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 when promoting their products. In Brazil, for example, brands such as Pepsi combine their products with soccer balls. There are virtually no restrictive laws against this type of marketing. In fact, even elementary school students can become brand ambassadors.
Not surprisingly, a large portion of the population suffers from obesity, and there is no doubt that fast food consumption is a major factor. Since brands also sponsor school events in the form of edutainment, even very young children consume these unhealthy products. An interview with a chef reveals some interesting details about what the company prioritizes when making food, rather than nutrition or customers.
Faced with the reality of their actions, brands like McDonald’s deny any wrongdoing and ignore the fact that children cannot distinguish their advertising messages from other forms of engagement.
Another well-known problem is that while some advertisements promise international quality, when products are actually compared, countries like India have far higher levels of saturated fat than countries like France. The fact that France has some food laws may have contributed to this discrepancy.
However, it turns out that even in countries with laws, companies still find ways to get around them. For example, in Europe, brands like Oreo and Fanta make games for kids, and kids just interact with their products without even realizing they’re advertising. Parents often don’t even know these games exist. There are no penalties and no parental consent is required.
It raises the question of who is actually responsible for these problems. Parents, advertisers, international brands, marketers and developers or policy makers? Or is it up to the individual consumer to decide what is healthiest for them?
This is a very interesting problem, and it will take political courage to enact sanctions and regulations to solve it. The perspective provided is a more detailed and interesting one, which has generated more interest in the topic.
Directed by: Camille Le Pomellec
Comment(1)