Misleading ads and morality of models
Sunday, 19 December 2010
M Alamgir Hossain
This is the age of media and advertisement. Countless products are being marketed using attractive ads in the print and electronic media. They range from sugar-free biscuits to fresh mango juice in paper packs to cholesterol-free edible oil; the claims made in these ads are nothing but gimmicks for luring consumers.
The companies, which sell various fast foods and health drinks, claim that their products improve health and give longevity. This is felt to be an attempt to exploit the public on the strength, reach and influence of the media. All major companies, including multinationals, have identified Bangladesh, a populous country, as a potential market and this may lead to more deceptions in the form of advertisements flooding the media to lure customers.
Provisions in the law should be updated to take action against companies making misleading claims on the wrappers or labels of products. We know the rules relating to labels of edible oils and fats that those shall not contain expressions like 'super-refined,' 'extra-refined,' 'micro-refined,' 'double-refined,' 'ultra-refined,' 'anti-cholesterol,' 'cholesterol fighter,' 'soothing to heart,' 'cholesterol-friendly,' 'saturated fat free' and such other expressions, which are exaggerations of the quality of the products.
Have the rules been sufficiently armed to restrict such advertisements, which allegedly try to deceive the customers? But such products are flooding the market and the law has not taken its course to clamp down on the companies, which try to hoodwink the consumers. It was in this context that the authority has given directive to act firmly in such instances. Cases should be registered under the Food Adulteration Act, and if proven guilty, the malefactors should be penalised as per rules. The onus to prove the claim will be on the company, and it should be supported with scientific evidence also.
Mobile courts should function in full swing and duly equipped to deal with such cases. Steps should be taken to monitor advertisements, which violate the law.
We often try to imitate the lifestyle, personality and body language of media personalities. Because, we not only admire them, we trust them. But in recent days, it has been observed that models sing in praise of products of questionable quality. Even if we suppose that it is his/her profession, does he/she have to sell him/herself so cheap?
We think of them as moral agents, when they perform as cultural personalities. But we feel hurt and cheated when we see them advertising low quality products as agents of the companies.
Children are the worst victims of these ads. We have to think of the next generation. While television advertisement target mainly children, there are other marketing pitches like schools, which have become popular advertising tools for large companies to promote different products, especially unhealthy food like soft drinks and candy, which could increase obesity among children.
The writer is Upazila Election Officer in Chhatak and can be reached at e-mail: alamgir01912@yahoo.com
This is the age of media and advertisement. Countless products are being marketed using attractive ads in the print and electronic media. They range from sugar-free biscuits to fresh mango juice in paper packs to cholesterol-free edible oil; the claims made in these ads are nothing but gimmicks for luring consumers.
The companies, which sell various fast foods and health drinks, claim that their products improve health and give longevity. This is felt to be an attempt to exploit the public on the strength, reach and influence of the media. All major companies, including multinationals, have identified Bangladesh, a populous country, as a potential market and this may lead to more deceptions in the form of advertisements flooding the media to lure customers.
Provisions in the law should be updated to take action against companies making misleading claims on the wrappers or labels of products. We know the rules relating to labels of edible oils and fats that those shall not contain expressions like 'super-refined,' 'extra-refined,' 'micro-refined,' 'double-refined,' 'ultra-refined,' 'anti-cholesterol,' 'cholesterol fighter,' 'soothing to heart,' 'cholesterol-friendly,' 'saturated fat free' and such other expressions, which are exaggerations of the quality of the products.
Have the rules been sufficiently armed to restrict such advertisements, which allegedly try to deceive the customers? But such products are flooding the market and the law has not taken its course to clamp down on the companies, which try to hoodwink the consumers. It was in this context that the authority has given directive to act firmly in such instances. Cases should be registered under the Food Adulteration Act, and if proven guilty, the malefactors should be penalised as per rules. The onus to prove the claim will be on the company, and it should be supported with scientific evidence also.
Mobile courts should function in full swing and duly equipped to deal with such cases. Steps should be taken to monitor advertisements, which violate the law.
We often try to imitate the lifestyle, personality and body language of media personalities. Because, we not only admire them, we trust them. But in recent days, it has been observed that models sing in praise of products of questionable quality. Even if we suppose that it is his/her profession, does he/she have to sell him/herself so cheap?
We think of them as moral agents, when they perform as cultural personalities. But we feel hurt and cheated when we see them advertising low quality products as agents of the companies.
Children are the worst victims of these ads. We have to think of the next generation. While television advertisement target mainly children, there are other marketing pitches like schools, which have become popular advertising tools for large companies to promote different products, especially unhealthy food like soft drinks and candy, which could increase obesity among children.
The writer is Upazila Election Officer in Chhatak and can be reached at e-mail: alamgir01912@yahoo.com