Hørt gjenfortalt fra en podcastepisode her om dagen. Denne videoen ble tydeligvis forbudt å vise etter en rettssak de tapte, hvor Coop må betale 1 million i erstatning for hver gang de bruker den. Ta detaljene med en klype salt, men tror poenget står seg.
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Sammendrag
“The Organic Effect” is a viral short film (90-second) and social experiment launched in 2015 by Swedish grocery chain Coop and the Swedish Environmental Research Institute. It documented a family that switched to an all-organic diet and claimed to completely eliminate pesticides from their bodies within two weeks. [1, 2, 3, 4, 5]
The Experiment and Campaign
The film followed a typical family of five that did not normally eat organic food. First, their urine was tested, and multiple agricultural pesticides and fungicides were found. They then replaced their groceries with an all-organic diet for two weeks. After the two weeks, their urine was tested again, and the chemicals were no longer detected. The primary goal of the campaign was to promote organic farming and showcase the direct, personal impacts of the food we consume. [1, 2, 3, 4]
Legal Challenges and Controversy
Despite the film’s global popularity, it faced heavy criticism and a lawsuit. Critics, health experts, and the Swedish Patent and Market Court highlighted that the film was misleading. Specifically, the campaign omitted the fact that organic farming also utilizes approved pesticides—they are just different compounds. In 2017, the court forbade Coop from continuing to use the video or the specific marketing claims (like “eating pesticides”) under threat of a fine of 1,000,000 SEK (approx. €100,000). [1, 2, 3]