Tell me lies, tell me sweet little lies

HONOLULU (KHON2) — The Hawaii Department of Health has launched its “Sweet Lies” campaign targeting soft drink manufacturers who say they lie on their labels.

The public service announcement campaign aims to expose the marketing of sweetened fruit drinks targeting kiki.

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Often, these posters will display marketing such as pictures of the fruit and words like Natural juice, 100% Vitamin C. It’s all meant to muddy up the sugar content and make parents think the drinks are healthy.

According to the Department of Health, these drinks, which are sweetened fruit drinks, often contain as much if not more sugar than a typical soda. This leads to tooth decay and early weight gain and contributes to chronic diseases, including diabetes.

The Department of Health said, “Beverages can make up a significant portion of a child’s caloric and nutritional intake. The drinks parents and caregivers choose for their children can have a lasting impact. According to the Hawaii Young Children’s Health Survey, more than 75 percent of kiki are consumed by In Hawaii, one or more sweetened fruit drinks, sports drinks, energy drinks, or tea drinks per day.

The Department of Health used insights and feedback from focus groups made up of parents and grandparents responsible for raising Hawaiian kiki. They found that most caretakers did not know that sweetened fruit juice drinks were as full of sugar as soda.

“It was evident during our focus groups that parents and grandparents are trying to make healthy decisions about kiki,” said Lola Irvine, MD, director of the health department for the Division of Chronic Disease Prevention and Health Promotion.

“However, images of fruit on packages and products labeled ‘natural’ and ‘100% vitamin C’ deceive families into thinking sweetened fruit drinks are healthy; when in fact they are full of sugar,” Irvin explained.

National and local health experts claim that Kiki should not be drinking any soda or sweetened fruit drink; They mention that water and unflavored milk are the two best choices for a healthy cake.

In Hawaii, the Department of Health found that 13.5 percent to 43.5 percent of children in Kauai, Nakauli, Waimanalo, Wiloko, Molokai and Hilo are overweight or obese.

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This campaign hopes to highlight what they call deceptive marketing tactics used by the beverage industry.