"blatant total" to ensure companies have endorsed by authorities: Consumer Power
They twist producers of junk food advertising information
Neither the guidelines or codes prohibition set industry justify companies in the industry.
A stand outside a school. Photo: Luis Humberto Gonzalezscrap
Susana Gonzalez G.
La Jornada
Sunday February 6, 2011, p. 24
junk food companies were turned upside down "verging on total brazenness" about the guidelines for the sale of food and beverages in schools: first adamantly opposed to the originally proposed by the Secretariats of Health (SSA ) and Public Education (SEP), then lobbied to ensure that the modified to your taste and now use them to promote their products in advertisements to the extent that some companies even claim that the authorities "recommend," said Consumer Power (EPC).
For Karla Lorena Ávila Jiménez and Torres Cerda, director of Council Self-regulation and Advertising Ethics (Conar) and the Mexican Council for Consumer Products Industry (ConMéxico), respectively (which are affiliated with large food companies such as Bimbo, Sabritas, Barcel, Coca-Cola, Pepsi Cola, Jumex or Danone), no guidelines or codes of the food industry down a ban on the issue and even say their new ads serve to inform and guide parents what products meet the new regulations.
fruits and vegetables displace
"But one thing to say that this or that product meets the guidelines and other promoted on their ads claiming they are" recommended by the SEP and health in schools. "It is a deception for parents and children because they assume that they are healthy when they are not even included, much less are recommended in the plate of good food, in their own guidelines or the Agreement Food Health, "said Alejandro Calvillo, director of EPC.
Jumex, for example, a manufacturer of juices, nectars and soy beverages, spreads in its advertising and on its website the following announcement:" Jumex is liquid food. Recommended by the SEP and health in schools ", while Boeing has launched Barcel and similar messages.
" If the authorities continue to permit then there is the possibility of 700 products highly processed are also promoted by companies as 'recommended' by the two secretariats, displacing the consumption of fruits and vegetables really is the objective to promote the guidelines, "said the director of EPC.
So far, SEP and SSA have not taken action on the matter. Nor has the Federal (CJF), which this newspaper asked, without response, an interview about linking the issue with misleading advertising and that when the unit conducts studies of quality of goods and services prohibited companies to use their results to market themselves.
Alejandro Calvillo said having aware that the Federal Commission for Protection Against Health Risks (Cofepris) had requested the removal of such messages but has not been corroborated. Considered that if Profeco has not intervened in the case is because the health issues relate to Cofepris because it sets the rules on advertising of the General Health Law.
"What is clear is that the SEP and SSA have a responsibility in the matter because the companies are using to endorse and promote the consumption of these products. Cofepris has more reason to react, is the authority that directly and with no way corresponds to regulate this, "he said. Karla Avila Jimenez
justified
if Conar has not acted is because the topic does not violate and is not even considered in any of the articles of the SRO Program in Food and Beverage Advertising Child (Fabia Code), created two years ago and the 33 companies that have subscribed which concentrate 83 percent of ad spending.
- Conar is being neglectful?
"I do not say that. In both Conar not entrusted that part, we can not intervene. We are not looking the other way, but if there is a strong issue ad that violates the Fabia and the principles of Conar not intervene.
For Lorena Cerda, director of ConMéxico, is "valid" that some companies promote their products by ensuring that the authorities recommend. "Companies are meeting consumer needs to know which products are approved and each individual company chooses the most appropriate channels to communicate responsibly," he said.
- Use the guidelines to substantiate its advertising and promoting their products?
"I'm not saying that. Consumers are entitled to know which products meet the guidelines because even if the Internet does not usually consult everyone. Companies, through mass communication channels, make known to consumers what foods to comply. I think it is a responsible action. I as consumers prefer what they told me to avoid confusion, he said ConMéxico director.
Source: La Jornada
0 comments:
Post a Comment