Dental News - World Cup: Dentists warn against sugary drinks ads targeting kids

Dental Tribune International

Tue. 19. June 2018

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LONDON, UK: In light of the 2018 FIFA World Cup currently on in Russia, the British Dental Association (BDA) has cautioned that the unprecedented sophistication of promotions for high-sugar products and junk food will dominate this year’s tournament—regardless of whether one watches the matches or not. For the BDA, such marketing tactics demand a coherent response from government.

This call comes amid disclosure of Coca-Cola’s marketing plans, the BDA stated, that shows that the beverage manufacturer is pumping £2.5 million (€2.87 million) into a UK campaign that includes digital, social and out-of-home advertising, as well as promotion codes to unlock branded content in the top-selling video game FIFA 18.

According to Coca-Cola European Partners’ market research, half the UK population is planning to watch this year’s World Cup. They estimated that 89 per cent of their target consumers watched the 2016 UEFA European Championship at home, and 33 per cent consumed soft drinks during these matches.

The BDA has warned that these increasingly intelligent, integrated marketing campaigns need to be tackled head-on by government or they will risk offering an increasingly outmoded strategy to address childhood obesity and dental caries.

“These increasingly sophisticated tactics demand a coherent response from government. When messages are being delivered seamlessly to children through tweets, apps and X-boxes, even talk of pre-watershed ad bans feels like twentieth-century responses to twenty-first-century tactics,” said Chair of the BDA’s Health and Science Committee Dr Russ Ladwa.

Advertising industry research has suggested extremely high levels of brand recognition for FIFA World Cup food and drink sponsors, with 48 per cent of viewers recognising McDonald’s and 68 per cent Coca-Cola as the tournament’s long-term official partners.

“Once again, the food industry is gambling on the World Cup being a sugary drinks bonanza. But this year they have some new tricks up their sleeve,” Ladwa said. “Whether your kids are sitting in front of the match on TV, on their smartphones or games consoles, they will be unable to escape wall-to-wall promotions for products fuelling tooth decay and obesity.”

Soft drinks are high in sugar, and even diet and no-sugar varieties contain high levels of acid that contribute towards oral health problems. Caries remains the primary reason for hospital admissions among 5- to 9-year-olds in the UK.

“It’s never a good look when major sporting events go hand in hand with junk food barons. When we face such huge health challenges it’s vital that ministers understand just how far the industry’s tentacles can now reach,” Ladwa emphasised.

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