In this
feature, we get a glimpse into the world of fast-food
advertising, mainly in developing countries.
International food brands are not afraid to incorporate
the local culture of these countries in the advertising
of their products.
For example, in Brazil,
brands like
Pepsi and Coca-Cola will couple their products with football.
There
are actually no limiting laws against marketing like
this.
In fact, even school children can become brand
ambassadors.
Unsurprisingly, a large portion of the population
suffers from obesity and there is no doubt that fast
food consumption is a major contributing factor.
Since
brands also sponsor school-based events in the form of
edutainment, very young children consume these unhealthy
products too.
An interview with a chef reveals
interesting details about what the companies consider
priority in producing their food and it is not nutrition
or the customers.
When confronted with the reality of their actions,
brands
like McDonald's deny any wrongdoing and disregard
the fact that children cannot differentiate their
advertising message when coupled with other forms of
engagement.
Another noted issue is that while some advertisements
promise international quality, when the products are
actually compared, the amount of saturated fats in
countries like India is so much more than in countries
like France.
The fact that there are some regulatory
food laws in France may contribute to this difference.
However, it is revealed that even in countries where
there are laws, companies still find some way to get
around it.
For instance,
in Europe, brands like Oreo and Fanta make games for children, and children simply
engage with their products without even being able to
differentiate that they are being advertised to.
Oftentimes, parents are not even aware these games
exist.
No sanctions exist, and there is no need for
parental approval.
It raises questions about who should actually take
responsibility for these issues.
Is it parents,
advertisers, international brands, marketers and
developers, or policymakers?
Or is it on the level of
the individual consumer to decide what is most healthy
for them?
It is quite an interesting problem which, in order to be
addressed, will require political courage to create
sanctions and regulations.
The viewpoint offered is a
detailed and interesting one that sparks even further
interest into the issue.
Source
