• Business Week, Thursday, May 17, 2007 10:32 AM

Online kiddie communities are a feeding ground for big food companies, says new research from the Center for Digital Democracy and American University. Sites like Neopets.com require that users log on frequently to take care of their virtual pet, which includes feeding them ice cream, candy and baked goods. Food marketers like McDonald's and Kellogg's lurk on these sites, the report says, while some, like Wrigley's, have used their brand to create an advergaming portal.

The CDD/AU report details how low-nutrient foods are marketed to kids on the Web. Apparently, snack food brands are everywhere, from chat rooms to social networks. The authors suggest that the meteoric rise in such marketing contributes to childhood obesity and other health problems by encouraging kids to eat high-sugar, high-fat foods.

And it's been sent to the Federal Trade Commission for review. The CDD and other watchdog groups want to see sterner rules for marketing food products to kids online. As part of its review of food marketing to children, the FTC has asked some 44 food and beverage brands to reveal they're advertising practices to children.

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