Every year in Ramadan, the number of TV ads increases, because viewing rates peak during the holy fasting month. Meanwhile, sales of food and drinks, in tempting new packaging, have also been doing very well this Ramadan, helped by the advertisements. For example, you can now buy the popular iftar drinks tamarind and hibiscus in cans, as well as yoghurtflavoured crisps for sohour (the predawn meal before fasting resumes). “Foodstuffs companies have the right to make a profit, but not at the expense of citizens' health,” says Mona Salem, a professor of Nutrition and Food Sciences at Helwan University . “Most of the products being pushed in the holy fasting month contain preservatives that cause stomach problems and harm the liver and kidneys,” she says, explaining that crisps and canned natural drinks such as hibiscus and tamarind are prepared in an unhealthy way. “They may contain dangerous microbes, but most consumers, especially children, are deceived by the attractive advertisements and simply don't care.” Salem says that it's far better to eat food that's been prepared at home. “If you've been fasting, you need food that can be easily digested. Natural juices and fruit are very healthy. Fruit contains a lot of fibre that protects the human body against many diseases, as well as assisting the digestion and reducing the risk of colon cancer,” she stresses. Professor of mass communication at Cairo University Safwat Al-Allam told Al-Masry Al-Youm independent newspaper that advertising companies try to arouse the curiosity of TV viewers in Ramadan, enticing them with ads for crisps, edible oil, margarine, ice cream, fizzy drinks and dairy products, as well as mobile phones and ceramic products for couples thinking of getting married after the holy fasting month. “These advertisements cost LE300 million [$55 million] in just one month and these consumer products do little to push the economy forwards,” he said, adding that even charitable associations resort to upping their advertisements in Ramadan, in order to increase their donations. Muslims should pay zakat al-fitr (alms for Eid el-Fitr [the Lesser Bairam] during Ramadan and such advertisements cost millions of Egyptian pounds. “The Ministry of Social Solidarity should put a stop to this, as it would be far better to spend this money on poor people and orphans. “Satellite channels only encourage companies to advertise more during the holy fasting month, as they have to pay so much for the Ramadan soap operas they screen,” added Al-Allam. Reda Gadallah, who owns an advertising and publicity company, agrees that Ramadan is the most important time of year for companies to promote their products. “Most companies spend 60 per cent of their budget on advertising in the holy month,” he stresses.
