Consumers’ freedom of choice—advertising aimed at children, product placement, and food labeling

Abstract

The prevalence of obesity and overweight skyrockets and leads to a myriad of consequences on the individual and the population level, as well as on health care systems and the economy. Food advertisement and promotion, especially aimed at children, and food labeling are important factors behind the obesity epidemic. One of the aims of this paper is to identify and communicate the subtle and aggressive marketing strategies of unhealthy food in order to protect consumers’ freedom of choice. We also aim to raise awareness concerning advertising aimed at children, product placement, and food labeling among consumers and public health professionals. Multiple studies conducted by European consumers’ associations reveal the negative impact of the advertisement of foods that are high in fat, sugar, and salt aimed at children. Industry exerts a whole variety of methods concerning food promotion. Parents are concerned with the advertisement of unhealthy food and largely miss the promotion of healthy food. Product placement of an advertising nature disrespects the principle of separation between advertising and editorial content, and, therefore, jeopardizes consumers’ freedom of choice. Nutrition facts on food packages do not adequately attract consumers and are not easily understandable. We conclude that self-regulation on part of the industry and national measures may not sufficiently protect consumers, especially children. There is a need for strict, European-Union-wide legislation on advertisements and the promotion of unhealthy food covering the whole variety of marketing tactics. Food labeling needs to be simplified and standardized across Europe to help citizens make healthy food choices.