Análise da publicidade televisiva de alimentos no contexto das recomendações do Guia Alimentar para a População Brasileira

• Autor(a) principal: Emanuella Gomes Maia
• Data de Publicação: 2017
• Outros Autores: Bruna Vieira de Lima Costa, Francielly de Souza Coelho, Julia Soares Guimarães, Rafaela Garcia Fortaleza, Rafael Moreira Claro
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Cadernos de Saúde Pública
• Texto Completo: https://cadernos.ensp.fiocruz.br/ojs/index.php/csp/article/view/6431
• topic: Publicidade de Alimentos; Televisão; Doença Crônica

This study aimed to analyze TV food advertising in Brazil based on the recommendations of the Food Guide for the Brazilian Population, 2014. Programming from the four most popular TV channels was recorded on two non-consecutive days in January 2014. The commercials were categorized in (i) foods and beverages, (ii) restaurants, and (iii) non-food services, goods, and products, with those in the first category subdivided according to recommendations in the food guide. The commercials’ categories were described by means of their frequency (and 95% confidence interval), for all the records and according to the day of the week. Of the 2,732 commercials that were identified, food and beverage advertising was the third largest category, with 10.2% of the total. In this category, ultra-processed foods accounted for 60.7% of the commercials, while fresh or minimally processed foods at around 7%. The findings run counter to the guide’s recommendations, reinforcing the importance of measures to regulate food advertising in Brazil.