Issue:
To clarify the legal framework and limits regarding corporate social responsibility campaigns for unhealthy foods.
Summary:
Between July 2017 and February 2018, Gaseosas Posada Tobón S.A. (Postobón) developed a corporate social responsibility program that consisted of distributing “Kufu”, an experimental drink, in ethnic schools in La Guajira. This product had the logo “Kufu wants to see you grow!” (in Spanish, “¡Kufu quiere verte crecer!”). Meanwhile, measures such as blood tests were taken to observe changes in the growth of kids in the community.
After its launch, the civil society questioned the campaing due to the lack of nutrients in the beverage and its high sugar content. In this sense, Dejusticia sent a petition for information to entities such as the Ministry of Health [Ministerio de Salud], the Colombian Institute of Family Welfare [ICBF, Instituto Colombiano de Bienestar Familiar], the Attorney General’s Office [Procuraduría General de la Nación], the National Institute for Drug and Food Surveillance [INVIMA, Instituto Nacional de Vigilancia de Medicamentos y Alimentos], and the Superintendence of Industry and Commerce [Superintendencia de Industria y Comercio]. The authorities never replied to Dejusticia’s request.
Finally, Postobón rolled back the campaign voluntarily. More information on the factual developments is available in the press articles attached as supporting material.