Fast food giant McDonald's has received the dubious honour of a hat trick in the annual children's food marketing Fame and Shame Awards.

Voted by more than 200 members of the Parents Jury, an online network of parents who advocate improving children's food and physical activity, McDonald's was named the most irresponsible creator of food promotions in three out of four categories.

These included McDonald's sponsorship of a high school maths website (the inaugural 'Techno Hack' category), the 'Pester Power' award for animated Happy Meal TV ads which feature animation and play equipment, and the Jury's 'Bad Sport' category for sponsorship of grassroots state Little Athletics competitions.

The 'Smoke and Mirrors' category was won by Kellogg's Nutri-Grain ads, deemed misleading due to the high-sugar cereal's promise of turning young boys into elite athletes.

In its fifth year, the awards also paid tribute to those promoting healthy food choices to children.

The Socceroos took out the Fame Award for Parents Choice for their association in 2009 with Sanitarium Weet Bix and Batlow Apples.

Victorian Health Services Commissioner Beth Wilson likened shopping with children at a supermarket to a war zone.

"There is a deluge of propaganda out there," she told the awards ceremony on Tuesday.

"Advertisers understand very, very well the psychology of children and they really cash in on it."

Ms Wilson warned the insidious marketing of junk food to children leads not only to obesity and other chronic illnesses but long-term health costs to the community.

And banning junk food advertising on television will not get rid of the problem, obesity expert Anna Peeters says.

The Monash University public health researcher said that media like the internet, which remain unregulated, circumvented regulation of other media.

"We're trying to redress the balance," Ms Peeters said.

"We're pushing towards more corporate and social responsibility."

Comment was being sought from McDonald's Australia.

AAP

Source: The Age.com.au, November 17 2009

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