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WHO DRINKS ADVERTISING '? Observations on the advertising campaign against bottled water

The fifth edition of Buy Nothing Day Contest awards this year, the best anti-bottled water advertising and the best label to bottle tap water, under 'Do it right "( http://www.falacosagiusta.org/ ), proud of critical consumption and sustainable lifestyles. Supporters of the initiative have launched a petition designed to "outlaw" the advertising of bottled water, for the following reasons: The first

1. environmental Italy is the country with the highest consumption of bottled water, pollution resulting in displacement given by transport and the amount of plastic produced, when water would be available in every home from the tap;
2. A second assumption states that the sellers of bottled water companies are spending, according to Data from the supporters of the initiative, € 360 million in advertising, without, as claimed by supporters of the initiative, " pay any fee to the amount actually taken and bottled water, but only a" charge of cultivation " in practice the rent of land within which water is extracted, and then doing "business gold on the gullibility of our consumption "

With regard to the positions they have taken the initiative, make a few comments.

1. appears doubtful that advertising as a persuasive and relentless, it may appear as a" constraint ", nor as the sole cause of the massive consumption of bottled water, as stated " today suffer from a bombardment of € 380 million a year to be forced to drink bottled water. Otherwise no one would drink. In the absence of conditions such as sensible person would opt for a choice so insecure, expensive and polluting? " buy bottled water, in a society based on free market is a choice, while conditioning, but it is like drinking tap water or only beer. But it is a choice pantry in environmental terms, supports the initiative;
2. consumption implied by the marketing of environmental goods such as water, potentially available in every home, is broader, and should be tackled at its root, expenditure on logistics and infrastructure sull'inefficenza Italian, also does not concern the advertising (that is simplistic to think as the sole cause of the problem) but all the trade of products, whether on land not advertised;
3. The tax that businesses should pay more than the fee for cultivation, which is founded on the idea that the water is a "common", with the possible legal success of the initiative, the companies would have to come back with lost accounts by advertising in other ways, perhaps with staff reductions of marketing or who can no longer count on their salaries, on the sale of the product;
4. does not appear then founded the abolition of advertising on the basis of the prohibition cited to promote milk powder for infants " competition because it makes breast-feeding, which is recognized as a primary good," because here is the right to choose who prefer one product or another, and the right to advertise the promotion of a company, certainly within the law and not falling into the deception, their product;
5. The petition is likely to become a begging, persuading, using methods of persuasion as advertising slogans, the consumption of tap water, some non-profit and thereby reducing the environmental impact;
6. After all, you do not understand why, instead of proposing a campaign on the beneficial properties of the consumption of tap water, you wants to move from criticism of the free right of complaint, and here emerges , in the folds of the initiative, an ideological background that undermines the good intentions environmental " In a world seriously, advertising should not exist , because consumers would not be pushed, but constrained in the name of sustainability and equity. People do not need deceptive messages, but reliable information on product quality, safety, environmental and social history . So: no spot in the service of private companies, but a public service for information on products to serve the people. (...) This world is Slave to companies for profit of the day destroy the world, people, peace. " First, it is shown that consumption should be against" Equity and Sustainability ", also on the theme of water: the opposite seems true . Then, all the publicity that is composed of deceptive messages would lead to think that it is also in favor of tap water, unless you intend only misleading propaganda profit, enterprises that for profit " destroy the world, people, peace, ignoring the fact that they, and consumption of their products depends on economic growth and thus the job opportunities and fairness of many people as possible;

In conclusion, while sharing the critical insights that drive the initiative (the consumption environment and reducing costs), was perhaps more valuable a constructive awareness of the virtues tap water, the use of which, remember, is still governed by and paid to a public company: the state.

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