Characteristics of Food Industry Web Sites and Advergames Targeting Children

Objective: To assess the content of food industry Web sites targeting children by describing strategies used to prolong their visits and foster brand loyalty, and to document health-promoting messages on these Web sues Design: A content analysis was conducted of Web sites advertised on 2 children's networks, Cartoon Network and Nickelodeon A total of 290 Web pages and 247 unique games on 19 Internet sites were examined Results: Games. found on 81% of Web sues, were the most predominant promotion strategy used All games had at least 1 bland identifier, with logos being most frequently used On average Web sites contained 1 healthful message for every 45 exposures to brand identifiers Conclusions and Implications: Food companies use Web sites to extend their television advertising, to promote brand loyalty among children These sites almost exclusively promoted food items high in sugar and fat Health professionals need to monitor food Industry marketing practices used in new media