Abstract
BackgroundEvidence shows that foods marketed on television are often low-nutrient-dense foods associated with poor nutritional diet quality, obesity and non-communicable diseases. However, little research has been undertaken in Brazil around this issue. This study assessed the nutritional profile of foods and non-alcoholic beverages advertised on Brazilian television by applying the Pan American Health Organization (PAHO) and the World Health Organization (WHO/Europe) nutrient profiling models.MethodsCross-sectional study based on the International Network for Food and Obesity/non-communicable diseases Research, Monitoring and Action Support (INFORMAS) protocol. A total of 432 h on the three major Brazilian free-to-air TV channels was recorded from April 1st to 30th 2018. Recordings were done for eight non-consecutive and randomly selected days from 6 am to 12 am (midnight). All food-related ads were coded using a systematic approach and classified according to the PAHO and the WHO/Europe nutrient profile models as “eligible”/“not eligible” for marketing restrictions. Absolute and relative frequencies were used to describe absolute numbers and proportions of food and beverage advertisements. The nutritional profile of foods was compared by day, time of the day and types of TV program. For each advertisement, the parent company of promoted food products, supermarkets and restaurants was identified.ResultsA total of 1610 food and beverage ads were broadcast, representing 18.1% of the total ads shown on selected channels. Over 80.0% of all foods and beverages advertised on Brazilian TV channels did not meet the PAHO and the WHO/Europe nutritional quality standards and were considered eligible for marketing restrictions. The proportion of unhealthy food ads was significantly higher on weekends, in the afternoon, and during soap operas programming. Altogether, 10 transnational and local food and beverage companies, two large international fast food chains and two of Brazil’s largest supermarket retailers accounted for almost 90% of all unhealthy food ads shown.ConclusionsThe findings of the present study indicate a high exposure of the Brazilian population to unhealthy food marketing and an inefficient enforcement of existing regulations. Further research to monitor population exposure to unhealthy food marketing and understand the policy inertia that is preventing policy progress, is highly recommended.
Highlights
Evidence shows that foods marketed on television are often low-nutrient-dense foods associated with poor nutritional diet quality, obesity and non-communicable diseases
Effective food policies aimed at improving food environments and limiting advertising of unhealthy foods have been highly recommended by international organizations, such as the World Health Organization (WHO) and the Pan American Health Organization (PAHO) [5, 19, 20]
ultra-processed food products (UPP), as categorized by the NOVA classification system, constituted the larger proportion of food and beverage ads aired in the selected period (78.9%; 95% confidence interval (CI): 76.7, 81.0) compared to unprocessed/minimally processed foods (15.1%; 95% CI: 13.3, 17.1), processed culinary ingredients (4.3%; 95% CI: 3.3, 5.6) and processed food products (1.6%; 95% CI: 1.1, 2.5)
Summary
Evidence shows that foods marketed on television are often low-nutrient-dense foods associated with poor nutritional diet quality, obesity and non-communicable diseases. Prevalence of overweight, obesity and non-communicable diseases (NCDs) has risen substantially in the past three decades in every region, and most rapidly in low- and middle-income countries [1, 2] This scenario seems to be mainly driven by changes in the global food system, which delivers more processed, energy-dense, palatable, affordable and effectively marketed foods than ever before [3,4,5]. Studies demonstrate that foods marketed on TV are often UPP which are associated with poor nutritional quality of diets, overweight and obesity [15, 17, 18] In this context, effective food policies aimed at improving food environments and limiting advertising of unhealthy foods have been highly recommended by international organizations, such as the World Health Organization (WHO) and the Pan American Health Organization (PAHO) [5, 19, 20]
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