Food Marketing
I look at the advertising
industry as potential promoters of the development of eating disorders to those who may be set up through environmental
factors, genetics, or life situations to be vulnerable to disordered eating patterns. This is another arena which causes
me pain as a therapist knowing the impact advertising has on people. For instance, while I believe in healthy eating, advertisers
for food products make sure they splash on their wrappers "Low Fat" and "No Fat." Some of these products
have always been produced with no fat or low fat but in the quest for sales and the current "Health Theme", now
they alert the consumer. I hear the guilt pouring from my clients mouths as they obsess about "fat". Eating disorder
clients justify their behavior with the distorted thoughts of "Healthy." Even pet food manufacturers are advertising
"No Fat" and "Low Fat" pet foods. Who in the world is that aimed at? What are those advertisers targeting
if not the shame and guilt buttons in people who have already been conditioned and inundated with the "Low Fat &
No Fat" drive?
While this marketing has honed in on the already existing obsessional characteristics which
accompany eating disorders, over the past 10 years there has been a marked increase seen in the decreasing variety of "safe
foods" some clients will tolerating eating. Dietitians struggle vigorously against the overwhelming distortions of
"healthy eating" seen in their clients daily. Some clients have as few as 2 foods which they will allow themselves
to eat, while feeling undeserving of nourishment and that they are taking up too much space in the world.
The
body requires fat for nutritional soundness. Fat is needed for proper growth and development, for the proper absorption
of fat-soluble vitamins like A, D, E and K, and is the only source of certain essential fatty acids. Interestingly enough
clients are coming into treatment utilizing products which contain Olestra (Procter and Gamble brand name) as sources of
"fat ridding" laxatives. The FDA and a number of other critics suggest that there has not been enough testing on
this product and its safety in long term use.
Some clients eat large amounts of products contain this substance
and may experience painful stomach aches, diarrhea, vomiting, loss of bowel control. Olestra can deplete the body of carotenoid
which promotes a healthy immune system, as well as flushing vitamins such as A, D, E, K and beta-carotene out of the system
disallowing healthy absorption.
Deborah J.Kuehnel, LCSW, © 2002
