aana focuses on the fat

June 30, 2009

This week has seen the implementation of new guidelines for advertisers representing popular fast-food chains.

What epidemic?

Forget swine, the AANA has turned its sights on the obesity epidemic, with minimal effect.

These new restrictions will dictate the types of foods that can be promoted to children under 14 in much the same way as M and R rated films are restricted to viewers under 15. Not such a bad thing, when you consider the boom in youth obesity over the past decade.

This latest move by the Australian Association of National Advertisers will change the face of fast-food venues in more ways than one – aside from enforcing the inclusion of nutritional information on your favourite deep-fried delights, and belly-bloating burgers, there will also be information displayed at each ‘restaurant’ as further warning to patrons. I can’t help but envisage an inverted cigarette packet with images of clogged arteries and sick babies while you peacefully chow down on your salad a la chicken nuggets – 6, not 12 (portion control). Not exactly appetising, but then nor is the food.

Not to be deterred, the suppliers of such calorific commodities are able to get around these rules and regulations simply by reading between the lines. Attach a positive message to a negative one and it balances out! Ie: Offer a chicken wrap, combined with a milkshake and throw in a bag of apples and, voila! Healthy. Sound too easy. It gets even easier. For those agencies trying to grapple with the constant health analyses and community concerns that go hand-in-hand with convenience food, they need only make reference to a healthy lifestyle and, hey presto – immediate escape clause! Let the kiddies enjoy their burgers and wings, fat nuggets and skinny fries, thick shakes and soft serves. Just make sure you throw them a bag of apples and have them run on the spot for a few minutes and there you have it! Healthy living 101.

The Preventative Health Taskforce will release the latest results around issues including obesity as early as next week. Fingers crossed this ‘bold’ new move will have a down-sizing effect on the younger generations.

For more information around these regulations, go to www.aana.com.au