In January of this year, the government banned paid online advertisements of unhealthy junk food.

@princessofreinvention

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SoundTikTok sound · original sound - princessofreinvention

Why it worked

The video leverages a 'truth-telling' or 'exposé' style that frames a large corporation as manipulative, which naturally drives high engagement and shares from viewers interested in health and consumer advocacy.

Summary

The creator discusses how M&S uses its Head of Product Development to bypass UK government regulations on advertising unhealthy junk food. She argues that the company uses loopholes to continue marketing products to consumers despite the ban.

Structure

1Explaining the UK junk food advertising ban
2Identifying M&S's strategy of using an employee to bypass the ban
3Critiquing the health impact of the products being promoted
4Encouraging viewers to be more critical of corporate marketing tactics

Product placement

M&S (Marks & Spencer) — appears as the brand being criticized for its marketing practices. Removing it would change the topic of the video. Kathryn Turner — appears as the Head of Product Development at M&S. Removing her name would change the narrative of the video.

On-screen text

The truth about Kathryn Turner / M&S No pls Kathryn wouldn't do that to us 😅

Transcript

Original caption

Replying to @a I’m very passionate about the food industry in the U.K. and the way it markets products to vulnerable people who are already suffering with food addiction. I don’t want to put you off junk food, I just want to educate you. I’m trying to help you not scare you 😊 #fyp #healthyeating #realitycheck #healthylifestyletips #mands

More from @princessofreinvention

More breakout videos from this creator.

In January of this year, the government banned paid online advertisements of unhealthy junk food. So the M&S cookies cannot legally be advertised on TV or online. So what M&S have done is they've hired Catherine Turner. And when I say hired, yes she's the head of product development, but what is her other role? Catherine Turner is on TikTok as head of product development, showing you all these products that M&S have recently put into their shops. And it is illegal for them to promote them online. But it's not illegal for Catherine Turner to show you new products that are on the shelves. Now, if you actually are switched on, you will know that these companies are selling you stuff that is crazy for your body. There's no such thing as bad food, but there is bad choices, okay? If you're going to eat a cookie that has your full daily allowance of sugar in it, and you're going to have multiple of those cookies, do you think that's healthy for you? It's not. That's not healthy, that's not a good choice. Is it bad food? No, because there's no such thing. But you have to realise these companies have really, really strategised loopholes to get you to buy their products and keep you hooked and addicted on junk food. So let's use my page as an educational page instead of thinking that, you know, Kathryn wouldn't do that to us. Kathryn would, baby. Kathryn would.