UK advertisers' body Isba is pushing its members, including Coca-Cola, McDonald's and Kellogg's, to adopt tougher rules for their online promotions aimed at children.

Under current regulations advertisers are free to run any content - such as games and promotions appealing to children - on their own corporate websites because they are classified as editorial content not advertising.

The Advertising Standards Authority and self-regulatory industry rules cover paid-for online advertising such as banners.

Isba is calling on its members to adopt a voluntary code when promoting food and drink products to under-16s on their own websites.

New guidelines ask companies to avoid "hard sell" techniques and to use licensed characters - such as The Incredibles or Spiderman - with a "due sense of responsibility".

"This new guidance reflects parental and consumer concerns, giving advertisers a chance to voluntarily extend self-regulation to the online space," said the Isba director of public affairs, Ian Twinn.

Isba has made the move just as new research, by trade title New Media Age, has accused brands such as McDonald's, Haribo and Kinder of breaking the "spirit if not the letter" of the existing rules by running games, video and cartoons on their own websites.

Isba member Kellogg's, the biggest kids' food advertiser in the UK, has just overhauled its online marketing strategy.

Kellogg's previously ran a portfolio of websites, for brands including Coco Pops, containing a range of games and interactive elements.

Kellogg's, which has introduced tougher restrictions across all marketing to children, will now launch an online presence called Head Starters.

Gone are the catchy games and kids' clubs. Instead Head Starters aims to be an "educational website tool to children".

"We now want to strike a balance and kids' brands - and the role they have at breakfast time - is extremely important. However, we also have to realise the world, the regulatory world, has moved on and we are keen to lead an approach beyond just the letter of the law. We don't want any doubt," said the Kellogg's UK marketing director, Kevin Brennan.

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