Food Standards Scotland won't scrap controversial diabetes ad despite outcry
Food Standards Scotland (FSS) will not remove its campaign to highlight the consequences of a poor diet despite an outcry that it carries inaccurate advice about diabetes.
Food Standards Scotland ad
The campaign claims that unless the people of Scotland and their children change their eating habits, 40 per cent of the country will be obese by 2030.
Of the two adverts in the campaign, it is the one that highlights the dangers of diabetes, featuring a young girl talking about what could happen if she eats too much chocolate and encouraging parents to limit their children’s consumption of unhealthy snacks, that has caused the fuss.
Twitter users have claimed that the advert fails to highlight the type of diabetes, with type two linked to obesity.
Following the initial outcry, the FSS added a small amendment to the ad to state that it was referring specifically to type two diabetes, however this did not quell the call for the campaign to be scrapped.
In a statement, the organisation said: “The campaign was researched and developed with the intended target audience for the campaign (parents). The research showed us that it was important that the campaign messages come from the child’s perspective – in their language and terminology. It also showed us that whilst the campaign is unsettling and uncomfortable viewing for some, it strikes a chord and is felt to be the wake-up call we need to start making change to our dietary habits."
Upon speaking to The Drum, a spokesperson confirmed that there were no plans to scrap the campaign which also features outdoor and digital advertising, field marketing, social media and PR to supplement the TV ads.