Lecture Notes: Global Fast Food Industry and Public Health

Introduction

• Images can sum up cities, e.g., Kolkata's poor riversides, undernourished children, and dilapidated buildings.
• Arrival of American-style shopping centers in Indian cities for the last 20 years.

Fast Food Expansion in Developing Countries

• Example in India: New American-style shopping centers with Western brands.
  • Traditional foods alongside Western fast food (Subway, KFC, Domino's Pizza).
  • Western products at low prices.
  • Industrial food seen as a dream in developing countries.
  • Domino's introduces low-cost pizzas.

Health Campaigns in Developed Countries

• Safety campaigns against junk food for 15 years in France and Europe.
  • Law in 2004 to limit food marketing effects.
  • Health warnings required in adverts.
  • Reduction of sugar, salt, and fat in products.

Marketing Tactics in Developing Countries

• Industries reduce harmful ingredients in developed countries but target new consumers online and in schools in developing countries.
• Brazil: High obesity rates linked to excessive marketing.
  • One in two adults overweight, one in seven obese.
  • Children addicted to fizzy drinks from early age.
  • No laws around food marketing in Brazil.
  • Schools participate in competitions sponsored by brands like Coca-Cola.
  • McDonald's sends Ronald McDonald to playgrounds.

Marketing Impact and Public Health Concerns

• Targeting school children for brand loyalty.
• High turnover of American brands in Indian malls.
  • KFC modifies recipes for Indian market.
  • Lack of consumer awareness about health risks.
  • Double standards in nutritional content between countries.
• Case Study: Suraj, a fast food addict, undergoes surgery due to obesity.

Regulatory Differences and Loopholes

• Fast food giants exploit lack of legislation in developing countries.
• Higher sugar, fat, and salt content in fast food sold in India compared to Europe.
• NGO Findings: Significant double standards in nutritional content.
  • Indian products are unhealthier.

Digital Marketing and Children

• Rise of internet consumption by children.
  • Brands develop advergames targeting children.
  • No health warnings in advergames.

Ethical Concerns and Corporate Responsibility

• Case Study: Domino's Pizza's deceptive marketing and use of cheap ingredients.
• Lack of transparency and nutritional information.
• Food giants' commitments often unfulfilled.

Conclusion

• Fast food companies leverage weak regulations in developing countries.
• Digital marketing poses new public health challenges.
• Need for stricter regulations and corporate responsibility to mitigate the public health crisis caused by junk food.