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Publication
Publicidade dirigida a crianças: restrições impostas à realidade alimentar portuguesa
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Advisor(s)
Abstract(s)
É amplamente reconhecido que a publicidade alimentar dirigida a crianças
pode comprometer negativamente os seus comportamentos e preferências
relativamente à adoção de uma dieta mais equilibrada, variada e saudável.
Deste modo, o Governo português implementou restrições nesta matéria,
em consonância com recomendações internacionais, visando reduzir
sobretudo a expressiva prevalência de excesso de peso (pré-obesidade
e obesidade) na população infantil e juvenil. Neste âmbito, procedeu-se à
avaliação do valor energético e dos teores de sal, açúcar e ácidos gordos
saturados em diversas categorias de alimentos disponíveis no mercado
nacional e à comparação com os valores-limite definidos pelo Despacho
n.º 7450-A/2019, publicado para efeitos de aplicação da Lei n.º 30/2019 de
23 de abril destinada a introduzir restrições à publicidade dirigida a menores de 16 anos. Os produtos alimentares, das seis categorias estudadas:
bolachas e biscoitos, snacks e batatas fritas, leites aromatizados, refrigerantes, cereais de pequeno-almoço, e iogurtes sólidos e líquidos, apresentaram em geral (86,2%) valores energéticos e/ou teores de sal, açúcar total
e ácidos gordos saturados muito elevados para poderem ser publicitados
a crianças menores de 16 anos. A aplicação da Lei n.º 30/2019, para além
de diminuir a exposição das crianças a estes produtos, traduzir-se-á,
muito provavelmente, a curto prazo, na disponibilização progressiva no
mercado português de produtos mais saudáveis destas categorias, que
são ampla e regularmente consumidas por crianças, mesmo sem serem
publicitados.
It is widely recognized that food advertising aimed at children can negatively compromise their behaviour and preferences regarding the adoption of a more balanced, varied and healthy diet. In this way, the Portuguese Government has implemented restrictions in this matter, in line with international recommendations, aiming mainly to reduce the significant prevalence of overweight (pre-obesity and obesity) in the child and youth population. In this context, it was carried out the evaluation of the energy, salt, sugar and saturated fatty acids contents in several categories of foods, available in the national market, and the comparison with the limit values defined by Order n.º 7450-A/2019, published with the purpose of the Law n.º 30/2019 application, that introduces restrictions on the food advertising aimed at children under 16 years. Food products, of the six studied categories: cookies and biscuits, snacks and chips, flavoured milk, soft drinks, breakfast cereals, and solid and liquid yogurts; presented in general (86.2%) very high levels of energy and/or of salt, total sugar and saturated fat to be advertised to children under 16 years old. The application of the Law nº 30/2019, in addition to reducing the exposure of children to this kind of products, will probably lead to the progressive availability on the Portuguese market of healthier products of these categories, which are widely and regularly consumed by children, even without being advertised.
It is widely recognized that food advertising aimed at children can negatively compromise their behaviour and preferences regarding the adoption of a more balanced, varied and healthy diet. In this way, the Portuguese Government has implemented restrictions in this matter, in line with international recommendations, aiming mainly to reduce the significant prevalence of overweight (pre-obesity and obesity) in the child and youth population. In this context, it was carried out the evaluation of the energy, salt, sugar and saturated fatty acids contents in several categories of foods, available in the national market, and the comparison with the limit values defined by Order n.º 7450-A/2019, published with the purpose of the Law n.º 30/2019 application, that introduces restrictions on the food advertising aimed at children under 16 years. Food products, of the six studied categories: cookies and biscuits, snacks and chips, flavoured milk, soft drinks, breakfast cereals, and solid and liquid yogurts; presented in general (86.2%) very high levels of energy and/or of salt, total sugar and saturated fat to be advertised to children under 16 years old. The application of the Law nº 30/2019, in addition to reducing the exposure of children to this kind of products, will probably lead to the progressive availability on the Portuguese market of healthier products of these categories, which are widely and regularly consumed by children, even without being advertised.
Description
Keywords
Alimentação Infantil Publicidade Crianças Portugal Critérios Nutricionais Segurança Alimentar Composição dos Alimentos Alimentação Saudável Hábitos Alimentares Estilos de Vida e Impacto na Saúde
Pedagogical Context
Citation
Boletim Epidemiológico Observações. 2020 janeiro-abril;9(26):48-53
Publisher
Instituto Nacional de Saúde Doutor Ricardo Jorge, IP