Using food advertisers to promote healthy eating
Posted by kathryn in Food Labelling
Just saw this report on CalorieLab – about a French initiative which leverages healthy eating messages off the back of food industry adverts.
Since February 2007, advertisements for foods on French television and radio are obligated to include health messages created by the government. Companies have the option to refuse to publicize the health messages, but are in turn taxed 1.5 percent of their advertising budget for that particular campaign, a sum that the French National Food Industry Association reportedly found “scandalous.”
While I can’t imagine this happening here in Australia, in the near future, it’s an interesting idea. It’s not new information, but a means of making that info more sticky.
The full report is available at CalorieLab.
What do you think?
19 April, 2008
Comments
Sensational idea.
It must have cost a pretty penny, though.
I think it’s a great idea. I don’t think the U.S. congress would ever pass something like this, unfortunately.
I think this is awesome Kathryn!! How many negative advertisements are we bombarded with each day, and you don’t even need to watch tv or listen to the radio – just drive down the street and see the line-up of the fast food restaurants beckoning you to come on in.
The subconscious mind is receptive to repeated words and images and if you’re receiving a healthy message in a food advertisement, over time your mind will pick that up. I say that the rest of us (I’m in the States) need to follow the example of the French.
Thanks so much for posting about this. :)
Lucy, Kalyn and JoLynn – thanks for your comments. I also think it’s an interesting idea and worthwhile pursuing. It’s a great reality check on the exciting, flashing images you’ve just seen. And interesting that 60 percent of people have memorised the lines / catchphrases. Would love to see some more research on the effects of this style of programme.
Fantastic idea! Thanks for the link. I’d love to see this become a reality in Aus.
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