2026-06-14T03:28:48Zhttps://repisalud.isciii.es/rest/oai/requestoai:repisalud.isciii.es:20.500.12105/93012025-06-06T09:31:06Zcom_20.500.12105_2052com_20.500.12105_2051col_20.500.12105_19608col_20.500.12105_19613
Repisalud
author
León-Flández, Karimen
author
Royo-Bordonada, Miguel Angel
author
Moya Geromini, Maria Angeles
author
Bosqued-Estefania, Maria Jose
author
Lopez Jurado, Lazaro
author
Damian, Javier
funder
Instituto de Salud Carlos III
2020-03-23T09:02:44Z
2020-03-23T09:02:44Z
2018-07
Int J Public Health. 2018 Jul;63(6):733-742.
10.1007/s00038-018-1085-7
1661-8564
1661-8556
International journal of public health
29500473
http://hdl.handle.net/20.500.12105/9301
OBJECTIVES: To analyse marketing techniques used in television advertisements of food and drinks (AFDs) directed to children, and their nutritional quality. METHODS: This is a cross-sectional study of television AFDs directed to children in Spain over 7 days in 2012. Primary appeal, persuasive and nutritional marketing techniques, and links to Internet were registered. The foods were classified according to their nutritional quality using an international codification system and the UK nutrient profile model. Frequency of AFDs using marketing techniques and percentages for unhealthy products were calculated. RESULTS: Taste and fun were the main primary appeals used. Persuasive and nutritional marketing techniques and links to Internet were used in 61%, 68.5% and 65.2% of AFDs, respectively. These techniques were more common during weekdays, enhanced protection time slots and on channels with particular appeal to children. More than two-thirds of AFDs using these techniques were for unhealthy products, reaching 96.2% of AFDs with premium offers and gifts. CONCLUSIONS: There is an extensive use of marketing techniques in television AFDs directed to children in Spain. Most products advertised were unhealthy, so stronger governmental regulations are required.
eng
Children
Food advertising
Food marketing
Marketing techniques
Television
Marketing techniques in television advertisements of food and drinks directed at children in Spain, 2012
research article
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URL
https://repisalud.isciii.es/bitstreams/77276a2e-287d-44bd-b58e-eab8f3841c72/download
File
MD5
735238696e88bac712dc3f8ddca97158
260166
application/pdf
MarketingTechniquesTelevisionAdvertisements_2018.pdf
URL
https://repisalud.isciii.es/bitstreams/1c9090d7-4338-4765-bdfb-1d70e587487b/download
File
MD5
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text/plain
MarketingTechniquesTelevisionAdvertisements_2018.pdf.txt