It is a classic of journalism to remember that ‘don’t let reality spoil a good headline’. Something that the Vicio hamburger chain seems to have learned well, which has launched one of its powerful advertising campaigns, through canvas, announcing a new gluten-free burger.
Unfortunately, in the small print they ruin the joy of many celiacs who believed that, finally, they could sink their teeth into these burgers. To a much smaller typography and with the classic warning asteriskVice warns that its gluten-free burgers may contain traces because they share space with other gluten-containing foods.
A reality that will surely not excite celiacs or gluten intolerant people, two pathologies that until a few years ago were underdiagnosed in our country and that now, with more resources and more awareness, are beginning to be more visible.
The problem with the campaign, in addition to boasting about something that is not true, It also points to certain reactions on social networks What would happen if, instead of gluten, the allergen was another substance.
Qualified by AESAN within the 14 mandatory allergens, gluten also has very clear legislation on how it should be advertised, something that it seems that Vicio has not taken into account. At least as stated in delegated regulation 1155/2013 of the European Commission, which in one of its six points clarifies the following:
When food business operators provide information on the absence or reduced presence of gluten in foods, they must continue to inform consumers, without misleading or confusing them.
Which does not seem very ascribed to what vice has promoted, leaving an advertising headline of ‘New gluten-free’, allocating a minimal part of its poster to the warning of the traces that, in addition, are overlaps with other non-informative and purely advertising content within the message, which does not seem to help the consumer either.
It is sad to see, especially when one has celiac disease or people who can be greatly affected by allergens, how certain companies they still don’t take themselves too seriously these realities when it comes to ads. Also with the frivolity that is usually treated when it comes to gluten, to the detriment of other allergies or even other food tendencies.
Manual on gluten and celiac disease (OTHER NON-FICTION)
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I imagine that no one considers a scenario in which they advertise a “New meatless” on a burger and then include at the bottom of the sign a specification of “may contain traces of meat.”
Images | Vice
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