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Lub koom haum cov neeg siv khoom noj khoom haus tau thuam cov neeg tshaj tawm rau cov foob pob qab zib thiab cov khoom noj greasy. Cov tuam txhab xws li McDonald's, Pizza Hut thiab Coca-Cola tshwj xeeb tau siv cov hnub qub hauv social media rau lawv cov lag luam, uas txaus siab rau kev ntseeg siab ntawm cov menyuam yaus thiab cov tub ntxhais hluas. Nyob rau hauv kev koom tes nrog cov influencers, cov tuam txhab, piv txwv li, tsim tshwj xeeb tsab ntawm lawv cov khoom, npaj kim txheej xwm thiab mus txawv tebchaws thiab unobtrusively launched brand advertising ntawm lawv cov channel. foodwatch ceeb toom tias qhov kev lag luam junkfluencer tau txhawb kev tsis txaus noj haus thiab rog rog ntawm cov tub ntxhais hluas.
"Influencers yog ob qho tib si mlom thiab cov phooj ywg zoo tshaj plaws rau ntau lab tus tub ntxhais hluas. Cov hnub qub tshaj tawm hauv xov xwm yog cov tshaj tawm tshaj tawm zoo tshaj plaws rau cov tuam txhab khoom noj khoom haus kom muag ntau thiab ntau lub foob pob qab zib thiab cov khoom noj greasy - hla kev tswj xyuas niam txiv ncaj qha los ntawm cov xov tooj ntawm cov menyuam yaus thiab cov tub ntxhais hluas. "hais Luise Molling los ntawm foodwatch.
Lub koom haum cov neeg siv khoom tau hu rau cov tub ntxhais hluas kom muaj kev tiv thaiv zoo dua los ntawm kev lag luam khoom noj tsis zoo hauv Is Taws Nem: Influencers tsuas yog tso cai rau tshaj tawm cov khoom sib npaug. Tsoom Fwv Teb Chaws Zaub Mov Minister Cem Özdemir xav qhia txog kev tshaj tawm kev thaiv kev tiv thaiv menyuam yaus. Ntawm lwm yam, kev tshaj tawm cov khoom noj tsis sib xws hauv TV feem ntau yuav tsum txwv tsis pub thaum yav tsaus ntuj thiab hnub so, thaum cov menyuam yaus siv xov xwm ntau heev. Foodwatch tau thov kom cov kev cai no yuav tsum tau txuas ntxiv mus rau thaj tsam ntawm kev tshaj xov xwm. Instagram posts lossis Tiktok cov yeeb yaj kiab uas tuaj yeem nkag mus ib puag ncig lub moos yuav tsum tsuas yog muaj kev tshaj tawm rau cov khoom sib npaug. Vim yog FDP qhov kev tawm tsam, Özdemir cov phiaj xwm muaj kev phom sij ntawm kev poob dej ntxiv, foodwatch ceeb toom. Txawm li cas los xij, txhawm rau tiv thaiv cov menyuam yaus thiab cov tub ntxhais hluas kom zoo los ntawm kev tshaj tawm cov khoom noj khoom haus tsis zoo, tsab cai lij choj yuav tsum tau nruj me ntsis hauv qee qhov chaw, cov neeg siv khoom xav tau.
"Junkfluencer Strategies" ntawm kev lag luam zaub mov
Cov tuam txhab noj zaub mov tam sim no tau siv peb lub tswv yim tseem ceeb hauv kev tshaj xov xwm los txhawb kev muag khoom ntawm lawv cov khoom:
- Cov khoom sib koom ua ke: Cov tuam txhab ua haujlwm nrog social media influencers los tsim cov khoom sib cais. McDonald's tau tshaj tawm "McFlurry Shirin" nrog rau qhov zoo li ntawm tus neeg hu nkauj thiab social media icon Shirin David. Kev zoo nkauj influencer "Julia Beautx" tau liam tias tsim nws tus kheej donut rau Kaufland. Thiab Lipton tau tso tawm ib tsab tshwj xeeb tsim thiab ua lag luam los ntawm queer tshuab raj thiab influencer "Twenty4tim" nrog ntau tshaj kaum ib lab lub kaus poom.
- Kev mus ncig thiab xwm txheej: Cov tog neeg loj, kev mus ncig zoo siab, kev sib tw ua pa - cov tuam txhab tau los nrog ntau thiab ntau lub tswv yim los yeej cov influencers ua tus tshaj tawm tshaj tawm. Coca-Cola tau muab Swedish influencer Lotta Stichler mus rau Lapland kom nws tuaj yeem tshaj tawm nyob rau hauv qhov chaw Christmas snowy. Fanta thiab McDonald's redesigned McDonald's ceg rau Halloween kom tus influencer Max Müller ("Max Echtso") tuaj yeem tshaj tawm cov ntawv qhia Halloween nyob ntawd nrog cov ntsiab lus spooky. Thiab nyob rau tib lub sijhawm, lub tsheb npav Fanta "Holoween" tau nyob hauv Berlin, qhov chaw Fabian Busch ("Iamzuckerpuppe"), uas nyiam cov tub ntxhais hluas, tau tshwm sim tshwm sim thiab ua yeeb yaj kiab. Red Bull kuj nyiam siv cov xwm txheej raws li kev tshaj tawm xov xwm hauv qab: lub zog haus dej haus cawv tau caw ntau tus neeg muaj kev cuam tshuam thiab gamers rau "Games on a Plane" kev tshwm sim.
- "Hidden" advertising: Cov tuam txhab sib xyaw lawv cov yeeb yaj kiab tshaj tawm camouflaged nrog cov influencers 'ib txwm cov ntsiab lus txhawm rau muab lawv qhov kev ntseeg siab dua thiab ua tiav ntau dua. "MinimaLara", paub txog nws cov lus qhia vegan vegan, tau tshaj tawm cov yeeb yaj kiab hauv qhov chaw ib txwm ua uas nws tau npaj Choco Crossies los ntawm vegan Ritter Sport chocolate. Maxine Reuker, uas feem ntau tshwm sim nyob rau hauv kev sib raug zoo nrog nws tus hluas nraug, tuaj yeem pom nrog nws tus hluas nraug ntawm lub caij nplooj zeeg picnic nrog pizza los ntawm Pizza Hut. Thiab tus influencer Aaron Troschke tshaj tawm ib qho ntawm nws qhov kev sib tw ntau, lub sijhawm no saj Pepsi dig muag nrog lwm tus muaj zog.
"Nrog cov tswv yim tsis txaus ntseeg ntau ntxiv, kev lag luam khoom noj tau ua tiav hauv kev nthuav tawm qhov tsis tu ncua ntawm cov dej qab zib thiab cov khoom noj txom ncauj greasy raws li niaj hnub zoo li niaj hnub ntawm cov tub ntxhais hluas cov hnub qub kev tshaj tawm thiab tib lub sij hawm nce kev sib koom ua ke ntawm cov ntawv sau thiab tshaj tawm cov ntsiab lus.", piav qhia Luise Molling los ntawm foodwatch.
Kev tshaj tawm zaub mov tau raug pov thawj los cuam tshuam rau kev noj haus ntawm cov tub ntxhais hluas. Cov menyuam yaus noj ntau dua ob zaug ntau dua cov khoom qab zib tab sis tsuas yog ib nrab ntawm ntau cov txiv hmab txiv ntoo thiab zaub raws li kev pom zoo. Raws li kev ntsuas tam sim no, kwv yees li 15 feem pua ntawm cov menyuam yaus thiab cov tub ntxhais hluas rog dhau thiab rau feem pua yog qhov hnyav dhau (kev rog). Koj muaj kev pheej hmoo ntawm cov kab mob xws li ntshav qab zib hom 2, teeb meem sib koom ua ke, ntshav siab thiab kab mob plawv tom qab lub neej. Raws li cov ntaub ntawv los ntawm Lub Koom Haum rau Kev Koom Tes Kev Lag Luam thiab Kev Txhim Kho (OECD), ib ntawm xya tus neeg tuag hauv tebchaws Yelemes tuaj yeem raug suav tias yog kev noj zaub mov tsis zoo.
Cov peev txheej thiab cov ntaub ntawv ntxiv:
- OECD 2021: Kev noj qab haus huv lub teb chaws profile, suav nrog kev tuag vim kev noj zaub mov tsis zoo
- Xovxwm tshaj tawm: foodwatch thuam influencer kev lag luam rau cov dej qab zib thiab cov dej qab zib zog
- Tshaj tawm: Kev tshaj tawm kev txwv tsis pub noj zaub mov tsis zoo: Ntau tshaj 60 lub koom haum tau thov kev txhawb nqa los ntawm FDP tus thawj coj Christian Lindner rau txoj cai tiv thaiv menyuam yaus
Photo / Video: foodwatch eV.
