Leading UK modelling employment agency Models Direct has spoken a lot about issues surrounding obesity over the last few weeks.
Kellogg’s Slammed For Misleading Advertising
Leading UK modelling employment agency Models Direct has spoken a lot about issues surrounding obesity over the last few weeks. We have looked at various advertising campaigns that employ child models, child actors and even real children to help raise awareness of the negative effects of childhood obesity, and to encourage a proactive approach in dealing with it. We have also asked whether or not parents are to blame when children are seriously effected by issues surrounding their weight.
Obesity is a problem that effects an increasing number of us – young and old – and part of the problem is the irresponsible food marketing approach taken by certain trusted companies. One such company that has been brought to our attention this week is Kellogg’s. The trusted cereal giant has been accused by the Australian ‘Parents’ Jury’ of running two of the country’s worst junk food marketing campaigns. We decided to find out more.
Apparently Kellogg’s’ Nutri-Grain campaign took the ‘Smoke and Mirrors Award’ – an award given for the advertisement that is the most misleading about health. 2011 is the fifth year that Nutri-Grain has earned this award, based on the fact that Nutri-Grain products are promoted as a healthy option despite being packed with sugar and simple carbs.
The Kellogg’s LCM 4D Choc Bar advertisements won the Pester Power Award due to their cartoon style and the fact that they are so often shown between children’s TV programmes. Studies reveal that even if a child does not like the food in question they will nag parents to buy it more when cartoon characters are used in advertising. Here at modelling agency Models Direct we admit being quite shocked by elements of the advertisement (shown above) for the 4D choc bar. One particular scene where a child model/actor is shown being practically force fed liquid chocolate feels particularly disturbing and makes uncomfortable viewing.
Corrina Langelaan from The Parents’ Jury says: “Restricting advertisements for unhealthy food is necessary. On its own, this won’t reverse the high levels of childhood obesity. However, it is a solid move to help create a healthier society.
“Parents need a positive environment to reinforce healthy eating habits, instead of constantly battling unhealthy food promotion.”
Do you agree with this opinion?