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Food and beverage advertising on children’s TV channels in Argentina: Frequency, duration, and nutritional quality

2017; Sociedad Argentina de Pediatría; Volume: 115; Issue: 1 Linguagem: Espanhol

10.5546/aap.2017.eng.28

1668-3501

Alicia Rovirosa, María Elisa Zapata, Paula Gómez, Susana Gotthelf, Daniel Ferrante,

Child Development and Digital Technology

Food and beverage marketing has been identified as one of the determinants of unhealthy food and beverage consumption in the child population.To determine the frequency and duration of food and beverage advertising in children's programming and the nutritional quality of advertised food and beverages.Descriptive, cross-sectional study. Children's cable and broadcast channel programming was recorded in two periods: over the week and on the weekend. The type, quantity, and duration of commercials were recorded. The nutritional quality of advertised food and beverages was analyzed.A total of 402.3 hours of children's programming were recorded. In total, 3711 commercials were identified. Among these, 20.9% corresponded to food and beverages, i.e., an average of 1.9 ± 1.0 commercials per hour or equivalent to 0.68 ± 0.36 min/hour. Dairy products, candies, and fast-food meals were the most advertised food products. Only a third of advertised food and beverages (35.8%) were categorized as healthy as per the nutrient profiling system. Based on the traffic light labeling system, 50% of advertised food and beverages were high in sugar, 25% were high in saturated fat, and approximately 15% were high in sodium or fat.Food and beverage advertising accounted for 20% of television advertising time. The most advertised products were dairy products, followed by candies and sweet snacks, fast-food meals, and beverages. Two-thirds of advertised food and beverages were considered unhealthy.El marketing de alimentos y bebidas ha sido identificado como uno de los determinantes del consumo de alimentos y bebidas poco saludables en la población infantil. Objetivo. Conocer la frecuencia y duración de publicidades de alimentos y bebidas en programación televisiva infantil y la calidad nutricional de los alimentos y bebidas publicitados. Métodos. Estudio descriptivo transversal. Se realizaron grabaciones en dos períodos, durante la semana y el fin de semana, de canales de cable infantiles y de la programación infantil de los canales de aire. Se registró el tipo, la cantidad y el tiempo de las publicidades emitidas. Se analizó la calidad nutricional de los alimentos y bebidas publicitados. Resultados. Se analizaron 402,3 horas de programación infantil. Se registraron 3711avisos publicitarios. El 20,9% de las publicidades correspondieron a alimentos y bebidas, en promedio 1,9 ± 1,0 avisos por hora, equivalente a 0,68 ± 0,36 min/hora. Los lácteos, golosinas y productos de las cadenas de comidas rápidas fueron los alimentos con mayor presencia. Solo una tercera parte de los alimentos y bebidas publicitados (35,8%) fueron categorizados como saludables según el sistema de perfiles nutricionales. De acuerdo con el sistema de perfilado del semáforo nutricional, la mitad eran altos en azúcares; una cuarta parte, altos en grasas saturadas y, aproximadamente, 15% eran altos en sodio o grasas. Conclusión. La publicidad de alimentos y bebidas ocupó una quinta parte del tiempo de publicidad televisiva. Los grupos de alimentos más publicitados fueron los lácteos seguidos por dulces y golosinas, productos de las cadenas de comidas rápidas y bebidas. Dos terceras partes de los alimentos y bebidas publicitados se consideraron poco saludables.