Nabisco, Frito-Lay, Hershey Foods and General Mills are among the companies offering free online games that heavily promote the sponsors' products. While the companies favor the online games because they are an inexpensive way to reach large numbers of consumers, some analysts criticize the technique as overmarketing to children. Brand marketers say the games follow guidelines set by an independent group sanctioned by the Federal Trade Commission. Kraft said its site is intended for adults, and Frito-Lay says its online games are not meant to undermine the promotion of a healthy lifestyle.
Published in Brief: