2007 Children's TV Food Advertising Awards

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McDonalds scores a hat trick in the Parents Jury's Ad Awards

Parents have expressed their objection to McDonalds Happy Meal ads for the third year running. The Spongebob Squarepants Happy Meal ad was voted the outright winner in the Pester Power Award category announced in Melbourne today at the 3^rd annual Children's TV Food Advertising Awards.

Members of the Parents Jury were invited to vote for TV food ads in three categories. The Pester Power Award was awarded to McDonalds for having the most manipulative food ad on television. Professor Boyd Swinburn from Deakin University says this outcome clearly highlights the continuing frustrations parents have about toys being used as marketing gimmicks for unhealthy foods.

"The message is loud and clear. Parents are fed up having to contend with McDonalds enticing their children to want its food by using free toy giveaways. Parents have enough pressures to deal with these days without this kind of manipulation," he said.

The Parents Jury gave its tick of approval this year to Woolworths', awarding the Parents Choice award to its Fresh Fruit Kids ad. Mother of three and Parents Jury member, Jacqi Deighan said members voted overwhelmingly in support of Woolworth's new ad.

"It's great to see an ad on television that not only promotes healthy food, but also shows just how easy it is for kids to get in the kitchen with mum or dad and prepare their own healthy snacks," Jacqi explained.

The Smoke and Mirrors Award went to Kelloggs Coco Pops Coco Rocks ad for being the most misleading. Parents Jury members criticised the ad for giving the impression it is a healthy choice for their children. The ad highlights the cereal's high wholegrain and fibre content and as a result diverts parent's attention from the fact that it is almost a third sugar. Parents felt that the ad was highly deceptive as the product is not an appropriate cereal for children to eat every day and that its sugar content is more in line with the classification of a confectionery product.

Prof. Swinburn says food and drink companies often use clever wording and phrases in their ads to make their product sound healthier than it actually is.

"This kind of smoke and mirrors marketing is a concern for parents who are trying to do the right thing and are looking for healthier alternatives, but in fact, it is extremely deceptive," he said.

The Parents Jury

The Parents Jury is a web-based forum for parents to voice their views and collectively advocate for the improvement of children's food and physical activity environments. The group now has 2900 members. The Parents Jury is supported by Diabetes Australia - Vic, The Cancer Council Australia and its member organisations, the Australasian Society for the Study of Obesity and VicHealth.