Quoted from “Bloomberg vs Beyoncé: The Real Dilemma with NYC’s Soda Ban“:
The proposed soda ban highlights one crucial tenet about Americans: We do not like being told what to do. Rather, we prefer to be seduced by slick marketing and sexy ad campaigns. This way, it’s as if we have chosen one particular product based on a sense of self-identification — the ultimate goal of advertisers and corporations. The most obvious recent example of this is the marketing confluence of Beyoncé and Pepsi. Here we have the glamorous (svelte and healthy) mega pop star hawking a product that we know leads to obesity, diabetes, and a host of other health issues.
The question of choice is a sticky one in this soda ban debate since the billion dollar advertising industry has led Americans to believe they have unlimited choices when it comes to food and drink. Most Americans scoff at the idea of their “choices” actually being dictated to them by some outside force; but the reality is that we actually don’t have unlimited choices when it comes to our food. In fact, most options on grocery store shelves boil down to choosing products from roughly a handful of large corporations, often made using the same ingredients — corn and soy. Four companies make 75 percent of breakfast cereals and snacks, 60 percent of cookies, and 50 percent of all ice cream. Four companies slaughter 81 percent of all beef and control 70 percent of all milk sales.
Bloomberg can certainly wield great power with the soda ban, causing critics to cry overreach and nanny-state — but what about these corporations? And the billion dollar advertising industry? The difference is in the presentation: Bloomberg is no Beyoncé. When Beyoncé tells us what to drink we listen; when Bloomberg does, there’s outrage.
It’s worth asking the NAACP and Hispanic Federation why they don’t oppose Beyoncé’s marketing of Pepsi when we know that diabetes rates are 77 percent higher among African Americans and 66 percent higher among Latinos than their white peers. It’s been widely reported that both organizations receive funding from Big Beverage corporations, and thus opposing them has become too risky. As Michael F. Jacobson, executive director of the Center for Science in the Public Interest, said in a New York Times article, “Their opposition makes the battles harder. It gives credibility to the industry’s arguments, which are typically self-serving.”
These organizations argue that the ban will unfairly harm bodega or other small business owners, which has validity since the ban seems arbitrary in its application. Why is a 20-ounce Frappuccino from Starbucks, with a whopping 79 grams of sugar, exempt from this ban simply because it contains dairy? By comparison, a 20-ounce bottle of Coke contains 65 grams of sugar and is not exempt. This example highlights two key contradictions: Large corporate stores won’t suffer financially from the ban; and there is an air of class discrimination between the people who typically buy these beverages.