In search of the brazenest marketing deception in 2024.
At the supermarkets, consumer fraud is a common tactic used by manufacturers. Foodwatch, a consumer organization, has nominated five products for the biggest con of the year. Voting is open until June 30, 2024, for the "Golden Windbag" award, which acknowledges the "most outlandish advertising lies" of 2024. Foodwatch encourages consumers to actively resist and protest against labels that deceive.
Foodwatch also presents five nominees for its "Golden Windbag" award this year. Consumers are encouraged to vote for the most deceptive advertisements.
The nominees
ALETE's conscious apple pies
Foodwatch alleges that ALETE creates apple pies targeting children and claims a healthier nutritional value. Each 100-gram serving of these pies has 24 sugar cubes - which should not be marketed to kids, according to WHO standards.
Heisse Tasse Champignon Creme
Foodwatch accuses Heisse Tasse Champignon Creme of advertising "with real vegetables" featuring prominently on the packaging, with fresh mushrooms displayed. However, upon examination of the ingredients list, it's revealed that the soup contains just 2% vegetables.
Langnese Cremissimo Bourbon Vanilla
According to Foodwatch, Unilever has pulled off a clever trick with "shrinkflation." The company has reduced the packaging size of 1300 milliliters to 900 milliliters but kept the price at 3.99 euros. Consumers now receive 30% less content for the same money, equating to a 44% price increase.
Offset Nutrition Pretty Little Meal Bar
Foodwatch alleges that this bar is advertised as a substitute for main meals, designed for weight loss. In reality, the bar contains 4.8 sugar cubes and a Nutri-Score E, the worst rating, making it unsuitable for a health-conscious diet.
Rügenwalder Mühle's Vegan Schinken Spicker Mortadella
Foodwatch claims that Rügenwalder Mühle's vegan ham, called Spicker Mortadella, is misleading. The label features "on the basis of sunflower seeds," but in reality, it only contains 2% sunflower protein. The more accurate description would be "on the basis of rapeseed oil."
Previous winners
Previously, "Golden Windbag" winners have included the yogurt drink Actimel from Danone (2009), Ferrero's milk slices (2011), and "Smart Water" from Coca-Cola (2018). In 2021, Rewe won for its climate-neutral advertising on its chicken meat and later retracted the claims. In 2023, Intersnack Germany's "Pom-Bär Ofen Minis" received the Negative Award.
Consumers are invited to share products they believe mislead them on schummelmelder.de, Foodwatch's platform for reporting advertising deception.
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