[Analysis of TV food advertising in the context of recommendations by the Food Guide for the Brazilian Population]. / Análise da publicidade televisiva de alimentos no contexto das recomendações do Guia Alimentar para a População Brasileira.

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.

Análise da publicidade televisiva de alimentos no contexto das recomendações do Guia Alimentar para a População Brasileira / Analysis of TV food advertising in the context of recommendations by the Food Guide for the Brazilian Population / Análisis de la publicidad televisiva de alimentos en el contexto de las recomendaciones de la Guía Alimentaria para la Población Brasileña

O objetivo do estudo é analisar a publicidade televisiva de alimentos no Brasil com base nas recomendações do Guia Alimentar para a População Brasileira de 2014. A programação dos quatro canais mais populares de televisão foi gravada em janeiro de 2014, por dois dias não consecutivos. Os comerciais foram categorizados em (i) alimentos e bebidas, (ii) restaurantes e (iii) serviços, bens e produtos não alimentícios, sendo aqueles referentes à alimentação subdivididos conforme recomendações do guia. As categorias de comerciais foram descritas por meio de sua frequência (e intervalo de 95% de confiança), para o conjunto total dos registros e segundo o dia da semana. Dos 2.732 comerciais que foram identificados, a publicidade de alimentos e bebidas representou a terceira maior categoria anunciada, com 10,2%. Nessa categoria, os alimentos ultraprocessados corresponderam a 60,7% dos anúncios, e os alimentos in natura ou minimamente processados a cerca de 7%. A realidade evidenciada se opõe às recomendações do guia, reforçando a importância de ações para a regulamentação da publicidade de alimentos no Brasil.

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.

El objetivo del estudio es analizar la publicidad televisiva de alimentos en Brasil, en base a las recomendaciones de la Guía Alimentaria para la Población Brasileña de 2014. La programación de los cuatro canales más populares de televisión fue grabada en enero de 2014, durante dos días no consecutivos. Los anuncios fueron categorizados en (i) alimentos y bebidas, (ii) restaurantes y (iii) servicios, bienes y productos no alimenticios, siendo aquellos referentes a la alimentación subdivididos conforme las recomendaciones de la guía. Las categorías de anuncios fueron descritas mediante su frecuencia (e intervalo de 95% de confianza), para el conjunto total de los registros y según el día de la semana. De los 2.732 anuncios que se identificaron, la publicidad de alimentos y bebidas representó la tercera mayor categoría anunciada, con un 10,2%. En esa categoría, los alimentos ultraprocesados correspondieron a un 60,7% de los anuncios, y los alimentos in natura o mínimamente procesados a cerca de un 7%. La realidad evidenciada se opone a las recomendaciones de la guía, reforzando la importancia de acciones para la regulación de la publicidad de alimentos en Brasil.