Global Junk Food: How the West is Poisoning the Developed World | ENDEVR Documentary

Certain images can summarize a city, the poor riversides of Kolkata, the malnourished children and its dilapidated buildings, but for the last 20 years the scenes of Indian cities have been shaken by the arrival of American-style shopping centers like this one, full of brands Westerners, the mayor of the city. and a minister have attended the inauguration with one of the most famous actors of the Indian subcontinent welcome to the paradise of shopping and gastronomy upstairs together with traditional

food

s three

west

ern fast

food

brands are about to open metro kfc and soon domino's pizza the brand number 600 point of sale in india how much does it cost 59 rupees sir 59 rupees worth 59 rupees 80 euro cents is a

west

ern product at a very low price the main selling point of the brand and there are even cheaper ones this pizza is a starting point for dominoes and mom, the main thing is that we are presenting this pizza only in 49, that's the thing, that's why it's more popular, mania 49 is like a dream come true, I think so on for me and For the guests it is also industrial food. is still a dream in developing countries and are promising markets in France and Europe this fairy tale is not so successful safety campaigns against

junk

food have been proven for 15 years by eating less sugar and fat you can help protect your health in In 2004, a law was passed to limit the effects of food marketing and advertisements for these products must contain health warnings by law in an effort to combat obesity for good health avoid eating too much sugar, fat or salt under pressure industries reduced the amounts of sugar, salt and fat in their products in France, but they still find ways to get around this obstacle online, where ads are less regulated, they target new consumers in southern countries, brands go even further, even They go to schools and load their products with fat and sugar.

I don't know if this has been proven by the research organization. In the new territories of the fast food giants in India, we went from lack of food to bad food. It's going to be disastrous for public health if you think about Rio de Janeiro Some images of Copacabana beach, sculpted bodies, quiet life and passion for sports always come to mind. These common themes are often exploited by Western brands, especially for soft drinks, football favelas and sugary drinks, but the reality in Brazil is that one in two adults is overweight and one in seven are obese and, according to this spokesperson for a consumer association, soft drink brands cannot be considered innocent.

Excessive marketing is one of the main reasons for the rise in obesity. Here children become addicted from a very early age and then it is much more difficult to wean them. Outside of it, they drink many soft drinks before the age of two, even from their baby's body. Parents give these types of products to their children because they believe that if advertisements and companies promote them so much, it cannot be harmful. Brazil is the third market. largest in the

world

for Coca-Cola. The truth is that I love soda. I am addicted. We drink it almost every day at home and also when I go out it is my grandson who really likes it.

The big bottles are for me and the small ones are for him. He takes them straight from the refrigerator and they are exactly the size of his fries. In Brazil there is no law on food marketing so brands do not hesitate to look for school-age customers Belo Horizonte the sixth largest city in the countryside these neighborhoods in the hills and this public school are not the poorest but it does not have a budget for extracurricular activities but soon everything could change thanks to a famous red mark come on these 14 year old children will participate in a contest organized by Coca-Cola among the city schools the school festival dress rehearsal the winning school receives 15,000 reais that's right and yes 5,000 reais that would be great we could buy elastic balls volleyball equipment whatever the result it will be good for the school this The teacher signed up the children, She even has the official title of brand ambassador, something unthinkable in France.

The college students joined four thousand other teenagers in the largest auditorium and of course the party starts with a coke, of course we chose to drink coke, they are the best. You delivered a lot of water so far, 20 bottles at most and a lot of Coca Cola in all the refrigerators and how much does it cost about two thousand cans that day the brand is everywhere and yet it is a school event you spend a lot of money on this operation yes we have invested a lot because The objective is to make children dream about what is the best gift we can give them.

Well, I am not referring to children but to adolescents from 12 to 19 years old and who are our audience. Don't stress, breathe, it is time for the students of the region to rise. on stage thanks to the well-known soft drink brand they can have their moment of glory. Do you know that this is marketing, yes, well, more or less because I don't think that coca needs. As you can see, the brand is already so well known, here everyone knows Coca- Cola Forever, today, tomorrow, Coca-Cola Forever, the most powerful soft drink brand on the planet, has guaranteed the lifelong loyalty of these Brazilian schoolchildren, this country is still young and the manufacturers are not. wait until high school to reach children McDonald's has been sending its clown Ronald to playgrounds for 27 years, a legal but controversial marketing practice in Brazil last year a child protection charity tried to ban it, but McDonald's prefers not to Talk about it. you can't just answer two or three questions about your program unfortunately not sorry a school principal helps us to know more here are the children's lunches that's for ronaldo that's for julia in sao paulo anna marina fazzoli tries to keep food out scrap your school is a daily battle to protect its students from 3 to 14 years old.

In Brazilian canteens they generally serve fries, often fried bread or soft drinks, it's really difficult because not only teenagers want them, but also the younger ones, now we really need them. To make more of an effort to educate them in this area at our request, the principal contacted McDonald's by phone to have Ronald the clown come over and a few days later, what's up kids? Everything is going well. Hello, welcome, wow, what an honor, we pose as students. parents hello hello here we go everyone is here I want everyone to clap so I can make my entrance music the sketches are about the environment and sport there is no reference to the brand on the actor's suit the yellow logo has even been covered by a red cloth so that they cannot be accused of advertising one two three it's over we all applaud loudly but the children see very well the link with the product that makes you want to eat at McDonald's yes, you are going to ask your parents yes what do you want I do nuggets fries a toy and a soft drink a large soft drink and when you leave here you are going to ask your parents for fries and ice cream these types of shows have already been carried out in hundreds of Do the schools accept the brand that this Is it clandestine advertising?

We asked McDonald's Brazil and received this response by email and who is that clown that clown? The McDonald's clown. Yes, it's Ronald. He already came to the accident I was in before. There is no law. or regulation that prevents this practice in Brazil, however, last year the association's complaint led the Sao Paulo prosecutor to act. Javier Bardo sent a letter to the Sao Paulo state authorities in charge of education to warn them as a precautionary measure, we recommend not allow these shows in brazil schools the most effective marketing is not the one we see the subtle and repetitive advertisements are much more effective especially with children a child does not separate the message of an advertisement from another message this is what we filmed this morning if we collect the water that we use to rinse clothes we can reuse it to water the plants and wash the floor well yes, I feel completely helpless.

I sent recommendations but apparently the secretary of state for health has not followed up despite two letters to the Brazilian food ministry. the giants count on the weakness of public administration in other developing countries they offer products that are much worse for public health India 1,000 million 300 million inhabitants a priority market for Western brands that seek opportunities here street food is healthy and has a good quality-price ratio to compete with Europeans and American companies play with the lack of information of the majority of consumers in this huge shopping center in Kolkata among the restaurants it is a brand of fried chicken that has the highest turnover the brand American has changed its recipe for its spicy Indian sauce and it has worked.

The restaurant attracts 3,000 customers on average per day, a record in India. So what do you want? I want that one on the wall where there is a chicken burger or a wrap. I want everything in Europe or the United States. The menus include bottles of water, not just soft drinks here. or juices but consumers do not complain to me it is clean hygiene I see I can see that everything is prepared I have never been sick so I trust that it tastes very good it is healthy it is a little healthier it is less greasy the managers are aware that their clients are missing correct information but they are not allowed to say anything we record this conversation discreetly you do not have any clients asking you information about fat or sugar or things like that we are health conscious but we are not on par with Europe and we, like that that we are becoming a job, but the level is still a fantasy, in reality, the current paradox is that while some Indians still suffer from malnutrition, another part of the population, the middle class, suffers from an obesity epidemic, on 30 percent of teenagers are overweight a figure that has doubled in five years suraj is 15 years old and 5'5 weighs 15 kilos 8 pounds of spicy chicken the teenager is addicted to fast food we have about four days we go out with friends and family so we have all these pizzas and stuff and everything we enjoy in our life, would you say you're addicted?

I don't think so, I'm addicted, but being addicted is something different, like I'm not doing anything else, like I'm not smoking. I'm not drinking so that's called addicted, this is not addictive, but you know it's not good for you, yes I know, but what to do now, what do you know what to do, what do you say now, but you don't want to give up. an appointment at this clinic that specializes in stomach surgery serious operations for extreme cases 300 patients per month are operated here, increasingly they are teenagers last interview before surgery so you have around 54 kg of extra weight that you need to lose and that will start from tomorrow after a month be very happy if you join your exercise pt and you can be a very tall and handsome boy he is already prediabetic his hormones are changed we see that his estrogens in the body are becoming more prominent giving lead to gynecomastia and female type of fat deposit, in addition to having psychosocial comorbidities.

I tried everything but I had no control in my mouth, so the doctors are helping. Television advertisements also play an important role in promoting children to see some movie star, some celebrity advertising something that is Ideally not correct and all this with some inclination to be advanced as a Westerner could probably be a reason to a temptation. Okay, I really want a Mac Potato Tikki. Well, TV ads are increasingly offering ultra-low-cost deals with an international promise when you take the freshest, highest-quality ingredients, mix it with 100% real chicken, and add our secret herbs and spices. What you get is just good food, it's scrumptious food.

Is this really true? The products sold in India are the same as those here to find. We compared them, we chose McDonald's and KFC, two brands that are very widespread in India. This is what we found at McDonald's. A McDonald's in India contains two and a half times more sugar than the French sandwich. The small fish contains twice as much saturated fat. It still goes for the mcnuggets and Indian fries are off the chart almost six times more saturated fat the results are no better at KFC fries in India contain 10 times more salt hot wings have three times more fat in France those levels would be unthinkable due to the nutritional commitments assumed by these multinationals.

We wanted to show these results to a pioneer in the fight against

junk

food who directs the center for science and the environment. A highly respected NGO in India. Chandra Bhushan wrote a damning report in 2012 criticizing the nutritional content of products aimed at Indian consumers is very simple, if you are saltier, fattier, sugarier, it is tastier, people will eat more, they know, okay and that's the challenge, you know, junk food will taste good, okay, but that's how it is. Really, very bad for your health. We show you our comparison results. These results are truly shocking. The same multinational company thatsells products in Europe and India has a double standard for them.

You know, it has such a high amount of fat, sugar and. salt is not a problem in India, whereas in France they will have to adhere to very strict regulations, so this is shocking, to say the least, this is a very, very shocking result. We brought the highest calorie sandwich at McDonald's in India, the spicy paneer wrapped in vegetarian cheese sandwich its nutritional composition can be found on the brand's website it has 51 grams of fat 25 grams of saturated fat and 5 grams of salt yes If you eat this wrap then you shouldn't eat anything in the day not even a loaf if you show it to a mother who is not aware of these issues the mother will buy this for her son this is the worst kind of corporate responsibility you can imagine where they give an image of healthy food but the food is not healthy, it is not just to make consumers addicted to certain brands selling foods with a high sugar and fat content.

That's what this former consultant had. Domino's Pizza, the most

developed

fast food brand in India, explains to us. This former chef prefers to remain anonymous. I did this too. Can we get some garlic bread? He wants to show us products that illustrate the deceptive marketing of the garlic bread brand. Do you put butter in it? sauce that and there is so much oil that it is not the real mozzarella and inside it is supposed to have cheese, this is like an emulsified mayonnaise cream like this now it gives you a real cheese effect, but this is basically like a sauce, so It's definitely dairy free, why don't they use wheat butter?

It is expensive after six months of working for the company, the chef decided to resign. Secondly, everything is great for making money and as long as you make money, there is no right or wrong. I have a lot of problems because I used to give food as food, not as a chemical construct or something, but all my ideas were rejected because they were extremely expensive because I can't make a pizza for 30 rupees, I mean, I can't. that you have to value people in the end, it's not right, you know, because in the end it's just a cycle that will come back to you, so yes, in India, Domino's does not provide any nutritional information, it is legal in India, but I would. being illegal in France we had these products analyzed in a laboratory starting with a pizza filled with fake cheese, it contains 52 grams of fat, the equivalent of 5 tablespoons of oil and, indeed, not a single gram of cheese, like garlic bread of 30 cents. contains 11.6 percent saturated fat a nutritional nightmare we approached domino's mcdonald's kfc but to no avail no one responded to our interview requests so we went to an event open to the press the general assembly of the association of indian restaurants in a trendy bar In New Delhi, all the bosses of the major brands were there having a drink, including the CEO of Domino's Pizza in India.

Once again, I have to ask you a question. I'm here, I don't want the head of Human Resources to come. the ransom my question is absolutely there are many other problems too yes it is not responsible for not publishing any details. Look, I'm not allowed to talk. I'm not organized to talk, but that's why I say any questions you have. We will get all the answers and send you all the respects. Obesity is just one problem among others. We never received a response despite trying several times, only the US headquarters sent us an email that redirects us to the Indian branch in southern countries, junk food giants take advantage of the lack of legislation elsewhere Where these rules exist, others manage to circumvent them 5:30 p.m. in France, time when many families have their after-school snack for Nathan and his sisters, always ends the same way, everyone on their tablets while TV usage is declining, the Internet is skyrocketing for children.

I put it like this and like this, for 10 years companies have created Facebook pages and have discovered how to become popular among the 20 most followed brands in Half of France comes from the food industry, above all, they have

developed

advertising games on the Internet to promote your brand. They are known as oreo fanta haribo advertising games. The products are the center of these games and, unlike television advertisements, there are no health warnings either. Is there any obligation to indicate that it is an advertisement? Only the Nestlé group says this for one of its games, but it is written in very small print.

This is an advertisement. Why do you think they make these games? In your opinion, they added the game because I think it's fun for people to play. Do you think it's an advertisement? The game No, it's a game. The mother comes to see what is happening. What are you doing? You have to kill these bugs. It's hard. You have to click on them. He's a bit of an idiot. a game the tricky side is that it doesn't look like an ad they don't say eat oreos buy fanta have breakfast consequences of these games on children what are the differences with a television advertisement a researcher has just written a report on marketing in the food industry aimed at children and focused on these defenders of what we eat with our eyes, the images of Food makes you want to eat it and the main thing with digital is that it is more interactive and fun, the child is not passive as if he were in front of the television, he is really the player of the game on the Internet or when interacting on social networks too We have worrying figures that show that until the age of 15, children do not recognize that it is a brand that has created this game and they do not realize the marketing intention.

We show you some of the games that we have selected. It is important to be attentive to the time that the child dedicates to the game since they will be encouraged to play very often to improve their performance and it is a very fun

world

and all the time they are playing they are being Se encourages close monitoring of the brand and products, games that must be closely monitored, especially because their effects on public health are worrying, especially for overweight people in this hospital in the Paris region. An obesity specialist increasingly has to struggle with digital marketing.

Hello. Adrian come on how are you take off your shorts so we can weigh you 5 by 8 and 14 kilos 13 pounds 15 he has been followed for a year in his battle against his weight but he is constantly requested do you have games on your phone? With seven kilograms lost, Adrian is already on the right track. Well done, Enjoy the holidays. Others find it more difficult to resist temptation. Chloe is 11 years old and slightly overweight. When the date begins, her little brother is entertained by the game app. McDonald's with no burgers or fries seen, but the happy meal mascot is very visible, which catches the doctor's attention, so have you finished the games?

No, I'm just in the middle. I'm in the middle of doing them all as soon as I want to download an app. I have to do it. Check, so I gave it a thumbs up because McDonald's is pretty harmless. Harmless, it's just coloring and for you it's advertising. No, they already know McDonald's. They don't need ads. Do you feel like going? Yes, it makes me want to. Can do. Do you think we haven't done it in a while? Why don't we target the weakest consumers tonight? However, these brands had pledged to no longer do this. In 2008, the world's 20 largest food groups had signed the same pledge to limit targeted advertising.

For children under 12, this pledge also applies to advocates, but there was no sanction. However, we found that most games are available on iTunes or Google Play for children over four years old for free and, without mentioning parental permission, we contacted these brands. some of them responded to us exclusively by email none of the companies or their communication agencies responded to our questions on camera to understand their marketing strategy we had to do a little role play we posed as a soft drink manufacturer we started by creating a fake brand with the help of a graphic artist a very sugary fruit juice called swag a small cut and paste workshop a first test on the target audience we will need an advergame to sweeten the pill we contact several specialized advertising agencies have created some very popular games for well-known brands the shoot for the oasis brand downloaded two million times les bella's adventure that gives prominence to the fries in a world of cheese and the site for children tasty comics by kfc 2 million regular visits this game involves collect the largest amount of potato chips to spice up the exercise we add sugar to the fruit juice the bottle shows a particularly high level we film with a hidden camera first agency hello we have a meeting with burp we show you our fruit juice we want to compete with oasis phantom we have the budget for the application the idea is to be in another world that is fun and can talk to a child okay children as in children children yes that is our main objective okay that is very clear the advertising executive shows us the latest game created by the agency the client one of the five main food groups worldwide is a very very simple game because it is the children who will play it and you play with the hero who is on the packaging in a universe that is that of the brand the client of the agency had promised not to advertise to children under 12 years of age, however, the game is clearly aimed at young children.

What I tell you in the strategy that we cannot publish, we cannot say that we are targeted. children, in fact we cannot address children under 11 years of age. It's tea time no comments on the amount of sugar to find out more a second meeting with an agency that claims to be a leader in game advertising in France the director of this company has just created an application for a chocolate company that has downloaded several million times. They have increased their revenue by 30 percent on their cookie range. 27 I think we know what age range it is for.

No, but it's tea time for the kids, so there they are. Muffins with a lot of chocolate flavor, really for kids, so I think it matches their objective. We will be given some trade secrets based on psychology. We generally manage to place the marks in the places that provide the greatest pleasure in the game they are going to play. being exposed to the brand 5 to 10 times per session is thanks to the brand that you progress that you earn a bonus and that generates pleasure hormones that make you happy and is associated with the brand it is very effective we requested an interview about the effectiveness of marketing of advocates with these agencies and their clients there is no response we want to show these images to dr fidalgo the specialist in childhood or childhood obesity it is thanks to the brand that you progress and that generates hormones of pleasure that make you happy it is impressive in its relevance we know that video Games are addictive to children, so there is this connection between two addictions, games and sugar, and I think it's infuriating for us professionals who struggle every day trying to convey a message to children of that as soon as they get home and play a game, they probably will. that they disappear, I hope they manage to legislate against it and I will support it as a health professional.

That is exactly what is legislated in France. Food advertising is supposed to be regulated through the regulation of the advertising authority, the ARPP, which is run by companies and television channels. Stefan Matzah. Welcome the CEO, he has just written a report that concludes that 99.8 percent of the advertisements broadcast in 2014 respected ethical obligations, including those online, but advergames are not taken into account. We show you the game created by the Oreo brand so you can get points. consuming yes, but that is the principle of reward, it is universal, whether it is with points or gold bars or if it is food, the product, so if I have a sign on the street I have to include a health warning, but not if I am making a game for children, nothing.

Although obesity levels continue to rise in France, especially in the poorest families, nothing has happened simply because public authorities know the economic impact of the food industry and there is currently a lack of political courage to change things, but It is true that currently in the public sphere it is not a particularly present issue in France and nothing in France will change soon there is no project to change the laws regarding advertising on the internet even though this is increasing dramatically in India, the country where everything is allowed when it comes to revealing what is in your product we find suraj the teenager an hour before his operation to reduce his stomach well everyone best morning to come to the theater yes all the best I'm not afraid now very bold boy I'm excited oh my that fat will loosen quite a bit general anesthesia the surgeon begins the operation this looks like the liver that has become so big everythingIt is because it is lead fat and if I touch it you can see a yellow discoloration which means that the liver is loaded with fat and is very large.

The doctor is going to completely remove the teenager's stomach before placing it back in the abdomen. , smaller and tighter, it came out very well, it's okay, nothing to worry about four months later, we found out that Suraj has lost more than four kilos and ten pounds, this teenager needed a surgical operation to overcome his food addiction scrap a few months ago the 20 largest food multinationals made an announcement about nutritional standards that will be applied throughout the world but again there are no sanctions if the criteria are not respected and companies are left to regulate themselves application date 2018 until then Within two years obesity will have killed 5.6 million people worldwide