Author:

• Patrícia Henriques - Henriques, P. - Niterói - Universidade Federal Fluminense - <patriciah@id.uff.br>
ORCID: https://orcid.org/0000-0001-8154-0962

Thematic Area:

Não Categorizado

Abstract:

ABSTRACT
Eating habits of the Brazilian population have been changing in recent decades and publicity is one of the factors contributing to this situation. The objective of this study was to evaluate the content of food publicity broadcast on television and addressed to children, from the perspective of regulation. The publicity was recorded in the two major television stations, in the school holidays. It was used techniques of contents analysis and defined eight categories of analysis from the theoretical framework on the feeding practices and their determinants. To subsidize this analysis was used the proposal for a Technical Regulation of Anvisa. Were recorded 1018 advertisements, of which 132 (12.9%) were selected that advertised foods targeted at children, but were identified only 12 different products. According to the proposed regulation, all the material analyzed infringed at least three articles, among which stands out the 4th, Sections III and VIb. It is clear the urgency of the government regulates the content of food advertisements for children, whose consumption can be harmful to health because of their influence on the decision to purchase, both by the children themselves, and their parents.
Keywords: food publicity, television, children.

Content:

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