The Health Halo Effect- It's Not as Organic as You Think

Do you ever walk by the snack aisle and purchase the Oreo’s because the packaging says “reduced fat”? Or have you ever picked the “gluten-free pretzels” instead of the regular pretzels because you believe this is the healthier option? If so, then unfortunately, you have fallen for the health halo effect. The health halo effect “refers to the act of overestimating the healthfulness of an item based on a single claim, such as being low in calories or low in fat” (1). However, you are not alone, for instance, about 3.1 million people in the United States eat gluten-free, yet 72% of these individuals do not have celiac disease (2). Hopping on the gluten-free bandwagon seems far from over. Gluten can be found in foods such as baked goods, bread and pasta. These same foods are what most people avoid while dieting. Due to this, many non-celiac individuals have opted to go the gluten-free route because they believe it’s a healthier way to live. In reality, “avoiding foods that contain gluten can lead to deficiencies in essential nutrients" (3).

Other food labels that persuade shoppers to fall into this trap are claims such as all natural and grass-fed. The term natural doesn’t necessarily mean healthy: “a cereal labeled natural…contained a whopping four different types of added sugar” (4). Many individuals who fall for the health halo effect end up not only misunderstanding the foods they are purchasing, but also end up living an unhealthier lifestyle. In the long run, this effect can lead to overeating because so many individuals believe in the healthfulness of these foods that food packages claim.

Another example where the health halo effect can be seen is in protein bars. Protein bars are a snack that have gained popularity through the years. These products are perfect for on-the-go or when you don’t have time for breakfast. Since these bars are coined with the term “protein” consumers automatically believe these products will be nutritionally beneficial to them. Yet, not all protein bars are alike. For instance, “some protein bars have more than 30 grams of sugar and more calories than a candy bar” (5), but time and time again consumers will continue to purchase these products because they are misled by the packaging. The best way to avoid falling for the health halo effect is to read nutritional labels and the ingredient list. Some products may have less calories than another and be marketed as “low-sugar,” but include ingredients that most people have never heard of.

In regards to our role as public relations practitioners, it is our duty to share the messages of brands in the most informative and accurate means as possible. When food labels mislead consumers due to claims on its packaging, “these health buzzwords can cause a consumer to believe a product is healthier than it actually is” (6). To fulfill our responsibilities as public relations practitioners, The Public Relations Society of America created a code of ethics to ensure that as professionals, we can distribute messages to the highest caliber. This code of ethics consists of advocacy, honesty expertise, independence, loyalty and fairness (7). The objective of this code is to guarantee that professionals in this industry “serve the public interest by acting as responsible advocates” and “adhere to the highest standards of accuracy and truth” (8). As an aspiring public relations practitioner, I hope in the future the health food industry labels its packaging with information that will benefit consumers rather than harm them in the long run.

Citations

1. Montford, W. & Peloza, J. (2015, March 11). The Health Halo: How Good PR Is Misleading Shoppers. Retrieved from https://www.theguardian.com/sustainable-business/2015/mar/11/know-what-you-eat-health-halo

2. McCarthy, N. (2017, January 17). The Number of Americans Going Gluten-Free Has Tripled Since 2009 [Infographic]. Retrieved from https://www.forbes.com/sites/niallmccarthy/2017/01/17/the-number-of-americans-going-gluten-free-has-tripled-since-2009-infographic/#6cf07ca632f2

3. Whiteman, H. (2018, February 19). Is A Gluten-Free Diet Good for Your Health? Retrieved from https://www.medicalnewstoday.com/articles/288406.php#targetText=A%20study%20published%20in%20The,healthy%20benefits%20of%20whole%20grains.

4. Sass, C. (2014, July 25). 5 Most Confusing Health Halo Food Terms. Retrieved from https://www.health.com/nutrition/5-most-confusing-health-halo-food-terms

5. Fetters, K. (n.d.). Are Protein Bars Really Healthy? Retrieved from https://www.shape.com/healthy-eating/diet-tips/are-protein-bars-really-healthy

6. Menon, D. (2019, July 23). How Health Buzzwords Trick Consumers: Research. Retrieved from https://www.healthwriterhub.com/health-buzzwords/

7. Luttrell, Regina. (2019). Social Media: How to Engage, Share and Connect (Third Edition). Lanham, MD: Rowman & Littlefield.

8. Luttrell, Regina. (2019). Social Media: How to Engage, Share and Connect (Third Edition). Lanham, MD: Rowman & Littlefield.

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