Cuevas-Casado I, Romero-Fernández M M, Royo-Bordonada M Á
Servicio de Medicina Preventiva, Hospital Universitario de La Princesa, Madrid, España.
Nutr Hosp. 2012 Sep-Oct;27(5):1569-75. doi: 10.3305/nh.2012.27.5.5905.
Nutrition marketing has generated a great amount of consumer interest; however, improper use of this type of marketing could mislead consumers.
To describe the frequency and proper use in Spain of nutrition marketing for products advertised on television while analyzing their nutrient profile for comparison.
Advertised food and drink products included in the study were selected after watching 80 hours of broadcasting of 4 Spanish television channels during May and June 2008. Upon purchase of the selected items, we estimated the frequency of use of the different nutrition marketing approaches, the proportion of nutritional and health claims meeting European regulations, and the proportion of less healthy products according to the United Kingdom Nutrient Profile Model UKNPM.
Of the 88 products examined, 74% used nutrition marketing approaches. Half of the advertisements made nutrition claims and 42% health claims. The majority (89%) of the 83 nutrition claims met European regulations, with the category of "light products" being the least compliant with only 25% of products meeting regulations. Of the 37 product advertisements making health claims, 43% used authorized statements, of which, however, 75% also included unauthorized claims. Nutrient profile was less healthy in 55% of the products resorting to nutrition marketing.
Lack of compliance with European regulations regarding nutrition and health claims, combined with the "less healthy" nutrient profile of many of the products marketed using these claims, may mislead Spanish consumers. To avoid this misinformation, it would be beneficial to: a) monitor level of adherence to regulations systematically; and b) introduce the use of nutrient profiles to approve these types of claims.
营养营销引发了消费者的极大兴趣；然而，这种营销方式的不当使用可能会误导消费者。
描述西班牙电视广告中产品营养营销的频率及正确使用情况，同时分析其营养成分以作比较。
在2008年5月和6月观看了4个西班牙电视频道80小时的节目后，挑选出研究中包含的食品和饮料广告产品。购买所选商品后，我们估算了不同营养营销方式的使用频率、符合欧洲法规的营养及健康声明比例，以及根据英国营养成分模型（UKNPM）判断的不健康产品比例。
在所检查的88种产品中，74%采用了营养营销方式。一半的广告做出了营养声明，42%做出了健康声明。83项营养声明中的大多数（89%）符合欧洲法规，“轻食产品”类别合规率最低，只有25%的产品符合法规。在37项做出健康声明的产品广告中，43%使用了授权声明，但其中75%也包含未经授权的声明。采用营养营销的产品中，55%的营养成分不健康。
在营养和健康声明方面缺乏对欧洲法规的遵守，再加上许多使用这些声明进行营销的产品“不健康”的营养成分，可能会误导西班牙消费者。为避免这种错误信息，以下措施将是有益的：a）系统监测法规遵守情况；b）引入营养成分使用规定以批准此类声明。
