Marketing to children and teens on Australian food company web sites

Purpose - Given the role that food marketing plays in influencing dietary patterns in children, the aim of this article is to explore the internet-based marketing tactics employed by eight leading Australian food companies that produce and distribute foods that are predominantly consumed by children. Design/methodology/approach - The marketing policies and child-targeted internet marketing practices of eight major Australian food companies were examined. Findings - Seven of the eight food companies have web sites or sections of sites that are devoted to children and/or teenagers; with downloadable materials and extensive direct marketing. Of most concern was the collection of detailed personal information from children and/or teenagers, which was evident on the web sites of five of the seven food companies that have such sites. Research limitations/implications - This study examined only eight Australia food companies, so the findings cannot be generalized to other companies, or companies in other countries. The study was conducted at a specific point in time and, given rapid changes in internet marketing, it is likely that new strategies and messages will have emerged since data collection. Originality/value - The article provides a unique snapshot of internet marketing practices of a sample of Australian food companies targeting children and adolescents, and raises important issues for discussion regarding the appropriateness and ethics of some of these practices.