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Let's kick unhealthy food marketing out of the World Cup!

11 Jun 2014

Consumers International has launched a social media campaign using the hashtag #JunkFoodWorldCup to draw attention to the way the football World Cup is being used to market unhealthy food. The campaign is part of CI’s call for more global action to tackle unhealthy diets.

#JunkWorldFoodCup_th

CI is asking people to collect examples of adverts in which pictures of footballers and other images relating to the World Cup are used to advertise food and beverage products that are high in fat, salt or sugar. These examples will then be published on Twitter and Facebook with the hashtag #JunkFoodWorldCup.

"If children see their favourite footballer advertising crisps or a highly sugared beverage, they will associate that product with sport and with being fit and healthy."

Occasions such as the World Cup can significantly boost sales for the food industry. There could be as much as US$2.3bn spent on World Cup TV advertising globally, according to tentative estimates by media buying agency network Group M. Food and drink companies will account for a lot of this spending. 

There is also expected to be a huge drive to use social media. Twitter has already reported more tweets about the 2014 World Cup before it has started than there were during the whole of the 2010 World Cup. 

Advertisers will be keen to link TV adverts with online activities. Sales of products with advertising linked to the World Cup are likely to see a huge spike. According to the market research firm Nielsen in the first week of the 2010 World Cup, sales of crisps and chocolate rose by 10% and 37% respectively compared with the same week the previous year.

The aim of CI’s campaign is to highlight how the food industry uses international sporting occasions to sell unhealthy food. CI Food programme manager Anna Glayzer said, ”Using footballers and images relating to football to advertise foods high in salt, sugar or fat gives the false impression that these products are healthy".

"The impact that this has on children is particularly worrying as they are more susceptible to advertising messages and imagery.  If children see their favourite footballer advertising crisps or a highly sugared beverage, they will associate that product with sport and with being fit and healthy".

Last month CI published Recommendations towards a Global Convention to Protect and Promote Healthy Diets. 

In it, CI calls for governments to introduce legislation that controls the marketing of unhealthy foods to children by restricting advertising that is likely to create an erroneous impression about a product’s health benefits and other characteristics. 

CI also advocates the prohibition or restriction of the sponsorship of international events by companies and brands associated with unhealthy foods and beverages.

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