I just saw a full page ad in The Washington Post “Registered Dietitians agree that HFCS is the same as table sugar and can be enjoyed in moderation.”
As a communications expert and future dietitian, this bothers me. While the statement is not technically false, it is twisted. I think it uses dietitians as a way to position HFCS as recommended or even healthy and that’s dangerous for the field.
What is “moderation” anyway? It’s subjective. A young, active athlete has a lot more room for “moderation” than a sedentary, overweight 40-year-old female with a family history of diabetes and obesity.
White sugar is refined, just like HFCS. The first thing a dietitian is going to do is ask a person to add healthy fruits, vegetables, and grains to their meals and replace them with junk foods of poor nutrition quality -processed sugary and sweet foods – most of the stuff the CRA is promoting as “enjoy in moderation” foods.
I think this is an excellent “textbook” PR ad. If I had this assignment in grad school, I would use this same approach. I think it does its job to reach those “on the fence” to view HFCS positively “oh, ok fine in moderation”. But it is not good for the reputation of dietitians. It leaves the perception that dietitians are “in bed” with food companies. Perception is reality. Just like HFCS is perceived as unnatural or even poison dietitians could be perceived as thoughtless drones who are afraid to say “eat less” of anything — and that’s just not the case.
Here are some other interesting reads on the issue:
Marion Nestle – What to Eat blog
Serious Eats – the reader comments here indicate what’s going on with HFCS. Strong opinions that it is unnatural and discussion about whether or not it is “different” than other sweeteners.
BlogHer – opinion about how the ads are perceived as insulting – most likely by people who choose to avoid HFCS. So if the campaign goal is to shift some opinion positively toward HFCS, it may be failing.
Ask the dietitians blog – five HFCS facts, including “Reducing your intake of HFCS can help reduce calorie intake which in turn assists in weight management.”
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Rebecca, as you can see, I had a field day dissecting these ads (TV not print) on Shaping Youth, and linked to the many other medical, eco, healthcare etc. folks like YOU to look at the accuracy/myth nuances.
http://www.shapingyouth.org/blog/?p=2135
From an advertising POV, it’s a spinmeisters/PR dream blitz to plant the ‘perception as reality’ confusion into the marketplace, using the ‘misinformation’ counter-marketing angle…As an ad campaign I personally feel it’s ‘off strategy’ in both execution and tonality…offending and annoying just about anyone with a smidgin’ of critical thinking skills/brainpower analysis.
Consumers SHOULD get riled that the media buy is on kids’ shows/timeslots too…but they may not notice.
I tend to use the ol’ “shorter ingredients list the better” guideline to encourage kids to avoid the gazillion additives in chem cuisine, and generalize that if HFCS is one of the top three ingredients, just ‘put it down.’ It keeps it easy/understandable for them that way, without getting into HFCS as a cheap food stabilizer, filler, etc. etc. vs. quality whole foods and natural sugar….
I’ll pick up your post and byline it to add to the RD story, and must say, I’m amazed at the $$$$ they’re putting behind this blitz in print and TV…it’s EVERYwhere…sheesh.
p.s. Did you see that FitBit launched at TechCrunch 50 yesterday? Cool motivation tool, here’s more: http://www.shapingyouth.org/blog/?p=2142
Rebecca, I saw your comment on the What to Eat blog. What about strong evidence that while the chemical makeup of HFCS and sugar may be similar, it is not metabolized in our body the same way…sugar being processed in our cells and having the ability to stimulate insulin production and telling our brain we’re full. HFCS is largely metabolized in the liver bypassing some important steps which is why people can drink a six-pack of nasty Pepsi or Coke and not feel full and why those calories get stored as fat instead of being readily available to be burned off like real sugar?
Long Question I know, but I’m curious why this isn’t part of the discussion. Frankly, I don’t know why common sense isn’t part of the discussion….like limit all sugars and eliminate HFCS completely. That’s what I’ve done for twenty-one years and I’ve yet to have a problem with weight gain…and neither does anyone else I know who practices the same eating habits.
Rebecca,
I have seen the TV ads, and I couldn’t help but laugh at the tag line at the end of the commercial
“Get the Facts…You’re In For a Sweet Surprise”
My response…
Yeah, Type 2 Diabetes…What a surprise
My son reacts badly to high fructose corn syrup. Those ads turn me to crap.
Kami,
I think from the marketing standpoint, CRA is positioning HFCS as the same as “table sugar” as opposed to the “unknown enemy / poison” etc. They are trying to decrease the perceived risk and shift attitudes about HFCS. Their statement about HFCS and refined sugar is true.
You are right that fructose is metabolized in the liver and does not require insulin. With respect to “telling the brain we are full”, I think you are talking about satiety. The main flaw with that argument is that if you are eating or drinking something with HFCS, you are probably having it with protein and fat (e.g. burger and soda) so there are other cues for satiety.
I can tell you that that your common sense approach is smart. It is your personal choice to avoid HFCS altogether – I personally do not read labels and refuse to buy it simply because I consume so little boxed, bagged and other processed foods that I won’t worry about the ketchup that has a little in one tablespoon I might have once a week.
I would like to see more research on HFCS metabolism and effect on weight, health etc. However, sticking with a common sense approach of things… if you are active and maintaining a healthy weight, eating mostly vegetables, fruits, and whole grains you are following behaviors that are supported by MOUNTAINS of evidence that you can decrease risks of obesity, diabetes, cancers, heart disease, etc.
DR – LOL!
M&Co – good point, some people have fructose intolerance or allergies. So if you react badly to it, you should avoid it.
Amy – you did a very interesting post on HFCS, I hope people visit it.
More news… cites the full page ad I saw about “dietitians” that motivated me to write this post.
http://www.chicagotribune.com/news/local/wire/chi-ap-cornsyrup-fightingbac,0,3457804.story
Thanks for your thoughtful follow-up Rebecca. For people like you and me who eat real food and avoid packaged and processed food and have a balanced, common sense approach to eating, you’re right, a little HFCS in your ketchup won’t likely make a difference.
I grew up before corn was refined into a sweetener and used in everything from soda pop to applesauce. I think it’s an incredible coincidence that when I was a kid, we could eat all the sugar and junk food we wanted, but the majority of us never gained weight. It was the rare few. Today, kids are so much fatter. Little kids. Lots of factors to be sure, but I have a hunch those cute little kids with the stick arms and legs and the large protruding belly are consuming large amounts of HFCS….among other unhealthy things.
Kami,
I hear ya… I also played outside a lot as a kid and sat down to real meals rather than all the grazing and dining out that we see today.
Nevertheless, many people complain that HFCS is in everything and contend that it doesn’t need to be in there… like bread.
[...] blogger, sports nutritionist and yes, an ‘expert.’ The commentary accompanying the post on her site is worthy, with dieticians weighing in on the dialogue, and a ‘Balanced Health & [...]
Here’s ADA’s response to the ads:
• The American Dietetic Association had no involvement with the recent Corn Refiners Association advertisements. ADA did not review or approve the ad in question, nor any wording in it; nor did ADA have advance knowledge of the advertisement.
• Although the credential of “registered dietitian” is the property of ADA, our ability to control its usage is limited to instances in which individuals improperly claim that they are registered dietitians. ADA is not in a position to prohibit the use of the term “registered dietitian” in such contexts as that used by the Corn Refiners Association.
• ADA does not, and would not, attempt to assert control over the personal views, opinions and statements of its individual members. Every RD is entitled to his or her opinion regarding positions taken by the American Dietetic Association on any and all issues in food and nutrition, and the Association supports open dialogue as a means of the healthy exchange of views.
• The Association encourages our members to express their opinions, even when they do not reflect ADA’s positions.
• Most importantly, the American Dietetic Association is not remiss in protecting the integrity of the RD credential or the profession of dietetics. Promoting our credential, our members, and our profession are an essential part of ADA’s purpose and mission.
I think dietitians have been thrown under the bus for a very long time. The ADA appears to be in bed with food companies like Coca-cola. Marion Nestle talks more about this on her blog. Time to stand up and speak up!