Analysing persuasive marketing of ultra-processed foods on Brazilian television
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ORIGINAL ARTICLE
Analysing persuasive marketing of ultra-processed foods on Brazilian television Marina O. Santana1 • Julia S. Guimara˜es2 • Fernanda Helena M. Leite3 • Laı´s A. Mais4 • Paula M. Horta5 Ana Paula Bortoletto Martins3,4 • Rafael M. Claro5
•
Received: 22 January 2020 / Revised: 16 July 2020 / Accepted: 13 August 2020 Ó Swiss School of Public Health (SSPH+) 2020
Abstract Objectives This study investigated the use of persuasive advertising strategies in ultra-processed food (UPF) advertisements broadcast on the three most popular free-to-air television channels in Brazil. Methods The programming of the selected channels was recorded on eight non-consecutive days from April 2018 (6:00 am–12:00 am). Information from each advertising piece was collected through an electronic questionnaire based on the INFORMAS protocol. Food products were classified according to the NOVA classification system. Marketing strategies were investigated in UPF advertisements and stratified into three groups. Principal component analysis was used to identify patterns of strategies. Linear regression models were employed to investigate the association between the patterns and food groups. Results In total, 90.77% of the food-related advertisements contained at least one UPF, and 96% of them included one or more persuasive advertising strategies. Five advertising patterns were identified and associated with the UPF food groups. Conclusions The results showed that food advertising on Brazilian free television is marked by UPF, with the predominant use of persuasive advertising strategies, demonstrating a lack of enforcement of the current regulatory legislation in the country. Keywords Food marketing Advertising Persuasive communication Ultra-processed foods Food choice INFORMAS
This article is part of the special issue ‘‘Market-driven forces and Public Health’’. 1
Federal University of Minas Gerais, Belo Horizonte, Minas Gerais, Brazil
2
University of Ottawa, Gatineau, QC, Canada
Julia S. Guimara˜es [email protected]
3
Center for Epidemiological Studies in Health and Nutrition (Nupens), University of Sa˜o Paulo, Sa˜o Paulo, Brazil
Fernanda Helena M. Leite [email protected]
4
Brazilian Institute for Consumer Defense (Idec), Sa˜o Paulo, Brazil
Laı´s A. Mais [email protected]
5
Nutrition Department, Federal University of Minas Gerais, Belo Horizonte, Minas Gerais, Brazil
& Marina O. Santana [email protected]
Paula M. Horta [email protected] Ana Paula Bortoletto Martins [email protected] Rafael M. Claro [email protected]
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M. O. Santana et al.
Introduction Obesity has become a major global health challenge, affecting all age groups (Who 2018). In 2015, overweight and obesity were responsible for four million deaths and for the loss of 120 million of disability-adjusted life years (DALYs) worldwide (4.9%) (Afshin et al. 2018). In Brazil, data from the Surveillance System of Risk and Protective Factors for Chronic Diseas
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