Ever wonder why fast-food ads always look so irresistible? When you see the sauces dripping and the steamy aromas wafting from fried chicken or a burger, all you want to do is go out and get it immediately. But wait! Experts warn that these enticing ads can lead to unhealthy eating habits and health conditions.
Mpho Nene from KwaNdebele in Mpumalanga was deeply unsettled when diagnosed with hypertension, leading her to change her diet.
Despite her efforts, she struggles with temptations from food advertisements.
Her cravings include fast foods, candies, and alcohol, she says. “I’ve gained a lot of weight, going from a size 28 to a size 37, in a space of three years due to junk food.”
Battling temptations
Nene admits that she often buys things she doesn’t need and finds it challenging to manage her temptations.
“I try to steer clear of temptation but I frequently end up in the same situation.”
Mpho Nene
“I work out from Monday to Saturday, but it doesn’t seem to help,” she explains. “I’ve attempted various diets, but I can only stick to them for a day or five before going back to my previous habits.”
Food and psychology
Thabo van Wyk, a clinical psychologist with Tshwane District Health Services from Atteridgeville, Tshwane in Gauteng, explains that a relationship between our eating habits and psychology has always existed.
He says this relationship is best understood when considering eating and feeding disorders such as anorexia nervosa, bulimia, and binge eating disorder. Social, cultural, biological, and economic factors also contribute to our relationship with food, he adds.
“We are easily persuaded by what we are continuously exposed to.”
Thabo van Wyk
Van Wyk further notes that the majority of food advertisements focus on what is considered unhealthy foods, therefore most people will consume unhealthy food items.
“More focus needs to be placed on the macro system. Policymaking can be one way in which the promotion of health can be achieved.”
He also highlights another role for the macrosystem, proposing possible subsidies for organic farmers.
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Consistency is key
Tantaswa Ndlelana, a health enthusiast from Nyanga, Cape Town, says it’s easy for many to fall for food advertising tricks. What works for her is always reminding herself why she opted for a healthy lifestyle in the first place.
“Food adverts are tempting. You switch off the TV, and you’ll find them on social media. While you try to avoid them while working, they keep popping up on your computer.”
She adds that when all that happens, serious discipline is needed, starting with managing emotions and focusing on what the body needs rather than what is craved visually.
“I have a backyard garden with mostly organic crops that cater to bodily needs. Being the sole breadwinner helps me manage my budget while still eating well.”
Ndlelana believes anyone can overcome poor eating habits by maintaining self-discipline and prioritising their health above all else.
How to promote healthy eating habits
South Africans are hungry and need access to affordable, nutritious food, according to Zukiswa Zimela, the communications manager at HEALA.
“South Africa faces a double burden of over and undernutrition.”
Zimela explains that the role of food marketing might be the single biggest driver of poor diets today. She adds that multiple studies across the globe have shown the power that food advertising has on short- and longer-term consumer behaviour – it changes what people buy, choose to eat, and even how much they elect to eat.
“In recognition of this, we are seeing increasing government regulation to protect children from marketing that exploits them as young consumers.”
By providing people with information about the contents of the food they consume and making healthier options more affordable, we can change the food environment in South Africa, explains Zimela.
“South Africans who want to make better health choices are hindered by incomprehensible food labels.”
She says that nutrition illiteracy and the availability of these foods are wreaking havoc on the health of South Africans, which is why HEALA is advocating for easy-to-understand front-of-pack warning labels.
“Any food with a front-of-pack warning label will not be permitted to be marketed to children.”
She notes that research by Priceless SA at the University of Witwatersrand School of Public Health found no evidence that voluntary actions by the food and beverage industry can protect public health.
“What is needed are evidence-based financial and regulatory interventions aimed at improving our food environment.”
She adds that this can be achieved by limiting the quantity of unhealthy foods flooding the food system.
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