The Gift of Data: Industry-Led Food Reformulation and the Obesity Crisis in Europe

Ultraprocessed-food manufacturers have proposed product reformulation as a key strategy to tackle obesity. In determining the impact of reformulation on population dietary behaviors, policy makers often depend on data provided by these manufacturers. Where such data are “gifted” to regulators, there may be an implicit expectation of reciprocity that adversely influences nutrition policies. The authors aimed to assess Europe’s industry-led reformulation strategy in five countries deploying critical policy studies as an approach. They found that interim results on industry-led food reformulation did not meet the countries’ targets. Information asymmetries exist between food industry and policy makers: the latter are not privy to marketing intelligence and must instead rely on data that are voluntarily donated by food industry actors, which represent a distorted snippet of the marketing intelligence system from whence they came. Because these data indeed bear all the hallmarks of a gift, regulatory and public health authorities operate within a gift economy. The implications of this “data-gift economy” are strategic delay and the need to set goals when the field is not visible. Ultimately, this could diminish the implementation of public health nutrition policies that run counter to the commercial interests of ultraprocessed-food producers.