Deceptive packaging, questionable health promises and empty advertising slogans: this year too, foodwatch Austria is looking for the “advertising insult of the year”. From now on, consumers can vote on the boldest deceptive packages and marketing tricks for five products at www.werbeschmaeh-des-jahre.at and choose their favorite. The election runs until December 8, 2025. Shortly afterwards, the winner of the foodwatch negative prize will be ceremoniously awarded.
“With the advertising insult of the year, we hold up a mirror to companies. We show where consumers are being misled – and demand an end to manipulative advertising promises,” says Indra Kley-Schöneich, head of foodwatch Austria.
This year’s finalists show once again how inventive the industry is when it comes to swapping appearances and reality:
· Dolce Gusto Nesquik
With the capsule version of Nescafé Dolce Gusto Nesquik, Nestlé is turning simple cocoa into an overpriced lifestyle product. One serving costs around 50 percent more than a classically prepared cup of Nesquik – and without any nutritional benefits. There is also an enormous waste problem: every cup leaves behind a non-recyclable capsule made of plastic-aluminum composite. While the traditional powder is available in bulk packs, the capsule version results in unnecessary costs – and a lot of packaging waste.
· GAMERS ONLY Energydrink
Colorful packaging, comic heroes and bright colors: the energy drink powder from GAMERS ONLY in the Teenage Mutant Ninja Turtles edition is clearly aimed at children and young people – the group for whom energy drinks are particularly dangerous. The product contains high concentrations of caffeine, which can cause anxiety, sleep problems or cardiac arrhythmias. Particularly risky: The powder is mixed yourself – if you use too high a dose, you quickly risk a massive overdose and serious damage to your health.
· Lotus Biscoff
The cult biscuit with the caramel flavor has been shrunk: instead of 250 grams, there are now only 200 grams in the pack – but the retail price in stores has remained the same. This corresponds to a price increase of around 25 percent per kilo. This hidden price increase, also known as shrinkflation, is not transparently marked anywhere. Consumers pay more without realizing it – a prime example of misleading behavior on supermarket shelves.
· Mautner Markhof Syrup+ Immune booster
“Syrup+ Immune Booster” sounds like a boost for the immune system – the product actually consists of two-thirds sugar. Vitamin C and zinc are added, which according to the EU Health Claims Regulation “contribute to the normal function of the immune system” – but the reference to this can only be found in small print. Instead of promoting the immune system, excessive sugar consumption contributes to obesity, diabetes and tooth decay. A prime example of blatant misleading by a product that masquerades as healthy.
· NÖM Pro Cottage Cheese
With Cottage Cheese, which is advertised as “High Protein”, NÖM is at the forefront of the protein food trend. However, a look at the nutritional values shows that standard cheese is sold as a fitness miracle. The cheese advertised sometimes contains less protein than other low-fat own-brand products from Hofer, Lidl or Spar, which are usually even cheaper. Anyone who accesses this website pays primarily for the image – not for the content.
Transparency instead of deception!
With the “Advertising Shame of the Year” foodwatch Austria wants to make the most common deceptive packages visible. The campaign is taking place for the fourth time. The award winners have already included beverage manufacturer Vöslauer and Bad Ischler Salinen Austria AG.
Platform for exciting products
On the website www.das-regt-mich-auf.at, consumers can submit products that they are particularly annoyed about all year round. From all the nominations that foodwatch receives via this or other means, the finalists for the “Advertising Infamy of the Year” are determined, from which the respective favorite can be chosen.
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