LONDON: The Incorporated Society of British Advertisers is urging food manufacturers to tighten controls on web promotions aimed at youngsters.

ISBA's members, which include the Coca-Cola Company, McDonald's and the Kellogg Company, have been asked to adopt a voluntary code for the marketing of food and drink products to under-16s on their company websites.

New guidelines urge marketers to forego "hard sell" techniques and to use licensed characters with a "due sense of responsibility".

The advertisers' body is responding to increasing concern in the UK about childhood obesity and a clamour among health activists for more government intervention in 'junk food' advertising.

Data sourced from; additional content by WARC staff