Chile is Redefining the Food Advertising Game
NYT – The Chilean government, facing skyrocketing rates of obesity, is waging war on unhealthy foods with a phalanx of marketing restrictions, mandatory packaging redesigns and labeling rules aimed at transforming the eating habits of 18 million people. Nutrition experts say the measures are the world’s most ambitious attempt to remake a country’s food culture, and could be a model for how to turn the tide on a global obesity epidemic that researchers say contributes to four million premature deaths a year.
Chile is not messing around. It took 10 years, but legislators were able to pass an act that will put the years of heated debate (or lobbyist giving politicians money) to a true test. No more cartoons on boxes, up to an18% tax on soft drinks, new commercial advertising restrictions and WARNING labels on products themselves are the highlights of this Chilean health revolution. I for one am ready to pull up a seat, pop some (air popped) popcorn and watch what happens over the next 5 years.
If these laws are not removed or drastically altered by the new incoming president (who voted against them in 2011), Chile will be the first country putting government health intervention to the test. Americans don’t blink an eye as the federal government spends their taxes on god-knows-what but try and mess with their ability to buy a super XL Soda? Buckle up! Former NYC Mayor Michael Bloomberg will be the first to say its harder then it looks
I know I know, it’s simply impossible to buy two medium size sodas if an XL is not longer an option! One of the eye opening mandates in this Chilean law is the strict packaging regulations:
“Strolling through a Chilean supermarket can be visually jarring. Boxes of Nesquick chocolate powder no longer include Nestle’s hyperkinetic bunny. Gone, too, are the dancing candies that enliven packages of M&Ms the world over. Then there are the warning signs that appear on the front of countless items.”
No talking tigers or crazy toucans helping me pick the perfect morning fuel? An interesting aspect about the new advertising is not what has been removed but whats been added:
The linchpin of the initiative is a new labeling system that requires packaged food companies to prominently display black warning logos in the shape of a stop sign on items high in sugar, salt, calories or saturated fat.
Now that I think about it, I think I’ll pass on the Zucaritas this morning. It’s pretty amazing to see first hand how the visuals on a product really change its whole complexion. Most of the time you see the product get more (and more) appealing, in this case it’s the complete opposite. Haven’t seen a packaging downgrade this extreme since…well
Makes ya think….
Anyhow, these are some revolutionary and game-changing health initiatives playing out in Chile right now. Its success (or failure) will most certainly set the stage for more countries to follow suit. As for you, there’s nothing stopping you from making healthy choices in an unregulated US food market. You can even have it delivered, so whats the excuse?
