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Analysing persuasive marketing of ultra-processed foods on Brazilian television

Author

Listed:
  • Marina O. Santana

    (Federal University of Minas Gerais)

  • Julia S. Guimarães

    (University of Ottawa)

  • Fernanda Helena M. Leite

    (University of São Paulo)

  • Laís A. Mais

    (Brazilian Institute for Consumer Defense (Idec))

  • Paula M. Horta

    (Federal University of Minas Gerais)

  • Ana Paula Bortoletto Martins

    (University of São Paulo
    Brazilian Institute for Consumer Defense (Idec))

  • Rafael M. Claro

    (Federal University of Minas Gerais)

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.

Suggested Citation

  • Marina O. Santana & Julia S. Guimarães & Fernanda Helena M. Leite & Laís A. Mais & Paula M. Horta & Ana Paula Bortoletto Martins & Rafael M. Claro, 2020. "Analysing persuasive marketing of ultra-processed foods on Brazilian television," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 65(7), pages 1067-1077, September.
    • Handle: RePEc:spr:ijphth:v:65:y:2020:i:7:d:10.1007_s00038-020-01456-6
    DOI: 10.1007/s00038-020-01456-6
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    References listed on IDEAS

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    1. Zimmerman, F.J. & Bell, J.F., 2010. "Associations of television content type and obesity in children," American Journal of Public Health, American Public Health Association, vol. 100(2), pages 334-340.
    2. Karimen León-Flández & Miguel Ángel Royo-Bordonada & María Ángeles Moya-Geromini & María José Bosqued-Estefanía & Lázaro López-Jurado & Javier Damián, 2018. "Marketing techniques in television advertisements of food and drinks directed at children in Spain, 2012," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 63(6), pages 733-742, July.
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    Cited by:

    1. Grzegorz Szymański, 2021. "Marketing Activities of Local Food Producers in E-Commerce," Sustainability, MDPI, vol. 13(16), pages 1-20, August.
    2. Ngqangashe, Y & Phulkerd, S & Collin, J & Huckel Schneider, C & Thow, AM & Friel, S, 2022. "How policy actors assert authority in the governance of food marketing policies," Food Policy, Elsevier, vol. 110(C).

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