Eduqas GCSE Food Preparation and Nutrition: Student Book

145 SECTION 1 How is advertising controlled? The rules surrounding advertising are covered by the Advertising Standards Agency (ASA). This is an independent body which monitors and regulates the advertising industry. The ASA investigates any complaints about adverts in many different formats that include billboard posters, cinema adverts, adverts on television and radio or in magazines, newspapers and leaflets. It states that all advertising should be legal, decent, honest and truthful. What is the difference between advertising and marketing? Check it Factors affecting food choice Describe how effective the following are in encouraging people to make food choices that will improve their health: 1 Current government-led campaigns 2 In-store supermarket advertising Activities Colourful advertising attracts children Labelling Food labelling information can be a useful tool for consumers when they are choosing between different products. The aesthetic appeal of the label and packaging is also important and can attract customers to choose a particular product. How does labelling affect food choice? • It can provide consumers with nutritional information to allow them to make choices based on the fat, sugar, salt or fibre content. This is especially helpful for consumers who have health conditions and need to monitor their nutritional intake. • People who have food allergies rely on food labelling to ensure they choose foods that are safe for them to eat. • It provides information on how to store and cook the product to ensure the food can be prepared as intended, e.g. ‘This product is not suitable for microwave cooking. • It helps consumers make decisions about which product is the best value for money’. • It provides information on animal welfare and environmental issues so that consumers can choose products that meet their ethical beliefs. • It allows people to avoid certain foods or ingredients based on their cultural or religious beliefs. • It provides information on the food’s origin so that consumers who want to choose local or British products are able to make an informed choice. • It gives information about volume or quantity, so that when choosing ingredients for a recipe customers know they are buying the correct amount. August 2012 ”Cola Capers”, part of an online game produced by Swizzels Matlow sweet manufacturers, was banned for encouraging poor nutritional habits. February 2013 A Weetabix app was banned on grounds of it exploiting children's naivety and vulnerability. May 2014 TV advert for Benecol yoghurt drinks were found to be misleading and had made unauthorised health claims. Action by the ASA