“Real” vs. “Fake” doesn’t only describe the news - by Stanley Hurwitz

If you’re like me, you’re exhausted from trying to separate “real news” from “fake news.” I was inspired to look into another area where fake vs. real confuses us daily: real sugar vs. artificial sweeteners. We’re not always aware of what’s making our palate smile. 

Brief history: The U.S. sugar industry got its roots in Louisiana in 1751 when sugar cane was first planted here. Sugar beets followed in 1836 in Philadelphia. Today, the sugar industry employs 142,000 people in 22 states, annually producing 8.2 million metric tons. No wonder trade groups like The Sugar Association and the American Sugar Alliance spend so much to promote sugar. Sugar producers and sugary drink and food makers annually spend $786 million on advertising. The artificial sweetener industry sells $16 billion worth of their products and spends hundreds of millions on advertising. While making foods and drinks tasty is profitable, the Centers for Disease Control (CDC) reports there are over 30 million diabetic Americans.

Meanwhile, as makers of “fake” sugar devote huge marketing bucks to convince you that sugar is bad and replacement sweeteners are healthier, the sugar industry spends a lot on PR to warn about possible health risks from artificial sugars.

Brian Hoffmann, an assistant professor of Biomedical Engineering at the Medical College of Wisconsin, said, “Artificial sweeteners are not risk-free, but they’re so prevalent in society, we must try and figure out what’s really going on.” As an example of how pervasive fake sweeteners are, how many and how much of each of these did you ingest today:

• Saccharin (Sweet ‘n Low) – no calories or carbs; may disrupt gut bacteria which can lead to illness and disease. (Don’t use if pregnant or breastfeeding!)

• Aspartame (NutraSweet, Equal) – Avoid if you have phenylketonuria. Some studies show it can cause cancer, headaches.

• Sucralose (Splenda). Used in processed foods; not digestible. Can cause headaches, stomach issues. 

• Stevia, a plant leaf extract that may be marketed as natural, is also controversial. 

How the human body and brain respond to these sweeteners is very complex. People who routinely use artificial sweeteners may start to find less intensely sweet foods, such as fruit, less appealing and unsweet foods, such as vegetables, tasteless. Sugar-containing foods in their natural form like whole fruit tend to be nutritious high in nutrients and fiber, and low in sugars. Refined, concentrated sugar rapidly increases blood glucose and insulin levels, increases triglycerides, and oxygen radicals, and the risk for diabetes, cardiovascular disease and other chronic illnesses. 

Experts say sugar should be a treat rather than a staple at every meal, in practically every food. Many say go with a small amount of real sugar if possible so you know what you’re eating. 

So despite the marketing billions to steer you toward artificial sugars, maybe sugar isn’t so bad after all. Maybe real sugar needs a new name and more colorful little packets. 

For real results from PR/marketing, a proven pro can develop really compelling news stories, newsletters, blogs, ads, and more. Get real!

Stanley Hurwitz is principal of Creative Communications, Stoughton, Mass.