In Online Games, a Path to Young Consumers

This article in the New York Times, is about Internet advertising reaching young kids. Companies, like General Mills, often sell sugar cereals and junk food, and are using multimedia games, online quizzes and cellphone apps to build deep ties with young consumers.These tactics mix advertising and entertainment and cause concerns of children advocates.
While commercial advertising is prohibited during children's programs on TV, Internet ads can successfully reach young consumers. I think if the marketing is aimed at improving children's diets, it can be understandable,but it would be very hard to draw the line between "positive" and "negative ads".