Analysis of food advertisements on cable television directed to children based on the food guide for the Brazilian population and current legislation

Abstract

Objective: This study examined food product advertisements directed to children and aired on closed television channels in Brazil, according to the types of foods and beverages advertised and the advertising content. Methods: A descriptive study was conducted on the adequacy of food commercials directed to children and aired by six pay-television broadcasters according to two parameters: "The Food Guide for the Brazilian Population, 2014", and the National Council on Children's and Adolescents' Rights Resolution nº 163 of 2014 about food advertising. The advertisements were recorded in July 2015, at different times and days of the week. Results: One hundred and sixty-two hours were recorded, registering 3,468 commercials: 1,850 were related to internal programming and 1,618 advertised toys (22.15%), food and beverages (5.61%), applications for electronic devices (5.58%), and entertainment/events (5.56%). The Fisher exact test showed fewer number of food commercials compared to other types of commercials (p<0.001). The main food items advertised by all television stations were ultraprocessed foods and no advertisements of fresh food were observed (p<0.001). Most of the food commercials (64.30%) used children's language and characters; 43.00% used songs in children's voices, and 21.40% linked gift distribution to food. Conclusion: The number of food commercials observed was lower than in previous national studies. However, the advertisements did not follow current legislation, indicating the abuse of marketing communication to children. More effective public policies and the respect and enforcement of legislation on child advertising could protect children from high consumption of ultraprocessed foods.

Scoping review of studies on food marketing in Latin America: Summary of existing evidence and research gaps

“…Three studies found the most common marketing technique used on food packages was licensed characters -especially in child-oriented products -followed by the presence of health claims 35,50,58 .…”

“…The main findings of this review can be described as follows: a) most foods and beverages advertised in television are ultra-processed foods and have low nutritional value 24,27,29,31,34,[36][37][38]40,43,49,52,53,56,57,59 ; b) children's television programming contains several food advertisements and many studies found advertisements for this demographic group had a lower nutritional value compared with general audience programming 24,28,40,43,52,56,57 ; c) food packages can be deceiving especially to children who have a literal interpretation of what is printed on the packaging 35,50,58 ; d) proximity to unhealthy foods may increase the consumption of these foods 25,26,30,32,34,38,42,44,46,54 . These findings enhance the necessity of implementing statutory policies covering all marketing channels and robust nutritional standards as the case of the Chilean regulations approved in 2012 60 .…”

“…The results are similar to those of television advertising with most of the child-oriented products being ultra-processed foods and sweetened beverages. Studies found that children have a literal interpretation of food packaging and tend to believe the images and health claims printed on the packages 41,50 . Children also reported that easy access to unhealthy foods such as having stores inside and around schools and in the vicinity of their houses affected their consumption 46 .…”

Técnicas persuasivas de comunicação em comerciais de alimentos para o telespectador brasileiro

“…As três técnicas de elementos visuais apontadas pela literatura foram identificadas na amostra. Esse resultado é convergente com pesquisas prévias, nas quais o uso de personagens animados foi apontado como uma das técnicas comumente utilizadas nas propagandas de alimentos não saudáveis (Jenkin et al, 2014;Kelly et al, 2008;Neeley, & Schumann, 2004), especialmente naquelas direcionadas a crianças (Britto et al, 2016;Sixsmith, & Furnham, 2010). Especificamente quanto ao contexto, notou-se uma preferência pelo ambiente doméstico para a propaganda de alimentos não saudáveis (cozinha, sala, quarto)resultado similar ao de Sixsmith e Furnham (2010), que detectaram maior uso de imagens de residências nos comerciais.…”

“…Nove comerciais envolveu o uso de personagens ou linguagem infantis, seis utilizou músicas infantis e/ou cantadas por crianças e três incluíram a oferta premiada. O trabalho de Britto et al (2016) abordou estratégias de persuasão presentes nas propagandas, mas sem contemplar a literatura especializada sobre técnicas persuasivas. Ademais, a pesquisa focalizou no telespectador infantil de TV paga, tendo gravado os comerciais durante as férias escolares do mês de julho -ou seja, em período propício à veiculação de propagandas de produtos direcionados a crianças.…”