Besides England’s 2-0 win against Trinidad & Tobago, The Guardian’s front page today is devoted to the British government’s attempts to tackle obesity.

Fair game, I say, but what grabbed my attention particularly was the first paragraph:

“Controls on junk food advertising could be extended to websites, text messaging, computer games, cinemas and posters under radical plans being drawn up by the government, the Guardian has learned.”

Ignoring the other methods of delivery – each well worthy of debate – it’s website advertising that’s got me thinking.

How does a government go about banning online advertising? And, even if it could, what’s to stop foreign junk food firms advertising?

A Google search later and I’ve found details of similar news down in Australia:

“A report in the latest issue of Choice magazine finds many food companies are devoting entire sections of their websites to so-called “advertainment” aimed at children, incorporating games, competitions and content designed to enhance their products’ appeal to youngsters.”

“Unlike advertising on TV, radio or in print, online promotion falls outside the voluntary code of practice governing how companies can market foods to children.”

A worrying trend indeed – and one that is no doubt being replicated worldwide. Australian Federal Health Minister Tony Abbott called this ‘Pester-power’ advertising.

Closer to home, EUobserver.com last week spoke to European Heart Network (EHN) chief Susanne Logstrup, who said the advertising industry must take some responsibility:

“‘There has been a big increase in the marketing of exactly those food products that children should not be eating’ on the TV, internet and via event sponsorship.

“The percentage of television advertisements for unhealthy food aimed at children ranged from 49 percent of all child food ads in Italy to nearly 100 percent in Denmark and the UK”

Despite strong words regarding potential EU-wide legislation and television bans already existing in Sweden, Ireland and Greece, no specific mention is made of how to stop online junk food advertising. The closest the EUobserver piece gets is this briefest of mentions:

“Nine major soft drink companies including Pepsi, Coca-Cola and Cadbury Schweppes have agreed not to place any marketing communication in printed media, websites or during broadcast programmes where more than 50 percent of the audience are children under the age of 12.”

Finally, back to football (the root of all evil?) where the BBC reports today that FIFA and the FA have been attacked for accepting sponsorship deals with “unhealthy” food and drink brands such as Budweiser and McDonalds.