Bite Back 2030: Just Eat McDonald’s Ad
Date: August 21, 2024
By: Alfie Ireland, Food Writer, Food Prepped
Table of Contents
- Who Are Bite Back 2030?
- What Does Bite Back 2030 Stand For?
- The Just Eat Mcdonald’s Ad Controversy
- How Food Prepped Supports The Movement
- Conclusion What Did Just Eat Do Wrong
Who Are Bite Back 2030?
Bite Back 2030 is a youth-led movement for healthy, nutritious food access for all young people. Launched in 2019, this UK-based group empowers teenagers to demand changes in the food system. Their focus is on combating the overwhelming presence of junk food advertising. Additionally, they also target the promotion of high-fat, salt, and sugar (HFSS) products, which disproportionately target young people.
Essentially, Bite Back 2030 believes everyone deserves access to healthy food, and its goal is to make that a reality by 2030. Proudly put, the organisation works with young people to give them a voice in the food industry. Ensuring their concerns and ideas are heard by policymakers and food companies alike.
What Does Bite Back 2030 Stand For?
At the core of Bite Back 2030’s mission is the belief that the food environment should prioritise the health and well-being of young people. The organisation’s values are centred around:
- Empowerment: Giving young people the tools and platforms to advocate for healthier food options in their communities.
- Transparency: Demanding that food companies and advertisers be transparent and honest about the nutritional content of their products.
- Accountability: Holding corporations and policymakers responsible for their actions’ impact on public health, particularly young people’s health.
- Fairness: Ensuring that healthy food is affordable and accessible to everyone, regardless of socioeconomic status.
Bite Back 2030 is driven by the idea that young people should be protected from harmful food environments and have a say in shaping a healthier future.
The Just Eat McDonald’s Ad Controversy
Recently, Bite Back 2030 raised concerns over a Just Eat ad featuring McDonald’s and its HFSS products. The controversy arose because the ad was prominently displayed in media, likely to reach viewers under 16.
Moreover, according to the Code of the Committee of Advertising Practice (CAP), HFSS product ads should not target children under 16. In essence, this rule includes the selection of media and the context in which the ads appear. Furthermore, this regulation aims to reduce the influence of unhealthy food advertising on young people, who are more susceptible.
Once more, the Just Eat McDonald’s ad allegedly violated this rule by appearing on a platform likely seen by children. Bite Back 2030 calls for stronger enforcement of advertising standards and more company accountability. This controversy highlights the challenge of regulating junk food advertising in a digital age where content is easily accessible.
How Food Prepped Supports the Movement
Unquestionably, Food Prepped is committed to supporting the health and well-being of all consumers, particularly young people. We believe in adhering to advertising standards that protect children from the influence of HFSS product promotions. Similarly, by aligning with movements like Bite Back 2030, we aim to promote a food environment where healthy choices are easy choices.
Ways Food Prepped Can Help Businesses Comply with Advertising Standards:
- Education and Training: We provide free resources and help businesses understand and comply with advertising regulations. These include the CAP code’s stipulations regarding HFSS products.
- Healthy Menu Development: Our team of nutrition experts provides resources that guide businesses in developing more nutritious menu options that meet consumer demand while adhering to health guidelines.
- Responsible Marketing Strategies: We share free resources for businesses that assist in creating marketing campaigns that target appropriate audiences and comply with all relevant advertising codes, ensuring that HFSS products are not promoted to children under 16.
- Transparency Tools: Food Prepped offers tools that help businesses communicate the nutritional content of their products, fostering transparency and trust with consumers.
In addition, by supporting these efforts, Food Prepped helps businesses meet regulatory requirements and contribute to a healthier food environment for all.
Conclusion: What Did Just Eat Do Wrong?
In summary, Just Eat’s promotion of McDonald’s HFSS products ran afoul of the Committee of Advertising Practice code, which mandates that such ads should not be directed at children under 16. The advertisement in question was likely to be seen by a young audience, violating this key regulation. This incident underscores the importance of following advertising standards to protect young people from the influence of unhealthy food promotions.
Further, visit their official page for more information on the Committee of Advertising Practice code regarding HFSS products.
Undeniably, we stand with Bite Back 2030 at Food Prepped, advocating for a healthier food environment. By supporting businesses in developing responsible marketing strategies and healthier menu options, we aim to ensure that young people have access to the nutritious food they deserve.
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