COVID-washing of ultra-processed products: the content of digital marketing on Facebook during the COVID-19 pandemic in Uruguay

Abstract

Objective: To explore the use of references to the COVID-19 pandemic as part of the marketing strategies used on Facebook to promote ultra-processed products. Design: A search for Facebook accounts of ultra-processed products was performed using a master list of products commercialized in two online supermarkets in Uruguay. For each of the identified Facebook accounts, all the content posted from the confirmation of the first cases of COVID-19 in Uruguay, on March 14th, 2020, until July 1st, 2020 was recorded. Posts including mentions to COVID-19, social distancing measures or their consequences were identified and analyzed using content analysis. Setting: Uruguay, Latin America. Results: A total of 135 Facebook accounts were identified, which generated a total of 1749 posts related to ultra-processed products, from which 35% included references to COVID-19. The majority of the posts included references to prevention measures. Approximately one third of the posts included proposals of activities to do at home, most of which were linked to a healthy lifestyle. Tips for coping with quarantine and descriptions of the charitable work undertaken by brands were also identified. Conclusions: Results from the present work provide evidence that industries of ultra-processed products have taken advantage of the COVID-19 pandemic to promote their products, create positive associations with the brands and improve their image as part of their digital marketing strategies.

The contributions of civil society to food security in the context of COVID-19: a qualitative exploration in Uruguay

“…Food baskets containing ultra-processed products with excessive content of sugar, fat and sodium were identified, mainly when the organisations received donations from the food industry. The ultra-processed food industry has made donations to communities as part of their strategic responses during COVID-19 pandemic (53,54) . These donations are often regarded as a contribution to food security.…”

“…These donations are often regarded as a contribution to food security. However, they are also part of the marketing strategies of the food industry as they enable the distribution and promotion of products close to expiration date in the context of reduced sales to the most vulnerable populations (53,54) . Therefore, it seems necessary to develop strategies to discourage inclusion of ultra-processed products with excessive content of nutrients associated with non-communicable diseases as part of the foods provided by civil society in the context of COVID-19.…”

Children in marketing: A review, synthesis and research agenda

“…Especially, the lockdown period that emerged with the Covid-19 pandemic encouraged more online shopping and fostered a digital marketing environment that was easily exploited. Antúnez et al (2021) found that the COVID-19 pandemic helped industries of ultra-processed products quickly promote their goods, create positive associations with their brands, and improve their brand image through their digital strategies.…”

“…Especially, the lockdown period that emerged with the Covid‐19 pandemic encouraged more online shopping and fostered a digital marketing environment that was easily exploited. Antúnez et al (2021) found that the COVID‐19 pandemic helped industries of ultra‐processed products quickly promote their goods, create positive associations with their brands, and improve their brand image through their digital strategies. As a reflection of the severe influence of the COVID 19 pandemic on children, such as being exposed to marketing from unhealthy products more often and rising obesity and junk food consumption problems (Ertz & Le Bouhart, 2021), many issues have emerged in this literature recently.…”

Innovation, Alliances and Management of Halal Products as Strategies to Increase MSME Competitiveness in the Era of the Covid-19 Pandemic

“…Drastic changes in the business environment affected by Covid-19 (Bairizki et al, 2021), resulting in MSMEs experiencing a decline in sales and some unable to survive being forced to close their businesses, The transition phase of the pandemic to the normal phase causes changes in consumer behavior (Antúnez et al, 2021)namely a decrease in purchasing power and changes in lifestyle that are increasingly paying attention to the halalness, benefits and cleanliness of food products. In this condition, MSMEs are experiencing a post-pandemic transition period.…”