Food giants told to have health warnings on ‘advergames’

Online games are promoting foods with high levels of sugar, salt and fat, according to the Local Government Association (LGA).

Leading brands including Chewits and Nesquik have free games on their websites which have been dubbed “advergames”.

The slogan “I Predict You’ll Be Hooked…” is used for a Mystic Chewie game promoting Chewits sweets.

The LGA, which represents nearly 400 councils, are also demanding tougher advertising rules on what can be marketed to children.

Katie Hall, chair of the LGA’s community well-being board, said: “It is unacceptable for food giants to be targeting children with these addictive games.

“Food manufacturers are weaning youngsters on to a diet laden with sugar, fat and salt – creating the next generation of unhealthy children.

“This can have long-term consequences which can last into adulthood. Councils are already being forced to tackle the obesity epidemic with shrinking resources.”

Figures published on Thursday in the Chief Medical Officer’s annual report show that more than three quarters of parents of obese kids do not realise their child is overweight.

Between 2006/07 and 2012/13, around 27,860 children every year were also found to be severely obese.

The warning comes after the chief medical officer said a sugar tax may have to be imposed on calorie-laden food and drink to tackle Britain’s obesity crisis.

Dame Sally Davies said hiking the prices of products like fruit juice and fizzy drinks – which has been introduced in countries like Denmark – may be the only solution.

Chewits insists it was not trying to “side-step” advertising guidelines, adding: “We take our responsibilities very seriously.”

Nesquik owner Nestlé said: “Nestlé has strict policies in place regarding marketing and advertising to children. We would only market products to under 12s which meet our strict nutritional profile and has limits for sugar, salt and fat content.”

A spokeswoman for the Advertising Standards Authority said: “We’ve banned advergames that promoted overeating and will not hesitate to ban any others that encourage unhealthy diets or lifestyles.

“We’ve also issued clear guidance to advertisers to help them prepare their advergames responsibly.

“On top of this, we’ve just announced that we’re conducting new research and monitoring the sector to ensure that the regulation of food and soft drink advertising continues to be effective and proportionate, particularly when it comes to protecting children online.”