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P1091* SATURDAY MORNING CHILDREN TELEVISION FOOD ADVERTISING. . .THE NIGHTMARE OF NUTRITION EDUCATORS

2004; Lippincott Williams & Wilkins; Volume: 39; Issue: Supplement 1 Linguagem: Inglês

10.1097/00005176-200406001-01215

1536-4801

D. M. P. Lemos,

Educational Methods and Impacts

Introduction: INTRODUCTION: Television is an important media source of education for children, influencing them from a very young age. Children food preferences are important determinants of food intake. Food preferences are influenced by parents and carers, peer pressure and television food advertising. AIM: The aim of this study was to identify, content analyse and describe the nutrition related information in commercials aired during Saturday morning viewed heavily by children aged 2–11 years old, in line with the current recommendations. Methods: METHODS: A total of 84 hours of programs were videotape during September 2002 and March 2003 for TVI, SIC and RTP1 channels. We divided the nutritional food claims in 4 categories: general health and nutrition (good to growing up, gives energy, professional recommends. . .); contain specific nutrients (i.e. contains vitamins, minerals, fibber. . .); minimizes or eliminates specific substances (low fat, cholesterol, sugar. . .); consumer related (taste, quality. . .). And we used the Portuguese food guide to compare the pattern of children’s television advertising and the current food recommendations. Results: RESULTS: We analysed 84 hours of videotape programmes (28,5% TVI, 38% SIC, 33,5 % RTP1) with a media of 6 food commercials an hour. The nutritional food claims were: general health and nutrition – 30,5%; contain specific nutrients –21%; minimizes or eliminates specific substances – 9,5%; consumer related (taste, quality. . .) – 39 %. In the 504 food commercials 26% were for breads and cereals (sugared breakfast cereals); 35% sweets (cookies and chocolates); 12% soft drinks; 21% dairy products (yogurts) − 6% miscellaneous. The pattern of children television advertising distorts the Portuguese food guide recommendations had much more fats and sugars and less fruits and vegetables. Conclusion: Television must be recognized as a major source of information or (mis) information but if well used can help nutrition educators aid children in making healthy food choices more in line with current recommendations. So, it is clear that nutrition educators need to advocate for more advertisings for “healthful foods”.