Empty pledges on food websites targeting children. A persuasive mark study.

Food manufacturers worldwide have typically adopted self-regulation when it concerns their targeting of children. In the EU, this resulted in the EU pledge that has seen some changes and more strict regulations in recent years. These more recent versions also include websites. The EU pledge members also monitor their compliance and this is a supposedly independent study. The results of that monitoring study are summarized as " a high level of member companies’ compliance with their commitments, as well as a significant change in the balance of food advertising to children in the EU towards options that meet common nutrition criteria" (p. 19). Of course, many of these producers typically have lean websites simply listing their catalogue, without a lot of marketing added.

Sample website from a corporate perspective. Little marketing involved

We also did a study to evaluate existing food websites targeting children. Rather than starting with the food producers, we started from the websites that are advertised to children (on food packages that often refer to campaign websites, online games etc.). In a study focusing on Belgium and the Netherlands, our results were much less rosy.
Marketing features were used on each website. Of all the foods these websites advertised, the vast majority (i.e. 88.5%) were unhealthy. A lot of the websites did actually not directly relate to the pledge members although these members represent a majority of food production. However, and this might be most unexpected, pledge members did not stand out with less marketed websites or websites advertising healthier food.

Sample website from a child's consumer perspective: a marketed advergame

More info on the article (International Journal of Health Promotion and Education) here and a full read here