Article information
Resumo
Este artigo tem como objetivo fazer uma revisão sobre o marketing de géneros alimentícios dirigido a crianças e sobre a sua possível relação com a obesidade infantil. O marketing de alimentos e bebidas, particularmente de elevada densidade energética e pobres em micronutrientes, pode ser, entre outros, um dos fatores que contribuem para a obesidade infantil pela sua influência negativa nos padrões de consumo alimentar das crianças. Existe alguma evidência de que o marketing influencia as crianças relativamente às suas escolhas, consumos e preferências alimentares, compras de alimentos e bebidas e pedidos que fazem destes produtos aos pais. Apesar dos níveis crescentes da prevalência da obesidade infantil, a maior parte dos alimentos publicitados dirigidos a crianças são ricos em calorias, gordura, açúcar e/ou sal, o que levanta sérias preocupações Éticas e de Saúde Pública, já que as crianças representam um alvo bastante vulnerável pela sua incapacidade de perceção das intenções persuasivas da publicidade. Medidas para controlar o marketing de alimentos dirigido a crianças poderão ser importantes na prevenção da obesidade infantil.
Palavras-chave:
Excesso de peso infantil
Obesidade infantil
Marketing
Publicidade
Alimentos de elevada densidade
energética
Abstract
This article is a review about food marketing directed to children and its possible relation to childhood obesity. Marketing of food and beverages, especially of those high in energy density and poor in micronutrients, can be one factor, among others, that contributes to childhood obesity by its negative influence on food consumption behaviour of children. There is some evidence that marketing influences children's food choices, preferences and consumption, food and beverage purchases and requests of these products to parents. Although the prevalence of childhood obesity is increasing, most of the advertised foods to children are rich in calories, fat, sugar and/or salt, which is a main concerning of Ethics and Public Health. Children represent a vulnerable target of marketing because of their inability to understand its persuasive intentions. Measures to control food marketing directed to children could be important in preventing childhood obesity
Keywords:
Childhood overweight
Childhood obesity
Marketing
Advertising
High energy density foods
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