MANUFACTURERS are using text messages to target children’s mobile phones with advertisements for sweets and snacks in a move that will enrage anti-obesity campaigners.

The news comes just days after the Commons health select committee criticised the food industry’s promotional “onslaught” on children in a damning report that castigates the government’s failure to tackle obesity.

Children are encouraged to text a number or a word to see if they have won a prize under campaigns that have been run by companies such as Masterfoods, the maker of Mars bars, Walkers Snacks, Coca-Cola and McDonald’s. The companies can then send back promotional information and retain the sender’s number.

Healthy eating campaigners are outraged by this latest use of mobile technology. Debra Shipley, Labour MP for Stourbridge, said: “I’m shocked to hear of this cynical targeting of young people. It’s outrageous.”

Shipley is trying to pass a children’s food bill that calls on the Food Standards Agency to regulate the advertising of food based on its nutritional quality.

“If the government fails to act, it is clear it is working hand in glove with the vested interests of the food industry rather than for the best interest of children,” she said.

John Reid, the health secretary, is looking at moves that could ban junk food manufacturers from advertising during children’s television programmes. Reid’s aides say he may consider “the nuclear option” of banning advertising when children, rather than adults who can make their own decisions, are watching programmes.

But it is not clear how “junk food” would be defined and ministers would face a huge amount of lobbying. The move could also see more manufacturers switching to other ploys such as texting.

Ian Tokelove, spokesman for the Food Commission, said: “Companies are using text messaging as a way of influencing children while keeping parents out of the loop. They can apply direct pressure on children and the majority of it is for unhealthy foods.”

The leading firm in the field is 12snap, a specialist mobile phone marketing company. Matt Jones, the company’s business development manager, said texting is becoming an increasingly effective way of contacting potential customers.

“Brands build up a relationship with the person texting in, get close to them. It’s the easiest and most convincing way to talk to a teenage audience,” he said.

“I understand concerns about marketing snack foods but if companies can get in the minds of a teenage audience like this then maybe their healthy competitors should look at using the same medium.”

More than 50% of children aged between seven and 15 own mobile phones, according to a recent NOP survey.

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