Publicidad de alimentos y bebidas en Brasil: revisión de la literatura científica sobre regulación y auto-regulación de propagandas

Kassahara, Aline; Sarti, Flavia Mori

doi:10.1590/1807-57622016.0630

Brazil

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Revisão • Interface 22 (65) • Apr-Jun 2018 • https://doi.org/10.1590/1807-57622016.0630 linkcopiar

Publicidad de alimentos y bebidas en Brasil: revisión de la literatura científica sobre regulación y auto-regulación de propagandas

Autoría SCIMAGO INSTITUTIONS RANKINGS

Los efectos de estrategias de marketing para promoción de alimentos y bebidas se han investigado debido a los potenciales impactos sobre elecciones alimenticias poblacionales, particularmente entre niños y adolescentes. El artículo presenta una revisión de la literatura académica sobre regulación y auto-regulación de propagandas de alimentos y bebidas en Brasil, con base en una búsqueda realizada en bases de datos electrónicas. La mayoría de los estudios identificados se refería al análisis de la legislación o estudio cualitativo de las propagandas. Hay evidencias de la necesidad de regulación de las propagandas dirigidas a niños y adolescentes en complementación al sistema de auto-regulación institucional para el combate a las transgresiones éticas identificadas en propaganda de alimentos y bebidas en Brasil. Adicionalmente, hay la necesidad de aplicación de penalidades severas para transgresiones éticas, así como incentivos a las acciones de apoyo a la alimentación saludable para componer un sistema efectivo de promoción de la salud pública.

Publicidad de alimentos; Regulación y fiscalización en salud; Publicidad directa al consumidor

Title	Year	Method	Findings
Lopes et al. ³⁵	2005	Qualitative study	Analysis of the content of food and medication advertisements circulated between November 2004 and June 2005 in the state of Goias, showing the need for advertisements monitoring due to noncompliance with ethical standards.
Fagundes and Souza ³⁶	2007	Law analysis	Analysis of the prerogatives related to monitoring of advertisements of products regulated by health surveillance in Brazil, indicating the lack of control in the supervision process of advertisements. According to the results of the Brazilian Public Consultation 71/2006, the focus of supervision should be protection of citizens’ health.
Santos and Batalha ³⁷	2007	Qualitative study	Description of the contents of food and beverage advertisements aired in three open TV channels with high audience between August and September 2005 in the city of Sao Carlos (state of Sao Paulo, Brazil), indicating significant level of ethical transgressions for processed foods advertisements. Yet, states that evidences published with experiences from other countries are inconclusive concerning the linkage between food marketing ban and discouragement for adoption of unhealthy diets.
Guimarães ³⁸	2008	Law analysis	Comparative analysis of aspects monitored in food advertisements by CONAR and ANVISA, showing that there are important differences between characteristics considered by both institutions, since CONAR Code of Ethics included several items that were not applicable for monitoring food advertisements. Other countries with government regulation of advertisement adopt specific regulation for foods and beverages.
Pinheiro and Carvalho ³⁹	2008	Essay	Description of historical context referring to social policy in Brazil and its deployments in the field of food and nutrition, indicating the need for strengthening government regulation within a strategic framework to address the ongoing nutrition transition in the country.
Rebouças ⁴⁰	2008	Law analysis	Comparative analysis of the differences between self-regulatory models directed to food advertisement adopted in Canada (Québec) and Brazil, showing that the Canadian model includes social mobilization and the Brazilian model is supported by the food market cartel. That is, in Brazil, the focus of debate on food advertisements monitoring was on media funding; whereas in Canada, it was on food companies reputations.
Ferraz Junior ⁴¹	2009	Law analysis	Analysis of the jurisdiction potentially attributable to ANVISA on monitoring and control of marketing, advertisement and information on foods and beverages, through administrative acts; indicating the absence of legal grounds to support its intervention in regulation of food and beverage advertisements. ANVISA acts are limited to education campaigns due to legal limits established by Brazilian Constitution regarding interference in the economic domain.
Monteiro and Castro ⁴²	2009	Essay	Description of arguments pro and con food marketing regulation expressed by diverse actors in Brazil, defending the need for government intervention regarding the advertisement of processed foods and beverages.
Bragaglia ⁴³	2010	Literature review	Comparative analysis of the regulatory structures on food and beverage marketing in Spain and Brazil, indicating larger number of specific ethical norms for marketing directed to children in Spain.
Carratore ⁴⁴	2010	Law analysis	Analysis of the Law Project 5.921/01, intended to limit the circulation of children-targeted marketing in television during certain periods of the day (07:00 to 21:00). Nevertheless, studies have shown that children and adolescents usually watch television in other periods, that is, the regulation would probably fail to have any practical effect.
Gomes et al. ⁴⁵	2010	Literature review	Comparative analysis of the differences in behavior of transnational food and beverage companies regarding products advertisement in diverse countries, showing that compliance with ethical rules of advertisement in developed countries due to firms’ strategies to maintain reputation is dissonant in relation to advertisement practices in developing countries.
Henriques ⁴⁶	2010	Law analysis	Interpretation of laws prevailing in Brazil referring to food and beverage advertisement, pointing to effective illegality of marketing strategies directed to children and lack of efficiency in self-regulation, especially due to funding provided by the own regulated industry.
Lemos et al. ⁴⁷	2010	Descriptive study	Analysis of evolution patterns in food and beverage advertisements denounced to CONAR between 1998 and 2009, indicating increasing volume of ethical transgressions in advertisements of alcoholic beverages and processed foods. Adoption of self-regulatory models for food and beverage advertisements seemed insufficient to restrain the adoption of deceptive and/or abusive contents.
Santos and Batalha ⁴⁸	2010	Qualitative study	Analysis of the contents of food advertisement aired in three open TV channels with high audience between with high audience between August and September 2006 in the city of Sao Carlos (state of Sao Paulo, Brazil), showing that TV advertisements focus on children and women, emphasizing affective characteristics and lacking information on nutritional value.
Silva ⁴⁹	2010	Essay	Analysis of the history of marketing directed to infant audience in Brazil, its language and potential effects on children’s perception, selecting diverse advertisements for analysis in relation to specific regulation related to advertisement, consumer rights and children.
Marins et al. ⁵⁰	2011	Qualitative study	Analysis of 20 advertisements on food and beverages published from June to October 2006 in newspapers and magazines, calling for wider discussion on marketing strategies due to identification of advertisements that disregard consumers’ needs for information on nutritional aspects.
Reis et al. ⁵¹	2011	Literature review	Analysis of literature on regulation of food and beverage advertisements in diverse countries, showing that there are usually legal restrictions for TV advertisement. In Brazil, regulation proposals and law projects recommended banning advertisement directed to children during certain hours.
Henriques et al. ⁵²	2012	Qualitative study	Analysis of food and beverage advertisements directed to children aired in two TV channels in July 2008, showing that 100% of advertisements included transgressions in at least three clauses proposed in the Brazilian Public Consultation 71/2006.
Prado et al. ⁵³	2012	Essay	Analysis of documents related to regulation on food and beverage advertisement directed to children, indicating that several studies point to negative impacts on children’s eating behavior and that diverse countries adopt restrictions to marketing for children.
Teixeira et al. ⁵⁴	2012	Literature review	Analysis of 27 studies published between 2000 and 2012 on initiatives to support and protect healthy eating implemented in Brazil, concluding that the country needs regulation for promotion of healthy food consumption.
Pain and Reinert ⁵⁵	2013	Qualitative study	Analysis of three case studies of food advertisement directed to children, in order to discuss regulation of food marketing in Brazil, highlighting that none of the advertisements examined included nutritional information or explanations on potential benefits or risks to health.
Pelegrini and Schiavo ⁵⁶	2013	Essay	Study of recent aspects involving the regulation of advertisement in Brazil, especially the role of social actors exerting political pressure for governmental rejection of proposals for regulation of food advertisement directed to children, pointing to cultural trends towards submission and restriction to citizenship in the country.
Burlandy et al. ⁵⁷	2014	Literature review	Review of literature published between 2000 and 2014, highlighting the conflicts and interests of public and private sectors involved in initiatives related to food and nutrition within intersectoral proposals to address the challenges posed by chronic non-communicable diseases in Brazil.
Henriques et al. ⁵⁸	2014	Law analysis	Comparative analysis of the proposal extracted from the Brazilian Public Consultation 71/2006 in relation to the Resolution of Executive Board of ANVISA (RDC 24/2010), indicating that the original proposal contained detailed regulation on food and beverage advertisement that were excluded from RDC 24/2010. Lobbies from the food and beverage industry and the media sector may have influenced the final version of the document approved by the government.
Rubio and Santos ⁵⁹	2014	Descriptive study	Analysis of the advertisements adjudicated by CONAR in the category of ethical transgressions related to “children and adolescents” from 2006 to 2012, showing that CONAR had proactive role in denouncement and punishment of transgressions, favoring the qualitative improvement of advertisements.
Bacardí-Gascón and Jiménez-Cruz ⁶⁰	2015	Literature review	Analysis of studies published between 1986 and 2015 on regulation of food and beverage TV advertisement in Latin America and USA, indicating that there was substantial exposure of children to food and beverage advertisements in diverse countries, regardless of regulation. Self-regulatory models adopted in Latin America seemed to be less effective than in developed countries.
Vendrame et al. ⁶¹	2015	Qualitative study	Analysis of five TV beer advertisements based on the revision performed in 2010 on the Code of Ethics of CONAR, showing that health professional experts and adolescents agreed on the ethical transgressions represented in the advertisements. The lack of efficacy in self-regulation should be considered in public policies against alcohol consumption.

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[TFN1] Source: The Authors, based on literature review.