Nutritional content of food, and nonalcoholic beverages advertisements broadcasted in Colombian public national television

ABSTRACT: Background and objectives: Eating habits are influenced by several factors, including food and advertisement of nonalcoholic beverages; therefore, strategies should be developed to reduce the advertisement ́s impact, especially on children. The objective of this research was to analyze the nutritional content of foods and non-alcoholic beverages advertised. Data were collected during morning hours in Colombian public national television by type of audience. Methods and materials: A cross-sectional study was conducted including national channels Caracol and RCN. The recordings were performed simultaneously from 6:00 am to 12: 30pm, for four days in July 2012, randomly selected, two on working days (Morning slot), and two on weekends (Morning children’s slot). The nutritional characterization of the advertised foods was performed in a 100gr/ml sample of the product, taking as reference the Food Standards Agency criteria, the WHO recommendations, and the 333 Resolution issued by the Ministry of Social Protection of Colombia in 2011. We used the Chi 2 test and the SPSS software version 18. A p <0.05 was considered as relevant. Results: Out of 52 hours of recording time, 23% consisted of food or non-alcoholic beverage advertisements. In both slots, advertisement of food with high sugar and sodium content (78.4% and 82% respectively) prevailed; more ads for foods with high sugar content were broadcasted on the morning children’s slot than on the morning slot (93%). As for protective nutrients, ads for foods that are not a source of the evaluated nutrients, prevailed in both slots. Conclusions: Advertisement for food and non-alcoholic beverages were characterized by products with high content of sugars, and sodium and low contribution of protective nutrients. This information is important to design new policies or strengthening the existing ones, following the recommendations proposed by WHO in the WHA63.14 Resolution.

• Autores: González Zapata, Laura Inés; Mejía Díaz, Diana Margarita; Carmona Garcés, Isabel Cristina; Giraldo López, Paula Andrea
• Tipo de recurso: Contribution to the magazine
• Fecha de publicación: 2013
• Institución: Universidad de Antioquia
• Repositorio: Repositorio UdeA
• Idioma: eng
• OAI Identifier: oai:bibliotecadigital.udea.edu.co:10495/35929
• Acceso en línea: https://hdl.handle.net/10495/35929
• Palabra clave: Servicios Preventivos de Salud; Preventive Health Services; Conducta Alimentaria; Behavior Feeding; Evaluación Nutricional; Assessment Nutritional; Alimentos y Bebidas; Food and Beverages; Publicidad por Televisión; Television advertising
• Rights: openAccess
• License: http://creativecommons.org/licenses/by-nc/2.5/co/