Every day in Europe 7,400 people die from damage caused by smoking, alcohol, pollution and ultra-processed foods. A total of 2.7 million deaths per year. Essentially one death in four is attributable to these factors. These are the figures contained in the latest report from the World Health Organization in which governments are invited to undertake more incisive initiatives to counter the spread and use of these products. As we read in the study, in fact, companies are placing them in the field of aggressive marketing strategies, often deceptive or misleading, which increases consumption.
Of the 2.7 million deaths per year, the majority (1.1 million) are attributable to tobacco consumptionpassive smoking included, while alool is responsible for 426 thousand premature deaths. A diet too high in salt causes 252 thousand victims every year, the excessive use of ultra-processed foods causes them another 117 thousand. Excessive consumption is also harmful very sugary drinks (15 thousand deaths). Almost 600 thousand deathsfinally, they depend on thepollution from fossil fuels. Research published in 2023 had shown how these same factors were responsible for 19 million deaths every year globallyi.e. 34% of deaths.
However, the report also describes in detail how big industry uses overt and covert methods to increase your profits at the expense of your customers’ health. By engaging in vigorous lobbying efforts aimed at block or delay the adoption of policies aimed at improving the health of the population or, at least, to warn them of the risks of these products. Some are then listed “false myths” routinely used by the industries in the sector to induce false beliefs about the non-harmfulness of their products. The first is the one in which appeal is made to self-regulation ability of companies. In reality, explains the WHO, codes of conduct have often proven themselves completely ineffective in preventing the marketing of products unhealthy foods, especially in the case of those intended for children.
The second myth is that people should be left free to choose for themselves and their children. However, writes the WHO, individual decisions are not “free” but I am strongly influenced by economic conditions and the possibility of accessing a healthier diet. Furthermore the advertising and marketing campaigns are specifically designed to induce wrong choices, manipulating preferences and limiting the ability to make oneself truly free and informed.
The third false myth is the risk of loss of companies and jobs in case of greater restrictions. But there is no evidence at an international level that increased regulations have produced this effect. In reality, exactly the opposite seems to be true. In Chile the introduction of the law on food labeling and advertising with restrictions on all misleading marketing activities has not had any negative effect on the sector. Finally, the statement that marketing does not target children and other vulnerable categories. This is also a falsehood because even if this does not happen explicitly, it still happens in a more subtle but equally effective way. Hans Henri P KlugeWHO regional director for Europe, summarized: “Industry tactics include lo exploitation of vulnerable people through targeted marketing strategiesmisleading consumers and doing false claims about the benefits of their products or their environmental credentials”.
As for lobbying strategies, or techniques to influence the choices of political decision makers in one’s favor, the report summarizes the main methods used by companies. There are actions of long term which they aim to establish lasting relationships with politicians and others short-term tactics, such as legal remedies used to block or delay an unfavorable act. The companies then look to direct and orient the terms of political debates in a way that is more favorable to them and to change the perception of their role, often boasting of a commitment to the non-profit sectors. Clear examples of these methods of intervention can be seen in the tobacco industry in relation to electronic cigarettes. What is called is interesting, as well as particularly insidious epistemological strategy, designed to influence the information in which debates develop. It involves modeling the set of evidence available for legislators’ choices. This is done by funding generously research, often methodologically weak, which however confirm the theses supported by the industries, and which are then widely discussed spread in the media.
