Publicidade a géneros alimentícios no meio televisivo dirigida a crianças e adolescentes em Portugal.

Abstract

Objectives: The main objectives of this study were: (1) to describe the levels of television food advertising and provide data on current levels of food advertising at the weekends in Portugal; (2) to identify and tell apart food advertised for child / adolescent public and compare it with advertisements for public in general; and (3) to compare the type of food advertised with the dietary recommendations provide by the new food guide for the portuguese population, a "Nova Roda dos Alimentos". Methods: The data for analysis was collected through the recording of programming of three general Portuguese television channels, in February of 2008, for two Saturdays and one Sunday, between 7 am and 11.30 pm. The food advertising was coded using 22 subcategories. Food advertisements were coded according to their target-audience. Results: 2944 advertisements were registered, of which 27.1% were foods. Of these, 48% were food advertisements for a child/adolescent audience and 52% were advertisements directed for a general audience. Sugar products were the dominant food subcategory of advertisements targeted to child/adolescent public and dairy products were the more frequently targeted to a general audience. 55% of the total food products advertisements could not be included in the "New Food Guide for the Portuguese Population". Conclusions: High-fat/high-sugar foods advertising to children/adolescents suggest the need for regulations, restrictions or other forms of advertising control, especially those which are