Publication: Evaluación de la publicidad alimentaria dirigida a niños por televisión en España
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2018-04-18
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Universidad Complutense de Madrid
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Abstract
La obesidad infantil representa uno de los principales problemas de salud pública del siglo XXI. Dentro de los países europeos, España tiene una de las mayores prevalencias de obesidad y sobrepeso infantil. De etiología multifactorial y compleja, en la aparición de la obesidad intervienen factores genéticos, familiares, psicológicos y ambientales que afectan la dieta, la actividad física, o ambos. Actualmente el entorno alimentario promueve la ingesta de energía y actividades de ocio sedentarias como ver la televisión, desincentivando la práctica de actividad física. Los niños se encuentran expuestos diariamente a diferentes técnicas de marketing utilizadas en comunicaciones comerciales de alimentos y bebidas (CCAB), en su mayoría poco saludables, y principalmente a través de la televisión. El uso de técnicas de mercadeo cada vez más novedosas y sofisticadas, ha permitido que los anunciantes alcancen un mayor número de niños con menos control parental. La influencia publicitaria de productos poco saludables está contribuyendo al desarrollo y mantenimiento del sobrepeso y obesidad en España y en el mundo. Para evitar que esta pandemia siga creciendo, es fundamental intervenir durante las primeras etapas de la vida, ya que las preferencias alimentarias se establecen en este momento, a través de sistemas reguladores más efectivos que controlen la publicidad televisiva de alimentos y bebidas dirigida a menores. Una de las intervenciones de salud pública más costo-efectivas para reducir el impacto de la publicidad de alimentos y bebidas en los niños, es su regulación. Los principales sistemas reguladores de la publicidad de alimentos y bebidas dirigida a menores son la regulación estatutaria, la autorregulación y la corregulación, existiendo algunos países con sistemas mixtos. España, desde el año 2005, cuenta con el Código de autorregulación de la publicidad de alimentos y bebidas dirigido a menores (de 12 años), prevención de la obesidad y salud (Código PAOS)...
Childhood obesity is one of the main public health problems of this century. Within the European countries, Spain has one of the highest prevalences of obesity and overweight in children. Of multifactorial and complex etiology, the appearance of obesity involves genetic, familial, psychological and environmental factors that affect diet, physical activity, or both. Presently, children are growing up in an environment that promotes energy intake, sedentary leisure activities, such us watching television, and less physical activity. In addition, minors are daily exposed to marketing techniques used in television advertisements of food and drinks (AFD), mainly for unhealthy products. The use of increasingly innovative and sophisticated marketing techniques has allowed advertisers to reach more children with less parental control. Food advertising of unhealthy products is contributing to the development and maintenance of overweight and obesity in Spain and worldwide. In order to prevent this pandemic from continuing to grow, it is critical to intervene during the early stages of life, since food preferences are established by this time, with more effective regulatory systems that control television AFD directed to minors. One of the most cost-effective public health interventions for tackling childhood obesity is to restrict food advertising directed at children. Countries worldwide have implemented three main regulatory systems, i.e., statutory regulation, self-regulation and co-regulation. In Spain, since 2005, television AFD directed to children less than 12 years are regulated by the Advertising, Obesity Prevention and Health Code (known by its Spanish acronym as the PAOS Code)...
Childhood obesity is one of the main public health problems of this century. Within the European countries, Spain has one of the highest prevalences of obesity and overweight in children. Of multifactorial and complex etiology, the appearance of obesity involves genetic, familial, psychological and environmental factors that affect diet, physical activity, or both. Presently, children are growing up in an environment that promotes energy intake, sedentary leisure activities, such us watching television, and less physical activity. In addition, minors are daily exposed to marketing techniques used in television advertisements of food and drinks (AFD), mainly for unhealthy products. The use of increasingly innovative and sophisticated marketing techniques has allowed advertisers to reach more children with less parental control. Food advertising of unhealthy products is contributing to the development and maintenance of overweight and obesity in Spain and worldwide. In order to prevent this pandemic from continuing to grow, it is critical to intervene during the early stages of life, since food preferences are established by this time, with more effective regulatory systems that control television AFD directed to minors. One of the most cost-effective public health interventions for tackling childhood obesity is to restrict food advertising directed at children. Countries worldwide have implemented three main regulatory systems, i.e., statutory regulation, self-regulation and co-regulation. In Spain, since 2005, television AFD directed to children less than 12 years are regulated by the Advertising, Obesity Prevention and Health Code (known by its Spanish acronym as the PAOS Code)...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Medicina, Departamento de Medicina Preventiva, Salud Pública e Historia de la Ciencia, leída el 28-06-2017