Published: Monday, November 9, 2009
IN OUR VIEW / COKE AND FAMILY PHYSICIANS
Dr. Pepper will see you now
In a country where ketchup is considered a vegetable, it makes perfect sense that the Coca-Cola Co. has joined in a “consumer alliance” with the American Academy of Family Physicians to sponsor advice on sugar-free alternatives to soft drinks.
The grant, an unspecified “six-figure” amount, will be used to provide recommendations on FamilyDoctor.org. Wow. Six figures of recommendations. That's a lot of influence, er, advice.
The agreement is the first in AAFP's new consumer alliance program, designed to diversify the academy's funding sources beyond the pharmaceutical industry, according to Medical Marketing and Media magazine's Web site.
Better to spread the unholy alliances around, rather than let drug companies dominate the field.
Academy CEO Dr. Douglas Henley insists these deals won't influence the group's public health messages.
Reassuringly, doctors who don't have “CEO” as part of their titles beg to differ.
Dr. William Walker, public health officer for Contra Costa County in California, likened the alliance with ads decades ago in which physicians said mild cigarettes are safe, the Associated Press reported. Walker, a member of the academy for 25 years, quit because of the Coke deal.
In a protest letter to Henley, 22 health specialists and activists questioned the safety of artificial sweeteners and urged the academy to abandon the deal and speak out against sugary drinks “in the strongest language.”
A Coke spokeswoman said such criticism “misses the point of the partnership, which is to provide education based on sound science.”
Examples of that science can be found on Coke's Web site, which also notes that “there are over 700 low- and no-calorie beverages in our portfolio.” But don't confuse the product information with the hard science.
Under the heading “Sweetener Myths”: “There are all sorts of rumors, myths and urban legends about low-calorie sweeteners. It is sometimes hard to separate fact from fiction about safety and health...”
No surprise, artificial sweeteners are declared safe. Don't mind concerns of scientists who disagree.
Coke also wants consumers to know we are “literally” born with a “sweet tooth”; even cavemen craved sweets. Coke says good health is achieved through a balanced diet and moderation, which is true. But stating “There is no such thing as a ‘bad' food or beverage” is wrong.
A sugar-laden soft drink is bad. It has no redeeming nutritional value and sugar is responsible for so many current ills. Which is why Coke has 700 non-sugary products along with the sugary ones. Entering into a “consumer alliance” with the American Academy of Family Physicians is simply good, cover-your-bases business. But really bad medicine.
The grant, an unspecified “six-figure” amount, will be used to provide recommendations on FamilyDoctor.org. Wow. Six figures of recommendations. That's a lot of influence, er, advice.
The agreement is the first in AAFP's new consumer alliance program, designed to diversify the academy's funding sources beyond the pharmaceutical industry, according to Medical Marketing and Media magazine's Web site.
Better to spread the unholy alliances around, rather than let drug companies dominate the field.
Academy CEO Dr. Douglas Henley insists these deals won't influence the group's public health messages.
Reassuringly, doctors who don't have “CEO” as part of their titles beg to differ.
Dr. William Walker, public health officer for Contra Costa County in California, likened the alliance with ads decades ago in which physicians said mild cigarettes are safe, the Associated Press reported. Walker, a member of the academy for 25 years, quit because of the Coke deal.
In a protest letter to Henley, 22 health specialists and activists questioned the safety of artificial sweeteners and urged the academy to abandon the deal and speak out against sugary drinks “in the strongest language.”
A Coke spokeswoman said such criticism “misses the point of the partnership, which is to provide education based on sound science.”
Examples of that science can be found on Coke's Web site, which also notes that “there are over 700 low- and no-calorie beverages in our portfolio.” But don't confuse the product information with the hard science.
Under the heading “Sweetener Myths”: “There are all sorts of rumors, myths and urban legends about low-calorie sweeteners. It is sometimes hard to separate fact from fiction about safety and health...”
No surprise, artificial sweeteners are declared safe. Don't mind concerns of scientists who disagree.
Coke also wants consumers to know we are “literally” born with a “sweet tooth”; even cavemen craved sweets. Coke says good health is achieved through a balanced diet and moderation, which is true. But stating “There is no such thing as a ‘bad' food or beverage” is wrong.
A sugar-laden soft drink is bad. It has no redeeming nutritional value and sugar is responsible for so many current ills. Which is why Coke has 700 non-sugary products along with the sugary ones. Entering into a “consumer alliance” with the American Academy of Family Physicians is simply good, cover-your-bases business. But really bad medicine.
Comments
(