Thread by @DrGerritsen

👏👏 New research published 👏👏 with @fi_sing @Kbackholer @HealthyAuckland and Dr Sally Mackay!

"Covid-washing" by Big Food brands on social media during the first #lockdown in Aotearoa NZ.

#CDoH @FMHS_UoA @FrontiersIn Nutrition

Thread 1/8
doi.org/10.3389/fnut.2…

We searched social media posts of 20 big brands, 5 in each of 4 categories: confectionery, snacks, sugary drinks and fastfood. Across Facebook, Instagram, Twitter and Youtube from Feb-May 2020 pre-pandemic and then in Level 4, 3 and 2 Covid Alert Levels. 2/8

There were 1,368 posts, 27% related to Covid-19. Fast-food companies were the most likely to reference the pandemic, with a rapid increase in their number of social media posts just prior to the end of Level 4 restrictions. 3/8

Most common tactic (in 36% of posts referring to Covid-19) was linking a brand with community spirit #allinthistogether #KiaKaha. Brand-related isolation activities were also common (23%), along with the message that consumption helps people to cope during the crisis (22%). 4/8

These tactics are “Covid-washing” where a company portrays itself as empathetic and contributing in a meaningful way to the pandemic response, when, in reality, it was just another strategy to promote products and choices that are detrimental to health. 5/8

Being bombarded by advertising online undermines our ability to eat well, and these companies prey on our anxiety, loneliness and desire to help. Covid-washing is manipulative and we need to be wise to these tactics, not share branded posts in order to enter competitions etc. 6/8

The NZ Advertising Standards Code states ads must show a “due sense of social responsibility” and “not undermine the health and well-being of individuals”. Also not allowed to promote excessive consumption or advertise unhealthy products directly to children. 7/8

The ASA in this instance has not protected NZers vulnerable to stress and comfort eating (which was many of us during lockdown!) and still does not protect children on social media. It is ineffective and must be replaced with a govt-led system that puts public health first, 8/8