Panini stickers on Coca-Cola bottles: Complaint to the Advertising Council

Like that Ö1 consumer magazine According to reports, Panini fever can cost a lot of money. A simulation shows that a completely filled World Cup album requires an average of around 1,568 euros and around 7,316 stickers. Because duplicate images accumulate quickly, the costs can even exceed the 2,000 euro mark. If you want to get away cheaper, you have to rely on exchanges. For the sticker manufacturer, the passion for collecting remains a lucrative business.

Die Organization Foodwatch Austria now draws attention to another aspect. “Under the labels of the 0.5 liter and 1.5 liter PET promotional bottles from Coca-cola and Coca-Cola Zero Sugar hide themselves exclusive Panini stickers with international soccer stars like Harry Kane and Lamine Yamal. Anyone who wants to complete the official FIFA World Cup scrapbook needs exactly these stickers – and can only get them by purchasing Coca-Cola products,” criticized the organization in a press release.

The supposedly harmless football fun is actually targeted marketing that is intended to emotionally bind children and young people to soft drinks. Foodwatch has therefore filed a complaint against the campaign with the Austrian Advertising Council.

“As long as corporations are allowed to lure children to soft drinks with football idols, collectible stickers and competitions, child protection in food advertising is nothing more than an empty promise,” warns Miriam Maurer from Foodwatch Austria.

By the way, experts advise parents not to demonize the topic of scrapbooks too quickly, but rather to react with understanding. Behind the enthusiasm is often the desire to belong – and this needs to be taken seriously. Children want to have a say, belong and be recognized by their peers. This desire is particularly pronounced at an age when friendships are becoming increasingly important.

For mothers and fathers, Panini fever can also be an opportunity to talk to their children about peer pressure, consumption and recognition. However, understanding does not mean fulfilling every wish without restrictions. It can make sense to set clear limits right from the start – for example when it comes to the budget, the number of stickers or when something will be purchased.

The fact that not every album has to be complete is just as much a part of the experience of growing up as the realization that parents don’t have to follow every trend.