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The Queen’s Speech dated 11th May 2021 includes the enacting of a Health and Care Bill aimed at ‘Banning junk food adverts pre-9 pm watershed on TV and a total ban online’’. The main objective behind this decision is to tackle obesity in the UK. By this time next year, in the UK online advertising of junk food will be totally banned and will only be allowed to be broadcasted on TV after 9 pm. Such an announcement has undoubtedly raised diverging opinions.
The Obesity Health Alliance refers to it as a ‘landmark policy’, opening opportunities to advertise for more healthy foods, while the Food & Drink Industry calls it a ‘headline-chasing policy’ that exists in place of concentrating on more effective interventions. The Advertising Associations in the UK have also urged ministers to avoid such bans since the success of the food and drink industry is heavily linked to the success of the UK’s world-leading advertising sector.
Mauritius is no exception in terms of obesity spreading wild and fast. There are several reasons contributing to this change which vary from the adoption of modern trends, rising affluence, urbanisation, and the dependence on cars and screen addictions. The increased availability and consumption of food is also a prominent contributor to this disease.
Covid-19 has further fuelled the situation whereby the ‘work from home’ culture has encouraged longer hours sitting down at a desk and increased comfort eating, in conjunction with a lack of physical workouts.
In Mauritius, fast-food chains are used as an index of development and progress. With 21 outlets across Mauritius, KFC has introduced its ‘Res Lacaz, Nou Vini’ campaign with its online delivery service through Hungry Dodo and Delivery Dodo.
McDonald’s is also rapidly gaining more and more ground in Mauritius through the expansion of added outlets and its online ‘McDelivery’ service via collaborators like Fudz, Ordermanzer and Delivery Dodo to meet the online demand of customers.
Burger King, being one of the big names and new arrivals to Mauritius, is already tickling the taste buds of people with its online teaser adverts and is due to enter the market very soon. It is obvious that this fast-food chain has already started preparing its online communication and marketing platforms to hit the market hard against its main competitors.
There is a clear preference for online advertising in the fast-food Industry. It begs the question: will this industry take a hit if a complete online advertising ban is imposed on such food? To what extent will the food and drink industry be adversely affected by such a decision? Can the food advertising industry still stand on its own two feet with such a policy geared towards the health of the people?
Author- Nishta Jhurree
