Audiovisual and Advertising Department, Faculty of Communication, University of Seville, 41012 Seville, Spain.
Marketing and Communication Department, Faculty of Social Sciences and Communication and INDESS, University of Cádiz, 11406 Jerez de la Frontera, Spain.
Int J Environ Res Public Health. 2021 Mar 30;18(7):3588. doi: 10.3390/ijerph18073588.
The growing number of children who are obese or overweight in certain countries or geographical areas is a fact, as evidenced by the continuous studies and reports on the subject, endorsed or carried out by the World Health Organisation and independent research. In this context, food and beverage advertising can contribute to this. The main objective of this research is to evaluate compliance with the Food and Drink Advertising Code for Children (PAOS Code) in Spain and its relationship with nutritional habits on television, specifically on channels aimed at children. The methodology is therefore mixed: on the one hand, a qualitative technique based on discourse analysis and, on the other, a quantitative technique based on the content analysis of the advertising broadcast for seven consecutive days on three specialised channels and two generalist channels on Spanish television. The results reveal a systematic noncompliance with this code, which translates into inadequate eating habits among children. The immediate conclusion is that 9 out of 10 parts of food and drink advertising do not comply with any of the rules of the PAOS Code and that self-regulation by the advertising companies is negligible and insufficient.
某些国家或地区越来越多的儿童肥胖或超重，这是事实，世界卫生组织和独立研究机构不断就这一主题进行研究和报告，为这一事实提供了证据。在这种情况下，食品和饮料广告可能对此有影响。本研究的主要目的是评估西班牙儿童食品和饮料广告规范（PAOS 规范）的遵守情况及其与电视上营养习惯的关系，特别是针对儿童的频道。因此，该方法是混合的：一方面是基于话语分析的定性技术，另一方面是基于对西班牙电视频道三个专业频道和两个综合频道连续七天播出的广告进行内容分析的定量技术。研究结果显示，该规范系统性地不被遵守，这导致了儿童饮食习惯的不当。直接的结论是，食品和饮料广告的 10 个部分中有 9 个部分不符合 PAOS 规范的任何规则，广告公司的自我监管微不足道且不足。
