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Manufacturers of salty, fatty and sugary foods that target children via social media campaigns have been criticised by health campaigners.

In a report published by the British Heart Foundation (BHF), the charity condemns food manufacturers for producing free gifts, such as apps, downloads, ringtones and games designed to appeal to children.

The 21st century gingerbread house: How companies are marketing junk food to children online accuses companies of using social media campaigns to circumvent government regulation that prevents unhealthy foods from being promoted on children's television.

The report claims that: 'Social media channels enable companies to build relationships on a one-on-one basis by communicating directly with children.'

It adds: 'Social sites also extend marketing messages into children's social media feeds when they opt to 'follow' or interact with a brand - effectively expanding their reach to the child's social network.'

Betty McBride, director of policy and communications at the BHF said the practice is widespread: 'Companies [are] using a panoply of techniques to promote brands and products - techniques which many children will find difficult to identify as advertising.'

The charity is now calling on the UK Government to introduce consistent advertising regulations across all forms of media.

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