The Slovak Advertising Standards Council (SRPR) assessed the food chamber's complaint against a series of Christmas advertisements of the retail chain Lidl for affordable foods. Satisfied customers who come out of Lidl's shops with shopping bags so full that the purchased food almost drops out of them appear in the advertising spots.

The Slovak Food Chamber perceived these spots as outrageous and unethical. According to the chamber, we do not produce food so that it then falls out of the customers´ kitchen cabinets. The chamber believes that in this way people are encouraged to waste food and make pointless shopping.

In response to this complaint, Lidl argued that the chamber unnecessarily created a problem where it wasn't one. According to Lidl, the chamber did not understand the main message of the campaign, namely that even in this difficult times affected by COVID-19, Lidl was here for its customers with advantageous prices. The campaign uses an obvious hyperbole and at the same time takes into account the change in consumer behaviour over the last year.

The Advertising Council rejected the Food Chamber's complaint, saying it did not consider the campaign unethical.

So, does the Food Chamber really create a problem where it isn't one?

Naturally, the basic purpose of advertising is to sell. Sell as much as possible. However, at the times when advertising, in addition to sales, is often involved in the fight against racism, LGBT inequality, or other social issues, is it not appropriate to think about how consumption itself is presented? All the more so when it comes to food consumption?

To consume, or not to consume, that is the question.

The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.