RT journal article
T1 Children, Media and Food. A New Paradigm in Food Advertising, Social Marketing and Happiness Management
A1 Elías Zambrano, Rodrigo
A1 Jiménez-Marín, Gloria
A1 Galiano Coronil, Araceli
A1 Ravina Ripoll, Rafael
A2 Marketing y Comunicación
A2 Organización de Empresas
K1 advertising
K1 childhood
K1 health
K1 media
K1 PAOS Code
K1 television
AB 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.
PB MDPI
SN 1660-4601
YR 2021
FD 2021-04
LK http://hdl.handle.net/10498/24920
UL http://hdl.handle.net/10498/24920
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 06-nov-2026