Junk food firms hook virus to sell
Study finds ‘Covidwashing’ extensive during lockdown
Companies selling snacks and fast food have been accused of “Covid-washing” by pushing their products on the back of New Zealand’s national lockdown.
Companies singled out in the University of Auckland study have defended their marketing, which one major brand says has been “taken out of context”.
The study, just published in the journal Frontiers in Nutrition, analysed nearly 1400 social media posts by 20 biggest major brands behind confectionery, snacks, fast food and non-alcoholic beverages over the period nationwide stay-athome orders were in place.
It found about 27 per cent of the posts related to Covid-19 themes, of which more than a third linked a brand with community spirit.
Posts picked out in the study included phrases about solidarity like #allinthistogether and “Kia kaha [Stand strong]” from Domino’s pizza and McDonald’s respectively.
The study also noted how posts from Kit Kat (Nestle) and Whittaker’s came with “thank you” posts aimed at healthcare workers, produce pickers and street cleaners.
Another 23 per cent of those posts suggested brand-related isolation activities was common, while 22 per cent came with a message that consumption helped people to cope.
Six posts were also found to potentially breach one of New Zealand’s advertising standards codes by promoting excessive consumption or targeting children.
Fast-food companies were the most likely to reference the pandemic, with the researchers observing a rapid increase in posts just before the end of level 4 restrictions.
The study’s lead author, Dr Sarah Gerritsen, said “Covid-washing” portrayed a company as empathetic and contributing in a meaningful way to the pandemic response.
“When, in reality, it was just another strategy to promote products and choices that are detrimental to health.”
Gerritsen and her co-authors argued that the findings cast doubt on whether the companies were show
During the pandemic these companies were preying on our anxiety. Dr Sarah Gerritsen
ing a “due sense of social responsibility to consumers and to society” and did “not undermine the health and well-being of individuals”, as required under the New Zealand Advertising Standards Code.
The researchers noted marketing of unhealthy food and beverages was widespread across multiple online platforms — Facebook in particular — at a time people were isolating and stressed.
An earlier study led by Gerritsen suggested that people experiencing the most stress during lockdown were the most likely to struggle to eat healthily.
“Being bombarded by advertising online undermines our ability to eat well, and during the pandemic these companies were preying on our anxiety,” Gerritsen said.
Companies approached by the Herald contended they had acted irresponsibly.
A spokesperson for Domino’s said its social media channels reflected “what is happening within our communities at any given time” and the pandemic was no different.
McDonald’s argued the study didn’t take into account a “macroenvironment” during lockdown and alert level 3 — and that some of its marketing was in response to publicity around the chain reopening.
Nestle explained that its “thank you” post was a message relating to a donation of 25,000 specially-labelled Kit Kats distributed to healthcare workers, made in addition to $500,000 worth of products to the Salvation Army.