A brand expert and design consultant, Ron Cregan, wants lawmakers and regulators within the food supply chain to find a more creative approach in controlling the consumption of unhealthy products on the markets.
He said while mandated regulatory bodies all demand graphic warnings and censorship on many food and beverage products, the issue of branding and its supposed power to get people consume more has got lawmakers looking at using increasingly draconian legislation to dictate people’s behaviour, often with unintended and negative consequences such as fuelling an illegal trade in alcohol and counterfeit medication.
Speaking as the keynote speaker at the 3rd Africa Rising International Advertising Association’s annual summit in Accra, on the topic the Brand Blocking, Regulations and threats to consumer choices and goods, Ron Cregan, who is also the Founder of Endangered Species said the health warnings and ‘nanny statist’ marketing restrictions on packaging seldom change consumer behaviour, adding that instead of scaring people into changing their behaviour or punishing them, legislators need to be more creative when it comes to protecting our health.
“We need to have a practical health debate around responsible consumption, but unproven, draconian legislation cannot be the solution. Brand identity is a fundamental right for brand owners and proposed government measures will have a devastating impact on global brands including much loved favourites which are part of our cultural heritage as well as artisan producers who will be denied the right to express their identity. Creating positive and educational messages that will help change consumer behaviour and avoid misunderstanding is well within the design community’s capabilities, legislators just need to be more creative in their approach to promoting good health.”
Use of technology
He also suggested technological advancement as one of the more effective ways to promote responsible consumption of products including fizzy drinks, fast food, alcohol and sugar through packaging design.
“No one is suggesting that obesity or excessive alcohol consumption isn’t a global problem. But instead of health warnings and brand censorship, we could use smart phone technology to unlock information and create health codes – a scannable QR code which consumers can use to access live nutritional and health information from around the world. The technology stays the same, with the health information being translated to suit the end user. The QR code logo is a compatible alternative, designed to sit alongside existing brand designs.”
Role of responsible governments
While charging government to take responsible measures to regulate food and other medicinal products, Mr. Cregan insisted that there is the need for the state to adopt a proper code of conduct to check the lapses in the control of these products because the fight against counterfeit and dangerous food products cannot be won if government continues to shirk its responsibility.
“We need to actually draw a proper code of conduct to decide on what is appropriate for our people. I don’t think what is being done has been successful. There is a lot of misinformation. I think responsible government is about taking responsibility.”
Challenges with social media, brand ambassadors
Gail Scimmel (CEO, Advertising Regulatory Board, South Africa), Ijedi Philomena Iyoha (Acting Registrar, APCON, Nigeria) and Seth Seaneke (Deputy Chief Executive, Food and Drugs Authority, Ghana), also joined in the panel discussion.
They admitted how social media and the digital age as well as the use of brand ambassadors and influencers are posing as threats to the regulation of consumer choices and goods.
The panellists therefore called for more dialogue and broader consultations to address these teething challenges.
