It's never to early to start.

Start shilling that is.

Snack food manufacturers in England are in the throes of what is termed "stealth marketing" to children. The premise is that the kids become brand ambassadors and perform specific tasks, from postering to commenting on social media to direct endorsements during recess. In return the kids get 25 quid, free food, prizes, social prestige, and the fun-filled sensation of childhood obesity. It's a win / win all around.

The idea of empowering the actual consumer of the products is nothing new, but when the consumer is easily influenced, and doesn't have the requisite skills to make an informed decision, is it more like exploitation? Sure, teens will shovel fast food and sugar into themselves, but when you're going after 8 and 9 year olds in a medium where there is no advertising standards watchdog, don't you think its gone too far?

Funnily enough, the British government doesn't think so. They've embraced the idea and are using it to promote healthy eating. Yes, that sound was two truckloads of irony colliding head-on.