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Samenvatting Gastlessen Marketingethiek
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Gastlessen Marketingethiek
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GASTLESSENETHIEK IN VOEDINGSMARKETING – BRAM UYTTENHOVE
INLEIDING: FOOD MARKETING
“A chain of marketing activities that takes place within the food system between a food organisation
and the consumer.”
“The act of communicating to the consumer through a range of marketing techniques in order to add
value to a food product and persuade the consumer to purchase. This includes all activities that
occur in between the completion of a product through to the purchasing process of consumers.”
FOOD SYSTEMS
• Food Marketing is meer dan een producent die reclame maakt voor een voedingsproduct.
o Heel wat spelers betrokken
o Heel wat marketingactiviteiten
• Bijvoorbeeld: kellogs, AH, disney, cote d’or, vrt, …
FOOD SYSTEM KAN HEEL COMPLEX WORDEN
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,MEDIA
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,HUIDIGE FOOD SYSTEMS WERKEN ONGEZONDE GEDRAGINGEN IN DE HAND
OBESOGENIC ENVIRONMENT
“The sum of influences that surroundings, opportunities, or conditions of life have on promoting
obesity in individuals or a population.”
à Food Marketing is hier onderdeel van.
NEGATIEVE SPIRAAL
HOE DEZE TREND STOPPEN?
• Het probleem van de obesogene omgeving is niet terug te leiden tot een actor binnen
food systems.
o Deze les: de grote ethische kwesties binnen Food Marketing
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, TELEVISIE EN DE EU PLEDGE
TELEVISIE
• Belangrijk kanaal voor Food Marketing
• Televisiereclame heeft wel degelijk impact op consumenten:
o Voedingsvoorkeuren
o Brand awareness
o Merkattitudes
o Verhoogt de inname van niet-essentiële voeding
• We zien nog steeds veel voedingsreclame op tv
EU PLEDGE ALS OPLOSSING?
• Groeiende ongerustheid bij ouders
o Promotie voor ongezonde voeding bij kinderen
o Stimuleert pester power
§ Stijgende consensus voor limitaties
o Reactie vanuit voedingsindustrie: EU Pledge
• Zelfreguleringsorgaan
o 22 grote voedingsspelers op de Europese markt
• Twee grote pijlers
o Geen commerciële communicatie in lagere scholen
o Geen ongezonde voedingsreclame bij -13 jarigen
De EU Pledge doet iets en niets tegelijk
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