Children, Media and Food. A New Paradigm in Food Advertising, Social Marketing and Happiness Management

Rodrigo Elías Zambrano, Gloria Jiménez-Marín, Araceli Galiano-Coronil and Rafael Ravina-Ripoll
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Rodrigo Elías Zambrano: Audiovisual and Advertising Department, Faculty of Communication, University of Seville, 41012 Seville, Spain
Gloria Jiménez-Marín: Audiovisual and Advertising Department, Faculty of Communication, University of Seville, 41012 Seville, Spain
Araceli Galiano-Coronil: Marketing and Communication Department, Faculty of Social Sciences and Communication and INDESS, University of Cádiz, 11406 Jerez de la Frontera, Spain
Rafael Ravina-Ripoll: Business Organization Department and INDESS, Faculty of Economics and Business, University of Cádiz, 11406 Jerez de la Frontera, Spain

IJERPH, 2021, vol. 18, issue 7, 1-14

Abstract: The growing number of children who are obese or overweight in certain countries or geographical areas is a fact, as evidenced by the continuous studies and reports on the subject, endorsed or carried out by the World Health Organisation and independent research. In this context, food and beverage advertising can contribute to this. The main objective of this research is to evaluate compliance with the Food and Drink Advertising Code for Children (PAOS Code) in Spain and its relationship with nutritional habits on television, specifically on channels aimed at children. The methodology is therefore mixed: on the one hand, a qualitative technique based on discourse analysis and, on the other, a quantitative technique based on the content analysis of the advertising broadcast for seven consecutive days on three specialised channels and two generalist channels on Spanish television. The results reveal a systematic noncompliance with this code, which translates into inadequate eating habits among children. The immediate conclusion is that 9 out of 10 parts of food and drink advertising do not comply with any of the rules of the PAOS Code and that self-regulation by the advertising companies is negligible and insufficient.

Keywords: advertising; childhood; health; media; PAOS Code; television (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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