Extensão e natureza da publicidade de alimentos na televisão aberta brasileira

Abstract

Introduction: Brazil has experienced a large shift in the food pattern, through high consumption of ultra-processed food products (UPP) (high in sodium, fats and sugar). This pattern of consumption is associated to excessive weight gain, obesity and NonCommunicable Diseases (NCDs). The advertising of UPP is considered one of the central causes of this change in the Brazilian food pattern. Thus, the regulation of food advertisements (ads) becomes an important action to combat obesity. Food marketing surveillance, especially television (TV), is imperative for the establishment of appropriate measures. Objective: To analyze the extent and nature of food and beverage advertising on the three most popular free-to-air channels on the Brazilian TV. Methods: The food marketing – television monitoring protocol created by the International Network for Food and Obesity/NCDs Research, Monitoring and Action Support (INFORMAS) was applied for the data collection. Three free-to-air channels (most popular networks) programming was recorded from 6am to 12am, for eight days (four weekdays and four weekend days, excluding holidays), randomly spread during April 2018. All commercial ads broadcasted were selected and those related to food and beverages were identified and classified based on the NOVA classification system. Furthermore, the World Health Organization Regional Office for Europe (WHO-EU)’ and the Pan American Health Organization (PAHO)’ Nutrient Profile were applied for all food-related ads classified by the NOVA. Absolute and relative frequencies, and 95% confidence interval were used to describe the number and type of ads, the total number of food products, and the types of food categories advertised. Results: A total of 432 hours of Brazilian television programming was analyzed. A total of 7,991 ads were identified, 1,156 food-related ads (14.16%). From the ads classified into the NOVA system (n=858), 7.63% were classified as unprocessed and minimally processed foods, 0.98% as processed culinary ingredients, 0.61% as processed foods and 90.77% as UPP, the top three most announced products were soft drinks (28.90%), alcoholic beverages (14.23%) and fast-food restaurants/meals (13,80%). The UPP group had a steady distribution between weekdays and weekends. When considering the period of the day, alcoholic beverages were more frequent during the evening (21.60%). Analyzing the ads according to the international Nutrient Profile Models, 84.43% were not permitted by PAHO and 68.26% by WHO-EU. Among the UPP group over 90% ads were considered not permitted by one of the Nutrient Profile Models. Conclusion: Most of the food-related ads aired on Brazilian TV, during the selected period, were for UPP, which were broadcasted during weekdays as well as weekends and during the whole day. Most of the food-related ads were not permitted by International Nutrient Profile Models. Such factors should be considered a public health concern given the high exposure of the Brazilian population to the promotion of low nutritional quality products.