2007, a group of food companies including Coca-Cola, Nestlé, Mars and Burger King signed an EU pledge to phase out all marketing aimed at children under the age of 12 by the end of 2008.

However, according to the Which? consumer guide, many of the companies are not holding their part fo the bargain and are taking advantage of relaxed laws to contact children via mobile and online media channels such as texts and emails.

Web-savvy kids prove an easy target
According to a recent Ofcom report (UK), 49% of British children aged between 8-17 have a profile on social networking sites such as Facebook, BEBO and MySpace. Companies such as Cadburys and Coca-Cola are continuing to use these channels as well as others to advertise product-linked competitions and such the like.

The backlash has already hit, as parents and general consumers believe that companies need to re-think their approach to children as they are one of the major factors in the obesity crisis hitting the UK, Europe and the States. In February 2008 Which? Conducted a survey which found that 88% of consumers think that food companies need to be more responsible in the way they market food to children and 84% think that governments need to be more involved to control the marketing of unhealthy foods to children.

Familiar faces boost sales
There are many well-worn tricks that corporations use to entice children to choose unhealthier options, such as McDonalds using film tie-ins to sell Happy Meals; the use of celebrities, familiar cartoon characters and free giveaways.

Although the Food and Drink Federation, which represents food manufacturers, dismissed the report as misleading, Which? Was adamant that something needs to change. Sue Davis, chief policy adviser of the watchdog, says the proof is before our very eyes:

"We're not against treats, and we're not against marketing, but we are against irresponsible company practices and hollow company commitments. You just have to walk around any supermarket to see the wealth of cartoon characters persuading children to pick the less healthy option. "