Submission Number: 00385
Received: 7/8/2011 2:50:14 AM
Commenter: Ty Sharp
Organization: The California Endowment
Agency: Federal Trade Commission
Initiative: Preliminary Proposed Nutrition Principles to Guide Industry Self-Regulatory Efforts; Project No. P094513
Attachments: No Attachments
To Whom It May Concern:
As a marketer, I totally get the concept of fueling brands to the point of influencing a buy. However, my personal beef with this stems from the idea of prioritizing commercial business interests at the expense of one's health.
We are a country that prides itself on the gift of free will---but it's criminal to influence consumers when slighting the facts. For years, the advertising of junk/fast foods has manipulated consumer perceptions by associating it with being cool, convenient, and part of American culture.
The youth segment are mostly at risk as they are the most impressionable. I can recall being in junior high and associating myself as part of the cool class because I all were blinded by the "coolness" of clear Pepsi. At the time, I wasn't aware of the long-term health risks that were associated with consuming this beverage and frankly wouldn't have cared. And, I would bet money that this is still a common mindset among our youth.
With the marketing intelligence these marketing companies receive (to inform their strategies), I would also bet they are aware of this. This tells me that the industry is capitalizing on the impressionability and under-developed self-discipline of youth...and it's NOT COOL!!!!
Pharmaceutical brands are mandated to include health risks and side effects in 100% of their advertising activity---so why should the junk/fast food industry be exempt. Especially since it's sub-optimal health conditions have been linked to the consumption of their products.
[My Recommendation] I'm cognizant that most junk/fast food brands are favored by many and are likely not going anywhere; however, I'm strongly advocating that the industry be required to INCLUDE THE FACTS...so that consumers can make INFORMED decisions and take responsibility for their own choices. It's only fair.
"Where da side effects label at?"