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Nutritional Quality of Hidden Food and Beverage Advertising Directed to Children: Extent and Nature of Product Placement in Mexican Television Programs

Author

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  • Ana Munguía-Serrano

    (Center for Nutrition and Health Research, National Institute of Public Health, Cuernavaca, Morelos 62100, Mexico)

  • Lizbeth Tolentino-Mayo

    (Center for Nutrition and Health Research, National Institute of Public Health, Cuernavaca, Morelos 62100, Mexico
    El Colegio de Chihuahua, Partido Díaz 4723, Progresista, Ciudad Juárez, Chihuahua 32310, Mexico)

  • Florence L. Théodore

    (Center for Nutrition and Health Research, National Institute of Public Health, Cuernavaca, Morelos 62100, Mexico)

  • Stefanie Vandevijvere

    (School of Population Health, The University of Auckland, Auckland 1142, New Zealand)

Abstract

(1) Background: Nutrient-poor, energy-dense food and beverage (F&B) advertisements influence children’s food preferences, consumption, and purchase requests, contributing to overweight and obesity. Objective: To characterize the nutritional quality of F&B advertised by product placement (PP) in Mexican television programs with the highest audience ratings for children. (2) Methods: A total of 48 h of television programs between December 2016 and January 2017 during the hours with the highest ratings for children were analyzed. Nutritional quality was assessed through the Mexican Ministry of Health (MMH-NPM), the World Health Organization Regional Office for Europe (WHO-Europe), and the Pan American Health Organization nutrient profile models (PAHO-NPM). (3) Results: A total of 119 F&B were broadcast, of which more than 60% were unhealthy according to the three nutritional models. Reality shows and movies presented the most PP advertising. The food category most frequently advertised was sugar-sweetened beverages (41.2%). F&B advertised in children’s programs had a higher content of energy, total fat, and saturated fat ( p < 0.01). (4) Conclusion: The MMH-NPM was the most permissive and the PAHO-NPM was the strictest for evaluating nutritional quality. Mexico must strengthen the regulation of advertising to protect children from its negative effects on health.

Suggested Citation

  • Ana Munguía-Serrano & Lizbeth Tolentino-Mayo & Florence L. Théodore & Stefanie Vandevijvere, 2020. "Nutritional Quality of Hidden Food and Beverage Advertising Directed to Children: Extent and Nature of Product Placement in Mexican Television Programs," IJERPH, MDPI, vol. 17(9), pages 1-11, April.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:9:p:3086-:d:351765
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    References listed on IDEAS

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    1. Tonatiuh Barrientos-Gutierrez & Rodrigo Zepeda-Tello & Eliane R Rodrigues & Arantxa Colchero-Aragonés & Rosalba Rojas-Martínez & Eduardo Lazcano-Ponce & Mauricio Hernández-Ávila & Juan Rivera-Dommarco, 2017. "Expected population weight and diabetes impact of the 1-peso-per-litre tax to sugar sweetened beverages in Mexico," PLOS ONE, Public Library of Science, vol. 12(5), pages 1-15, May.
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    Cited by:

    1. Sofía Rincón-Gallardo Patiño & Fabio Da Silva Gomes & Steven Constantinou & Robin Lemaire & Valisa E. Hedrick & Elena L. Serrano & Vivica I. Kraak, 2021. "An Assessment of Government Capacity Building to Restrict the Marketing of Unhealthy Food and Non-Alcoholic Beverage Products to Children in the Region of the Americas," IJERPH, MDPI, vol. 18(16), pages 1-17, August.
    2. Erica G. Soltero & Alejandra Jáuregui & Edith Hernandez & Simón Barquera & Edtna Jáuregui & Juan Ricardo López-Taylor & Luis Ortiz-Hernández & Lucie Lévesque & Rebecca E. Lee, 2021. "Associations between Screen-Based Activities, Physical Activity, and Dietary Habits in Mexican Schoolchildren," IJERPH, MDPI, vol. 18(13), pages 1-10, June.

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