Getting around the kids advertising ban

Since the ban on advertising junk food to kids on TV, advertisers have had to get clever. Luckily for them, children are increasingly spending time on the internet, and no such restrictions occur online (yet).

In terms of TV, adverts promoting the consumption of unhealthy food cannot now be shown on
- children's channels
- children's programmes, and
- programmes that have particular appeal to under 16s

McDonalds has been by far the sneakiest, by advertising their carrot sticks on children's channels. It's entirely against the faith of the ban, but technically following the rules. This ad keeps McDonalds in the minds of the young audience, who are well aware that McDonalds is where they go to eat burgers, not carrots.

Milky Way have at least steered clear of children's programmes with their new ad, that's ostensibly targeting mums.

click here to view Milky Way ad

Mum is the only one to actually eat a Milky Way, which apparently helps her to "lighten up and play" with the children on their pirate ship aka climbing frame. The voiceover also tells us that Milky Ways have "no artificial colours, no artificial flavours and no preservatives" - which should help mum feel better about giving them to her kids, no?

But when it comes down to it, mum hands out Milky Ways to the children, and it's implicit that the chocolate has a magic power which makes their play area real. The pirate theme has a definite appeal for kids, who may not be actively watching Coronation Street, but are still likely to be in the room at 7.30pm.

Companies will always find ways around rules that threaten their revenues, and it's a difficult argument to take sides on, particularly as the confectionery industry has always relied on a majority consumption by children. But aren't these sneaky advertising methods only going to breed distrust in parents and confusion in kids?