It’s not exactly a surprise, because it was already clear that the Consumer Ministry was going to focus on it . The advertising of junk or unhealthy food is definitely going to be the next scenario that the Government will regulate in advertising terms. The objective will be to limit the exposure of children to the advertising claims of this type of products, which will have to disappear from television but also from the internet.
“The Government will regulate Lithuania Phone Number List the advertising of foods harmful to the health of minors to defend their interests against those of the food industry,” can be read in the tweet in which the Ministry of Consumption announced the implementation of the measure.What exactly will change and how will regulation affect? From the outset, certain products may not be advertised if the recipients of those messages are children. According to the information published by the ministry, advertising for chocolate and sugar confectionery, sweet toppings, desserts, pastry products, energy drinks, juices or ice creams may not be launched if it is aimed at minors.
Although these are the products whose advertising messages are completely prohibited, they are not the only ones that will be affected by the measure. For other food and beverage products, limits will be imposed.Those who exceed certain limits that make them unhealthy will also not be able to launch ads aimed at children. The Ministry of Consumption includes as such “drinks, snacks or sauces with added sugars, or prepared with more than 225 kcal per 100 g”.
Are we human beings unable to resist an offer? Many consumers will say that of course they are capable of not falling, that their purchases are quite thoughtful and that nothing succeeds in dragging them to consumption, no matter how good the price is.However, market data and shopping psychology do not say the same thing. Neither do advertising behavior patterns. In the latter scenario, consumers end up biting more the better the prices offered to them.
Consumer psychology has been pointing this out for years. There is, for example, the charm of certain prices, which achieve a better reaction at the point of sale, creating the illusion that they are much cheaper. Anyone before buying something that costs 8.95 or 8.99 compared to a product that is already positioned at 9 euros. In reality, the savings are minimal, but the perception of our subconscious is that you are making a great purchase. You are saving.
The same happens with 3×2 offers or promotions that apply certain discounts for buying more than one unit. You may not want all that amount of product but it is almost impossible to resist. It’s a bargain! , or at least that’s what our brain is taking for granted.And this is also what happens when consumers are faced with advertising on social networks. If advertisers want to get a response, what they have to do is place an offer.
A study on the US market collected by eMarketer confirms this: most consumers say that they have bought a product after seeing it in an ad on social networks because it paid off.Thus, 60% of those surveyed say that they were influenced by a social media campaign to buy something because it offered them a discount. It is the highest percentage and easily beats more repetitive and analyzed issues, such as the impact of influencers.
Of course, not only discounts are key. Companies must also bear in mind their reputation and that consumers are distrustful in social media environments. Thus, 44% bought because the brand seemed to be trustworthy and because they trust that it will respect their personal data.In front of them, 34% did so because the ad attracted attention, 32% because the campaign seemed relevant or personalized and 28% because it included a consumer’s testimony. Less relevant are the values and mission of the brand, which in the case of social media campaigns only affect 23% of cases.
Even less important is the presence of an influencer. Only 18% of those surveyed say that they were influenced in their purchases by an ad on social networks because it was a promotion from an influencer or because an influencers validated the product.Therefore, it is very important that marketers are not blinded by the elements of fashion and that they are very aware of what it is that really triggers purchasing decisions.