The Dark Side of Fast Food Chains – Should Nepal facilitate their exploitation?
People throughout the globe have fallen prey to the addictive nature of fast foods. Despite the persisting disorders like obesity which is attributed to haphazard consumption of fast foods, people of all age groups are increasingly consuming them. This consumer behavior has been enforced by contagious marketing strategies developed by some of the best marketing brains in the world. These strategies are open to ethical questions and contribute to degrading the physical and mental health of the afflicted. As per the data by WHO, worldwide obesity has nearly tripled since the first beginning of the fast-food industry.
Fast-Food chains have engaged in what is the most prominent ethical dilemma in marketing – deceptive strategies aimed at concealing the detriments of their products. For instance, McDonald’s has several cartoonish characters as mascots that are religiously liked by children. Marketers have run campaigns in schools, malls and public locations to connect these mascots with children to foster emotional connection. As such, the brand image of McDonald’s remains engraved in the minds of the children who are subconsciously compelled to repetitively consume its fast-food despite being aware of the dangers of obesity.
McDonald’s Mascots
Fast-Food Chains and Legislations
Strict restrictions have been imposed on the unhealthy content of fast foods served by multinational chains in several countries. Specifically, countries around the world have directed their attention to the level of trans fat in foods which is known to increase bad cholesterol levels and heart diseases. In European countries, brands like McDonald’s, KFC and Pizza Hut have made nutritional commitments by limiting trans fatty acids in their food. As per the rule in European Union, the maximum limit of trans fat is 2 grams per 100 grams of fat in the food intended for the final consumer and retailers. South Asian countries like India have also vowed to limit trans fat in oils and fats to 2% by 2022.
On the contrary, several countries have paid no heed to the concern of trans fatty acids in fast foods. Several developing countries have become marketplaces for fast food chains to rampantly exercise their exploitative practices because of a lack of regulatory laws. A country like Vietnam, one of the fasted growing economies, is a lucrative market for multinational brands. The lack of laws targeting unwanted fatty contents in food is alarming as products of fast-food chains are known to be high in trans fat.
Furthermore, fast-food chains resort to dubious brand & marketing practices that are unethically targeted at children to establish a long-term consumer base. For instance, Oreo has collaborated with an ad agency to develop a game that visually place their products. It is all done in efforts to place its products and brand name in the minds of children. To aggravate the matters, these games do not require parental advisory and are readily available in google play and app store. Such kinds of marketing practices are securing future businesses of these brands through manipulation of the docile childish brains of today. Ultimately, strategies like these generate massive revenues for the fast-food chains. So much so that the big fast-food brands are acquiring unimaginable business benefits at the expense of the health of thousands of people who develop compulsive eating behavior toward fast foods.
Orea Twist Lick Dunk Game
Implications to Nepal
Nepal, as it is today, does not have fast food culture embedded in its own cuisine. The Nepalese populace has historically enjoyed momo, chowmein, samosa, sekuwa, pani puri and chatpate as go-to convenient foods. The only multinational fast-food chain that has managed to enter Nepal is KFC, although it has not been able to penetrate the Nepalese population.
However, recent years have seen the rise of domestic fast-food chains such as The Burger House & Crunchy Fried Chicken, Chicken Stations, etc. Also, it is to be noted that Nepal lacks any laws regulating the use of trans fat in fast food chains. A number of non-governmental organizations have proposed its ban in recent years but to no avail. Furthermore, brand & marketing practices in the country know no boundaries. While the concerned governmental bodies and media houses have continuously warned brands about the advertisement of restricted products as well as the clean feed issue, none have paid heed. Currently, Nepal does not face the risk of widespread obesity owing to fast-food chains but the threat of it can certainly be predicted considering the lethargic state of regulatory bodies.
