Segments in this Video

Globalized Junk Food (03:59)


American style shopping centers have arrived in Calcutta; Subway, Domino's, and KFC sell at low price points. Indian public health authorities are worried about obesity. In 2004, French legislation limited marketing to children. Industries reduced sugar, fat, and salt quantities in products sold in France, but companies target new consumers online and in developing countries.

Excessive Marketing and Obesity (02:15)

Soda companies exploit soccer, favela, and beach imagery to target Brazilian consumers. Half of adults are overweight; children become addicted to sugary drinks at an early age. Brazil is Coca-Cola's third biggest market.

Branding in Schools (04:19)

Brazil lacks food marketing legislation; junk food companies target children. Coca-Cola sponsors a school competition in Belo Horizonte; a teacher is the brand's ambassador and students are given Cokes at the event— encouraging lifelong loyalty.

McDonald's Subversive Marketing (03:48)

The fast food company has sent ambassadors into Brazilian elementary schools for 20 years. A Sao Paulo headmistress tries to keep out junk food. Filmmakers pose as parents to attend a Ronald McDonald presentation. The actor does not reference food but children express desire to eat at McDonald's.

Exploiting Administrative Weaknesses (02:18)

McDonald's claims its school presentations do not target children. Attorney Javier Bardo has warned Sao Paolo educational authorities against allowing these shows, but the health minister has not yet responded. He discusses subversive marketing practices.

Consumer Nutrition Ignorance (02:08)

India is a priority market for Western brands. To compete with street food, KFC has changed its recipe and attracts 3,000 daily customers to a Calcutta mall. Only soda or juice is offered on menus and managers do not provide sugar or fat information.

India's Public Health Paradox (03:14)

While some Indians suffer malnutrition, the middle class suffers an obesity epidemic. Suraj, 15, is addicted to fast food and is pre-diabetic. He will get stomach surgery, a treatment used by increasing numbers of adolescents. Dr. Shah says advertising and Western cultural influence are partly to blame.

Fast Food Comparison Study (04:22)

Researchers find higher sugar, fat, and salt contents in McDonald's and KFC sandwiches sold in India than those sold in France. Public health expert Chandra Bushan says the nutritional profile aims to get customers addicted. A McDonald's cheese sandwich claims healthy ingredients, but contains 51 grams of fat and 5 grams of salt.

Deceptive Marketing (02:59)

Brands sell food high in sugar and fats to increase profits. A former Domino's chef shows how oil imitates butter in garlic bread and sauce imitates cheese in pizza; he resigned for ethical reasons. Domino's does not provide nutritional information. Analysis shows the "cheese" contains 51 grams of fat and no real cheese.

Corporate Irresponsibility (01:58)

Filmmakers attend a restaurant industry gathering in New Delhi; the director of Domino's in India refuses to comment on nutrition and obesity issues. Brands take advantage of the lack of public health legislation in developing countries.

Online Fast Food Marketing (04:45)

Internet use is skyrocketing among children in France. Junk food brands have developed online games known as "advergames" featuring products; unlike TV ads, they are unregulated. A researcher discusses their subversive effect on kids.

Advergame Strategy (02:49)

A French obesity specialist battles the effects of online marketing on patients. Adrian, 15, receives fast food ads on his phone. A younger brother plays a McDonald's game featuring the happy meal mascot. The doctor explains its subversive nature.

Advergame Roleplay (02:03)

Junk food brands have committed to limit advertising to children, but most advergames are free on iTunes. Companies deny that the apps are meant for marketing. Filmmakers create a fake soda brand called Swagg to understand their strategy.

Creating Advergames (03:39)

With a fake soda brand, filmmakers contact ad agencies in Paris to develop an app to "compete" with Oasis Fanta targeting children. An executive explains how brands are used to help players progress in the game; players form positive associations.

Professional Advertising Regulation Authority (02:58)

Child obesity specialist Dr. Fidalgo is frustrated by the use of psychology and addiction in advergames to win consumer loyalty. In France, food advertising is self-regulated by the industry. ARPP general manager Stephane Martin says the advergame effects were unforeseen.

Public Health Epidemic (03:03)

Despite increasing child obesity, industry interests and political apathy limit regulation of internet advertising in France. In India, Suraj has stomach reduction surgery to overcome his addiction to junk food. Corporations announced global nutritional standards by 2018, but are not held accountable.

Credits: Global Junkfood (00:41)

Credits: Global Junkfood

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Global Junkfood

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In Europe, food manufacturers have signed up to “responsibility pledges,” promising no added sugar, preservatives, artificial colors or flavors, and not to target children. So why are they using tactics banned in the West in the developing world? There, they have created ultra low cost products with higher levels of salt, sugar and saturated fats. Filmed in Brazil, India, and France, we investigate the new tactics of brands like Coca-Cola, McDonald’s, and Domino’s Pizza.

Length: 52 minutes

Item#: BVL116088

ISBN: 978-1-63521-740-7

Copyright date: ©2016

Closed Captioned

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