READ THE FINE PRINT

ADVERTISERS MAKE SOME VERY STRANGE CLAIMS ABOUT THE PRODUCTS THEY’RE PROMOTING. HERE’S HOW TO READ BETWEEN THE LINES.

Beware of misleading ads

Every day we’re bombarded with ads promising greater wealth, health and overall lifestyle. The aim is to encourage us to buy products we’re led to believe will change our lives for the better. We’ve become so used to misleading terms such as ‘the best in the world’, ‘the finest money can buy’, ‘clinically proven’ and the like that we barely consciously register them any more.

But what if these claims are untrue or even dangerous to our wellbeing, as they sometimes are? South African law regulates the advertising industry in various ways. Some laws deem false or misleading advertising criminal offences. For example, the Medicines and Related Substance Control Act 101 of 1965 criminalises the publication of any ‘false or misleading advertisement concerning any medicine’ (section 20). But let’s be honest, these regulations are seldom enforced.

The principal way in which advertising was regulated in the past was through the Advertising Standards Authority of South Africa (ASA). However, financial difficulties led to the authority’s demise and it was put into liquidation and ordered to stop trading in October. We’re told a new, reinvigorated authority, funded by the marketing and advertising industry, will ‘soon’ replace the ASA, but until then it’s up to consumers to hold brands accountable. SO HOW DO WE GO ABOUT RECOGNISING WHICH PRODUCTS WE CAN TRUST AND WHICH ONES WE CAN’T? I suggest a threefold approach:

1

Always retain a healthy scepticism. If it sounds too good to be true, it probably is. Don’t be overwhelmed by all the visually appealing products that constantly surround us.

Walking down the supermarket aisle, you might notice a big tub of margarine with a slogan that’s something along the lines of: ‘Best for you and your family’, along with a big red stamp of approval from the Heart and Stroke Foundation SA. Whether we’re following a LCHF lifestyle or not, we all agree that processed foods should be avoided, so turn over the tub and have a look at the ingredients. You’ll no doubt find vegetable oils, colourants, emulsifiers, additives and so on.

Take a few steps further to find what you are actually looking for: butter. Surprise, surprise it is exactly what it says it is: ‘butter’ and nothing else – just as it has been for centuries, with no fancy marketing needed and no label featuring an endless list of ingredients.

A primary benefit of eating LCHF is understanding that all the necessary minerals and vitamins are contained in the food we eat. Fresh ‘real’ foods are the best vehicle. Once you are focusing your attention on the food itself, you can say ‘hello’ to freedom from labels. No more boxes, tins, cellophane packets. Stick to the basic principles of LCHF and you will succeed.

We’ve become so used to misleading terms like ‘the best in the world’, ‘the finest money can buy’ and ‘clinically proven…’

2 Intelligently interrogate the claims made. Use the internet to investigate whether any clinical trials were conducted or what professionals have said about the product in question. When it comes to food items, you need to be savvy and make sure you check all ingredients. A product might claim to be low-carb, low in sugar and/or diabetic friendly. But if it comprises a large amount of unhealthy oils (mostly vegetable oils, which are highly inflammatory) and contains a long list of sugar-free alternatives such as malitol, xylitol, erythritol, sorbitol and isomalt, proceed with caution. Yes, it may be low-carb, but that doesn’t make it healthy.

If you’re struggling with sweet cravings, rather enjoy a home-baked low-carb treat that’s preservative-free and nutrient-dense.

3

Always consult a health professional before blindly accepting any health benefit claims. As tempting as it is to try something that promises fat loss in just days, remind yourself that if this were true and it was as simple as popping a pill or drinking a shake, the obesity epidemic we are facing worldwide would surely be non-existent!