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Publication
Influência, a curto prazo, da publicidade televisiva nas escolhas alimentares em crianças de idade pré-escolar
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Advisor(s)
Abstract(s)
Objectivo: O presente trabalho tem como objectivo investigar os efeitos, a curto prazo, da publicidade televisiva de alimentos “saudáveis” e “HFSS – high in fat, sugar and salt” (ricos
em gordura, açúcar e sal) nas escolhas alimentares infantis, e avaliar se a idade, o estado
nutricional e os hábitos de visionamento televisivo são factores determinantes nestes
efeitos. Métodos: Trata-se de um ensaio aleatório e controlado, com um grupo de controlo
(não exposto a publicidade) e dois grupos de intervenção, um exposto a anúncios de
alimentos HFSS e outro exposto a anúncios de alimentos saudáveis. Noventa crianças de
idade pré-escolar foram distribuídas aleatoriamente pelos três grupos, e após as condições
experimentais foram avaliadas as suas escolhas alimentares. Resultados: As crianças
expostas a anúncios de alimentos HFSS escolheram mais vezes os alimentos publicitados
no seu grupo do que as restantes, sendo que as escolhas das crianças mais novas e das
que apresentavam peso normal e maiores hábitos de visionamento televisivo foram as mais
influenciadas pela publicidade. Adicionalmente, quando os alimentos seleccionados foram
analisados individualmente, um hambúrguer e um chocolate (alimentos HFSS) foram mais
escolhidos pelas crianças expostas a anúncios destes alimentos comparativamente com as
restantes, sendo que o risco relativo desta escolha foi menor para as crianças que
visionaram anúncios de alimentos saudáveis. Os anúncios de alimentos HFSS foram mais
eficazes do que os de alimentos saudáveis ao persuadir as crianças relativamente às suas
escolhas alimentares. No entanto, não foram encontradas diferenças, entre os grupos, no
que respeita à densidade energética e de certos nutrientes nas escolhas alimentares das
crianças. Conclusões: Pode concluir-se que a publicidade de alimentos HFSS parece
incentivar as crianças a escolher os alimentos anunciados, pelo que a exposição à televisão
deverá ser limitada, principalmente nas crianças mais novas. Apesar da publicidade de
alimentos saudáveis não ter sido tão eficaz ao influenciar as escolhas alimentares infantis,
poderá ser uma estratégia com interesse na prevenção da obesidade infantil.
Objective: The aim of this study is to investigate the short-term effects of TV marketing of “healthy” and “HFSS - high in fat, sugar and salt” foods on children food choices, and to evaluate if age, weight status and TV viewing are determinant factors in these effects. Methods: It is a random controlled trial, with a control group (non-exposed to advertising) and two intervention groups, one exposed to HFSS foods advertisements and another exposed to healthy foods advertisements. Ninety pre-school children were randomly selected for the groups, and after the experiences their food choices were evaluated. Results: Children exposed to HFSS foods advertisements chose more advertised HFSS foods than other children, and the food choices of children that were younger, had normal weight and that watched more TV were the most influenced by this kind of food marketing. Moreover, when the selected foods were analyzed individually, a hamburger and a chocolate (HFSS foods) were more chosen by the children exposed to these foods advertisements, and the relative risk of choosing these foods significantly decreased when children watched healthy foods advertisements. HFSS foods advertisements were more efficient than healthy foods advertisements in influencing children food choices. However, no significant difference was observed, between groups, in the energy and certain nutrients density of food choices. Conclusions: It can be concluded that HFSS foods marketing seems to incentivize children choosing the advertised foods, therefore TV viewing should be restricted, especially in younger children. Although healthy food marketing was not so efficient in persuading children in their food choices, it could be an important strategy in childhood obesity prevention.
Objective: The aim of this study is to investigate the short-term effects of TV marketing of “healthy” and “HFSS - high in fat, sugar and salt” foods on children food choices, and to evaluate if age, weight status and TV viewing are determinant factors in these effects. Methods: It is a random controlled trial, with a control group (non-exposed to advertising) and two intervention groups, one exposed to HFSS foods advertisements and another exposed to healthy foods advertisements. Ninety pre-school children were randomly selected for the groups, and after the experiences their food choices were evaluated. Results: Children exposed to HFSS foods advertisements chose more advertised HFSS foods than other children, and the food choices of children that were younger, had normal weight and that watched more TV were the most influenced by this kind of food marketing. Moreover, when the selected foods were analyzed individually, a hamburger and a chocolate (HFSS foods) were more chosen by the children exposed to these foods advertisements, and the relative risk of choosing these foods significantly decreased when children watched healthy foods advertisements. HFSS foods advertisements were more efficient than healthy foods advertisements in influencing children food choices. However, no significant difference was observed, between groups, in the energy and certain nutrients density of food choices. Conclusions: It can be concluded that HFSS foods marketing seems to incentivize children choosing the advertised foods, therefore TV viewing should be restricted, especially in younger children. Although healthy food marketing was not so efficient in persuading children in their food choices, it could be an important strategy in childhood obesity prevention.
Description
Dissertação de Mestrado em Doenças Metabólicas e do Comportamento Alimentar apresentada à Faculdade de Medicina de Lisboa da Universidade de Lisboa, 2010.
Keywords
Estilos de Vida e Impacto na Saúde