La publicidad dirigida a niños en el sector de la alimentación: un estudio atendiendo al tipo de producto

Díaz, Cristina González

doi:10.5209/rev_hics.2013.v18.44235

Cited by 13 publications

(13 citation statements)

References 16 publications

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“…Regarding the control of food advertising in Spain, the Spanish Ministry of Health (SPH) published the so-called PAOS code in 2005 (Advertising (Publicidad), Activity (Actividad), Obesity (Obesidad), and Health (Salud) [PAOS]) (SPH, 2005;AECOSAN, 2012). In collaboration with a group of companies voluntarily committed to the cause, the Ministry intended to co-regulate the food and drink products advertised to children to prevent obesity and promote health among them (González-Díaz, 2013). Nonetheless, despite all the ethical rules established in this code for the development, creation and dissemination of advertising messages to children, there exists still a high degree of noncompliance with the PAOS code, at least regarding television commercials.…”

Section: Discussionmentioning

confidence: 99%

Students' Knowledge of Healthy Food and Their Actual Eating Habits: A Case Study on the University of Granada (Spain)

Durán

Baldan-Lozano

Valdera-Gil

2021

Front. Sustain. Food Syst.

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This article focuses on an analysis of the discourses produced during 34 semi-structured interviews (17 men and 17 women) conducted at the University of Granada (Spain) with undergraduate, Master, and Ph.D. students. The interviewees were between 20 and 44 years old. It was observed that the fact of having a high educational level did not prevent University students from eating unhealthily. There is a gap between the fact that 97.1% of 34 students interviewed (that is, 33 of them) know what healthy food is and their self-perception about whether or not what they are eating is healthy, since in 41.2% of them said self-perception is negative. This gap narrows as the interviewees' age increases and their socio-economic and vital situation is stabilizing which favors that their eating habits become more regular and healthier. Thus, all the interviewees aged 27 or over self-perceived that they were eating healthily. But the biggest differences are those that have to do with the gender of interviewees. Thus, while 23.5% of women interviewed perceived that they were not eating healthy, 76.5% of them felt that they were eating healthy. However, among the men interviewed, these percentages were somehow reversed, in such a way that 58.8% of them believed that they were not eating healthy, compared to 41.2% of them who indicated that they were eating healthy. Therefore, the investigation revealed that women tend to have the best chances of assuming healthy eating habits. Male students living outside the family home or without female partners exhibited greater feeding problems, while females living under similar conditions tended to display healthier eating habits. This is related to the fact that women have traditionally been in charge of acquiring and preparing food. So, women's food education has not been restricted to the mere transmission to them of knowledge about what healthy food is, but from their childhood they were food trained through their active involvement in practical experiences. Obviously, the solution proposed to this male disadvantage is to not perpetuate macho gender stereotypes that assign women the role of home caregivers, but to seek that both women and men have the opportunity and the duty to experience equally those practical experiences that involve the tasks of the acquisition and preparation of food. Working to achieve a situation like this, not only promotes progress in gender equality, but also helps to overcome the lower training of men to perform the tasks inherent in their diet.

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Section: Discussionmentioning

confidence: 99%

Students' Knowledge of Healthy Food and Their Actual Eating Habits: A Case Study on the University of Granada (Spain)

Durán

Baldan-Lozano

Valdera-Gil

2021

Front. Sustain. Food Syst.

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“…Los estudios empíricos revelan que la publicidad insana ha seguido una tendencia creciente en los últimos años. González (2013) encontró que algo más de la mitad de los mensajes publicitarios de productos de alimentación con mayor número de inserciones publicitarias en 2006 eran poco saludables, dado su contenido en grasas, azúcares y sal, y 22,5% se refieren a comida basura. En el mismo sentido, 60,9% de 169 productos analizados en la investigación de Royo-Bordonada et al (2016) pertenecían a productos no esenciales ni saludables, destacando las galletas, bizcochos, salsas y bebidas azucaradas.…”

Section: La Efectividad Del Código Paosunclassified

“…Por otra parte, este análisis ha permitido establecer una relación directa entre el contenido nutricional de los productos anunciados y el cumplimiento del Código: de 430 anuncios que lo han incumplido, la gran mayoría (369) se han clasificado como productos hipercalóricos y excesivos en azúcares, grasas y sal. Esto, unido a los resultados de otros estudios realizados en el ámbito nacional (González, 2013;Royo-Bordonada et al, 2016) e internacional (Huizinga y Kruse, 2016, Jensen y Ronit, 2015, sugiere que son los productos no saludables los que intencionalmente utilizan estrategias más agresivas para fomentar su consumo.…”

Section: Conclusionesunclassified

La publicidad televisiva dirigida a menores en España: seguimiento del código PAOS

Ponce

López

2019

FJC

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En un contexto de preocupación por la fuerte prevalencia de la obesidad entre los niños españoles, el debate sobre la publicidad televisiva de alimentos para niños alcanza gran importancia. Aunque existen otros factores que influyen sobre la obesidad infantil, hay evidencias de que los mensajes publicitarios tienen un gran impacto sobre los hábitos alimenticios de los niños. Mediante un análisis de contenido, el objetivo de esta investigación es analizar y evaluar la eficacia del Código PAOS en 2018 como instrumento para mejorar la calidad publicitaria y promover hábitos de alimentación y modos de vida saludables. De este estudio se concluye: la elevada exposición de los niños menores de doce años a la publicidad de alimentos y bebidas, especialmente en los canales infantiles; una tendencia creciente en la presencia de publicidad insana en la franja de protección reforzada con respecto a 2012; que los anuncios de alimentos y bebidas apoyan su argumento de venta más en el incentivo que en el alimento; y, como conclusión general, que ha mejorado la calidad de este tipo de mensajes publicitarios a lo largo de los últimos seis años.

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“…The scientific literature shows that the food brands with the biggest advertising presence on television in the time slots subject to enhanced protections for child audiences promote unhealthy products: foods high in sugar, high in calories, and with a low nutritional value (De-Sousa-Almeida, Nascimentoa & Bolzan-Quaioti, 2002;Harrison & Marske, 2005;Recuerda, 2009;Kelly et al, 2010;González, 2013;Romero-Fernández, Royo-Bordonada & Rodríguez-Artalejo, 2013;León-Flández, 2017;Peternella-Veltrini & Da-Gomes-Ribeiro, 2019;Jiménez-Morales, Montaña & Vàzquez, 2019). There is a huge discrepancy between the diet recommended by the most widely advertised food products on television and the normal diet recommended for school-age children (WHO, 2020); indeed, the list of most advertised foods is practically the inverse of any list of the most recommended (Menéndez- García & Franco-Díez, 2009).…”

Section: Food Advertising Targeting a Child Audiencementioning

confidence: 99%

Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code

Tur‐Viñes

Castelló-Martínez

2021

Communication & Society

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The objective of this study is to analyze media practices involving food content on YouTube in terms of the self-regulatory framework established by the PAOS code, which was originally designed for television. The study considers content created and disseminated by two different sources: food brands and child YouTuber channels. We conducted an exploratory qualitative-quantitative study based on a content analysis of videos posted in 2019 on the most viewed YouTube channels in Spain (Socialblade, 2019). The final sample included 211 videos (29h 57m) divided into two subsamples: the official channels of 13 Spanish food brands (82 videos), and 15 Spanish child YouTuber channels (129 videos). The study has facilitated information on nine dimensions: (1) adherence to regulations and ethical standards, (2) nutrition education and information, (3) identification of advertising, (4) presence of risk, (5) clarity in the presentation of the product and in the language used, (6) pressure selling, (7) promotions, giveaways, competitions, and children’s clubs, (8) support and promotion through characters and programs and (9) comparative presentations. The main findings reveal the experimental nature of videos featuring food brands that are posted on YouTube for child audiences, especially videos broadcast on the channels of child YouTubers, who post content without an ethical strategy sensitive to their target audience. The lack of compliance with the basic requirement of identifying the video as advertising underscores the urgent need to adapt existing legal and ethical standards to these new formulas of commercial communication.

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La publicidad dirigida a niños en el sector de la alimentación: un estudio atendiendo al tipo de producto

Cited by 13 publications

References 16 publications

Students' Knowledge of Healthy Food and Their Actual Eating Habits: A Case Study on the University of Granada (Spain)

Students' Knowledge of Healthy Food and Their Actual Eating Habits: A Case Study on the University of Granada (Spain)

La publicidad televisiva dirigida a menores en España: seguimiento del código PAOS

Food brands, YouTube and Children: Media practices in the context of the PAOS self-regulation code

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