Unidad de Medicina Preventiva, Hospital General de Ciudad Real, c/Tomelloso s/n, E-13005 Ciudad Real, Spain.
Public Health Nutr. 2010 Jul;13(7):1013-21. doi: 10.1017/S1368980009991984. Epub 2009 Nov 16.
To evaluate the level of compliance with the PAOS Code (Publicidad, Actividad, Obesidad y Salud), which establishes standards for the self-regulation of food marketing aimed at minors, in television advertising by food and beverage companies that have agreed to abide by the Code.
The study sample consisted of food and beverage advertisements targeting children during 80 h of programming by four Spanish television networks. The level of compliance with each standard of the PAOS Code was classified into three categories: 'compliance', 'non-compliance' and 'uncertain compliance'. Overall, an advertisement was considered compliant with the PAOS Code if it met all the standards; non-compliant if it contravened one or more standards; and uncertain in all other cases.
Of a total of 203 television advertisements from companies that agreed to the PAOS Code, the overall prevalence of non-compliance was 49.3% (v. 50.8% among those that did not agree to the code), with 20.7% of advertisements considered of uncertain compliance. Non-compliance was more frequent on Saturdays, in longer advertisements, in advertisements containing promotions or dairy products, and for advertisements from companies of French or US origin.
Non-compliance with the PAOS Code was very high and was similar for companies that did and did not agree to the Code, casting doubt on the Code's effectiveness and oversight system. It seems the time has come to commit to statutory regulations that reduce the negative impact of advertising on children's diets, as demanded by public health experts and consumer associations.
评估 PAOS 准则（广告、活动、肥胖与健康）的遵守程度，该准则为面向未成年人的食品营销自律制定了标准，涉及同意遵守该准则的食品和饮料公司在电视广告中的应用。
研究样本由四家西班牙电视频道在 80 小时的节目中播出的针对儿童的食品和饮料广告组成。PAOS 准则的每一项标准的遵守程度分为三类：“遵守”、“不遵守”和“不确定遵守”。总体而言，如果广告符合所有标准，则被认为符合 PAOS 准则；如果违反了一个或多个标准，则为不遵守；其他情况下均为不确定遵守。
在同意遵守 PAOS 准则的公司的总共 203 个电视广告中，不遵守的总体比例为 49.3%（不同意准则的公司为 50.8%），不确定遵守的广告比例为 20.7%。不遵守的情况在周六更为常见，广告时长较长，含有促销或乳制品的广告，以及来自法国或美国公司的广告。
不遵守 PAOS 准则的情况非常普遍，无论是同意还是不同意准则的公司都存在这种情况，这让人对该准则的有效性和监督制度产生了怀疑。看来现在是时候像公共卫生专家和消费者协会所要求的那样，承诺制定减少广告对儿童饮食负面影响的法规了。
