Food firms could face litigation over neuromarketing to hijack brains
食品行业可能会面临诉讼：其市场营销手段“劫持”了孩子的大脑
Exclusive: Obesity experts consider lawsuits over marketing they say could be harmful to children.
独家报道：肥胖症专家考虑对食品市场发起诉讼，因为那些垃圾食品营销方式会对孩子健康产生危害。
Brain scanning technology found that people derived a guilty pleasure from having their fingers coated with orange Cheetos dust.
脑扫描技术发现，人们手上占有橙色的芝士渣时，会因为这种罪恶感而感到快乐。
Leading obesity experts are considering litigation against the food industry in the light of emerging research suggesting that junk food marketing could hijack a child’s brain.
一流的肥胖症专家正考虑对食品行业提起诉讼，因为有研究表明，垃圾食品营销可能会控制孩子的大脑思维。
Neuromarketing is of growing interest to food companies. Fast food, soft drinks and snack companies increasingly interact with children through social media and online games. Some are beginning to probe further, gathering information through brain scans about how unconscious decisions are made to eat one snack rather than another and targeting people’s susceptibilities.
神经营销对食品公司越来越有吸引力。快餐、软饮料和零食公司越来越多地通过社交媒体和网络游戏与儿童互动。一些人开始进一步探索，通过脑部扫描收集关于如何做出无意识决定吃一种零食而不是另一种零食的信息，并以人们的易感性为目标。
A report on food neuromarketing to children by the Center for Digital Democracy in 2011 predicted “an explosive rise in new tactics targeted especially at young people”.
2011年，数字民主中心发布了一份关于儿童食品神经营销的报告，该报告预测，“针对年轻人的新策略将出现爆炸性增长”。
Frito-Lay, a subsidiary of PepsiCo, is one of those known to be taking an interest. It hired a neuromarketing firm to explore what happened in people’s brains when they ate Cheetos, its brand of cheese-tasting puffs. Brain scanning technology found that people derived a sort of guilty pleasure from the sensation of having their fingers coated with orange dust.
菲多利公司是百事公司的一家子公司，众所周知，菲多利对神经营销很感兴趣。该公司聘请了一家神经营销学公司，研究人们吃奇多奶酪时大脑做出的反应。奇多是它的奶酪味泡芙品牌。脑扫描技术发现，人们手上占有橙色的芝士渣时，会因为这种罪恶感而感到快乐。
This revelation was behind an advertising campaign called the Orange Underground, playing on that sense of rebellion, featuring a group of snack-food anarchists who covered their faces with scarves made of Cheetos. In 2009 it won a grand award from the Advertising Research Foundation in the US.
这一发现源于一场名为“橙色地下”的广告宣传活动，在这种叛逆感的作用下，一群吃零食的无政府主义者用奇多做的围巾蒙住了他们的脸。2009年，它获得了美国广告研究基金会的大奖。
Research has also shown that it is possible to train people’s brains to prefer one food over another. A paper in the Journal of Cognitive Neuroscience in 2014 by Tom Schonberg, a neuroscientist at the University of Texas, Austin, found that making people pay more attention to one junk food than another affected their decisions in the long term. Back in the real world, they were more likely to choose the one they had been “trained” to like through greater exposure to it.
研究还表明，训练人们的大脑更喜欢一种食物而不是另一种食物是可能的。2014年，德克萨斯大学奥斯汀分校的神经科学家汤姆·施伯格发表在《认知神经科学杂志》上的一篇论文发现，使人们更关注这种零食而非另一种，从长远来看，影响了人们的决定。回到现实世界，人们更倾向选择自己，购买次数多，被“训练”喜欢的零食。
It could go much further, says Kelly Brownell, one of the world’s leading obesity researchers and campaigners. Brownell, professor of psychology and neuroscience and dean of the Sanford School of Public Policy at Duke University in the US, says the most interesting studies have not yet been done.
世界领先的肥胖研究人员和活动家之一凯利·布朗内尔说，这种神经营销还将更进一步。美国杜克大学桑福德公共政策学院的心理学和神经科学教授布朗内尔表示，迄今为止，最有趣的研究尚未完成。
Eating sugary, high salt and high fat foods has an effect on a child’s metabolism. “I would be interested to see what effects are produced by just looking at the advertising,” said Brownell.
吃含糖、高盐分和高脂肪的食物对孩子的新陈代谢有影响。布朗内尔说:“我很有兴趣瞧瞧广告会产生什么效果。”
“Does food marketing hijack the brain? There is very interesting neuroscientific research looking at the impact of sugar on the brain. If one proved that the brains of children are being hijacked by marketing, it could open up possibilities for legal action. Companies could be held liable for being engaged in illegal activity if it causes harm.”
“食品营销会控制大脑思维吗?”这是一项非常有意思的神经科学研究，研究糖对大脑的影响。如果有人证明儿童的大脑被市场营销所控制，那就有可能采取法律行动。如果非法活动造成损害，公司可对此承担责任。
Brownell told the European Congress on Obesity in Vienna that enough studies have been done looking at the extent of junk food marketing and its impact on children. Scientists and activists were concerned, but, he said, “those people are convinced already”.
布朗内尔告诉维也纳的欧洲肥胖大会，已经做了足够的研究，研究垃圾食品营销的程度及其对儿童的影响。科学家和活动家们都很担心，但是，他说，“这些人已经被说服了”。
They needed to take the fight to the industry and impact the public and policymakers alike. Lawsuits against food companies for harm to children caused by their junk food marketing would have a big impact. It would also outrage parents and enlist them in the fight.
他们需要与食品行业做斗争，同样也会对公众和决策者产生影响。针对食品公司因垃圾食品销售对儿童造成伤害而提起的诉讼将产生重大影响。这也会激怒父母，从而参与到与食品行业的斗争中来。
Other possible avenues for litigation are over the soaring cost of obesity-related healthcare in every country, he said, especially for children.
他说，其他可能的诉讼是针对每个国家与肥胖相关的医疗费用的飞涨，尤其是儿童。
Jason Halford, professor of biological psychology and health behaviour at the University of Liverpool and past president of the European Association the Study of Obesity, said science was beginning to show children’s vulnerability to advertising. There were suggestions of a change in brain function.
利物浦大学生物心理学和健康行为教授、欧洲肥胖研究协会前任主席贾森·霍尔福德表示，科学研究显示，儿童对广告的渗入束手无策。有迹象表明大脑功能发生了改变。
“There are studies coming out of the US showing when children who are obese see fast food adverts, they react to the logo,” he said. The science could open the way to lawsuits.
他说:“有研究表明，当肥胖儿童看到快餐广告时，他们会对标识做出反应。”科学可以为诉讼开辟道路。
“If we could show there is a biological vulnerability, it is a game-changer. I think there will come a time when we can demonstrate it. You have a vulnerable child and are exploiting that child for commercial gain at the expense of the child’s health.”
“如果我们能证明生物脆弱性的存在，那么情况就可以逆转。我想总有一天我们可以证明这一点。孩子们十分脆弱，以孩子的健康为代价，商家正在利用孩子们的脆弱性获益。
Tim Lobstein, policy director of the World Obesity Federation, suggested another legal issue to raise with the big companies. “Companies are very protective of their brands. By owning a brand you own a bit of the market,” he said.
世界肥胖联合会的政策主任蒂姆·洛布斯坦提出了另一个与大公司有关的法律问题。他说：“企业非常保护自己的品牌。他说：“拥有一个品牌，就相当于拥有了一部分市场。”
They threaten legal action against people who use the brand name or logo inappropriately, Lobstein points out – yet companies like Coca-Cola run social media marketing campaigns encouraging people to take pictures of themselves, smiling and waving, with branded props like the huge red Coca-Cola Christmas truck that tours the UK.
洛布斯坦指出，他们威胁要对那些不恰当地使用品牌或商标的人采取法律行动，而可口可乐这样的公司则在社交媒体上开展营销活动，鼓励人们和品牌道具一起拍照，微笑和挥手，比如游览英国的红色可口可乐圣诞卡车。
Companies like Coca-Cola can be protective of their brand yet run social media campaigns encouraging people to take pictures with branded props.
像可口可乐这样的公司可以保护自己的品牌，同时也会开展社交媒体宣传活动，鼓励人们用品牌道具拍照。
“When it comes to social media, the companies are very happy for people to use the brand in a wide variety of situations at home, in the street, at parties, and do nothing to protect the use of their trademark material. It is clearly two-faced and hypocritical,” he said.
洛布斯坦说：“当涉及到社交媒体时，这些公司非常乐意让人们在家里、大街上、聚会上、在各种场合使用该品牌，而不采取任何措施来保护其商标材料的使用。这显然是两面派和虚伪的。”
An Advertising Association spokesperson said: “The advertising industry in the UK is very aware of its responsibilities towards marketing to children, and the Committees of Advertising Practice (Cap) codes recognise this through specific protections for under-16s.
广告协会的一名发言人称:“英国的广告行业非常清楚自己对儿童营销的责任，而广告实务委员会则通过对16岁以下儿童的具体保护来实践这一点。
“Cap carried out a comprehensive review of advertising to children in 2016 and the codes were reviewed, updated and strengthened last year. The changes mean that whether children are watching content on TV or via the internet and online activities that include advergames, they are subject to the same protections, which was not the case previously.
发言人补充说：“广告实务委员会在2016年对儿童广告进行了全面审查，并于去年审查、修订及加强有关守则。” 这些变化意味着，儿童无论是在电视上观看内容，还是通过互联网或包括广告游戏在内的在线活动观看内容，他们都受到同样的保护，而以前的情况并非如此。
“As young people’s media consumption habits have changed, so have the regulations governing these media. With this in mind, the Cap code is now being reviewed one year on from the changes to ensure they remain fit for purpose.”
“随着年轻人使用社交媒体的习惯的改变，管理这些媒体的法规也随之改变。考虑到这一点，广告实务委员会现正就这些修订进行一年的审查，以确保该守则能切合需要。”
中英双语呈现，还可以加强英语学习哦！
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