Food brands “named and shamed” for using cartoon and film tie-ups

Cereal and snack food manufacturers are expected to be “named and shamed” by the Consumers’ Association (CA) for using cartoon characters to market unhealthy products to small children.

The CA is to reveal a “who’s who” of food manufacturers which it claims are fuelling the obesity, diet and health crisis by using film characters to sell products that are high in salt, fat and sugar. The list is revealed today (Wednesday) at the launch of the CA’s latest report on the food industry.

The consumer watchdog threatened to start a naming and shaming campaign a year ago when it launched its first report into the food industry and its marketing activities (MW March 4, 2004). It issued a number of demands including restrictions on advertising to children and the setting up of a Nutrition Council. It also called for consumers to boycott certain products if the Government failed to act within a month.

In April, the CA published a second report on cereal manufacturers, which it says make misleading health claims. The report was critical of the use of cartoon characters in advertising (MW April 8, 2004).

A number of food manufacturers, including Cereal Partners and Kellogg, and fast-food chain McDonald’s, use film tie-ups for promotional purposes. Some manufacturers also license characters for product launches, such as Cereal Partners’ Mud and Worms cereal which used Dreamworks’ animated film character Shrek on the packaging.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here