- Currently, 75% of the adult Mexican population is overweight and/or obese.
- The #ChatarraInfluencer observatory was created in which celebrities who promote junk food without respecting current advertising laws can be denounced anonymously.
- Between January and October 2022, Profeco monitored only 26 Instagram accounts and no YouTube and TikTok accounts of celebrities and brands.
Food is a highly relevant issue due to its impact on the lives of millions of people. Especially in recent years there has been an exponential increase in obesity rates and Mexico is one of the most affected countries. Although it is not the only cause, the consumption of Junk food is one of the reasons behind this phenomenon.
However, another issue that must be taken into account is the legal framework. There are specific laws that have been created to limit advertisements for these types of products. Even a couple of years ago a new food labeling with clear legends about the food content was approved.
Advertising that threatens health
In this regard, organizations defending consumer rights, The Power of the Consumer and Tec-Check created the citizen observatory #ScrapInfluencer. The objective of this initiative is to record cases in which influencers and the industry violate current regulations on advertising by misleadingly promote products and services, especially those that threaten public health.
“With the observatory we want to start a public discussion about the role of influencers and the power we give them in our society. Instead of positively influencing our society, influencers promote any product and service without respecting regulations and without considering the damage they cause to the health and economy of their followers”, says Maximilian Murck, CEO of Tec-Check. .
through the observatory #ScrapInfluencer, citizens can denounce deceptive campaigns that put the health and rights of girls and boys at risk. The purpose is to highlight and, eventually, stop the abusive practices of the food industry and influencers in Mexico, especially that of ultra-processed products.
In turn, it is accused that the competent authorities, including the Federal Consumer Attorney (Prophecy) and the Federal Commission for the Protection against Sanitary Risks (Cofepris), continue without making a clear analysis of social networks.
With this in mind, Between January and October 2022, Profeco monitored only 26 Instagram accounts and no accounts on YouTube and TikTok. As a consequence of this lack of monitoring, the consumer population found itself more exposed, while abusive practices by influencers, marketing agencies, and brands were encouraged.
🔴📲We launched the observatory #ScrapInfluencer
Upload your evidence of deceptive campaigns for unhealthy products promoted by influencers! 🛒🤳https://t.co/b3BHp7hRyk
🧵⬇️We document the campaign of @rosalia with @cocacolamx and misleading advertising @LuisitoComunica pic.twitter.com/dpBsD80YgK
— Consumer Power (@elpoderdelc) April 26, 2023
For his part, Alejandro Calvillo, General Director of the association The Power of the Consumer He argued that the most serious thing is that all the messages are presented as personal recommendations, while in reality it is advertising for which the influencer receives remuneration.
“This represents a deception because there is a principle of authenticity of advertising that establishes that the audience must receive information that, as in this type of case, it is advertising. There is a deceit when presenting them as a personal recommendation and this is even greater when it is done in front of girls and boys. It should be noted that many of the advertised products have already been regulated in other media”.
In the observatory there are three campaigns monitored by the organizations:
The first belongs to Luis Arturo Villar Sudek, also known as Luisito Communicates. He has 33.4 million followers on Instagram and 40 million subscribers on YouTube. One of the problems detected is that it misleadingly promotes its own alcoholic beverage to minors, violating the Regulations of the General Health Law on Advertising.
Besides, loves blitz is a gaming influencer with 5.5 million followers on Instagram and 11 million followers on TikTok. In her videos it has been detected that promotes the drink that Coca-Cola launched in collaboration with Rosalía. This campaign has also been promoted by another dozen influencers.
Finally, the company McDonald’s, multinational junk food, hired several influencers to promote a new hamburger on Instagram and TikTok. The influencers repeat the same script as a personal recommendation:
“McDonald’s made their perfect match: McCrispy Spicy Deluxe Chicken. It is made from 100% crispy chicken breast, with two slices of tomato, lettuce, potato-based bread, and a spicy sauce.”
However, one of the most relevant aspects is that anyone can make a complaint within the observatory. All that is required is Enter this link and fill out the form available on the complaint button.
Users can submit evidence anonymously; however, information on the campaign and the influencer promoting it will be required, as well as a video or photograph of it.
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