That is the claim of researchers from the University of Bath, who are calling for tighter regulations to protect children from the “subconscious effects” of advergames.
A report by the university’s Institute for Policy Research says that companies are using advergames to advertise food and drink products that are high in salt, sugar and fat.
Advertising unhealthy food is banned during children’s TV programmes but advergames are accessible on social media sites, company websites, apps and as downloadable content.
The research by the Bath academics suggests that youngsters as old as 15 do not realise that advergames are advertisements and that children’s food choices can be influenced without them even knowing.
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