{"id":61993,"date":"2019-12-05T08:50:15","date_gmt":"2019-12-05T07:50:15","guid":{"rendered":"https:\/\/gastronomicament.cat\/els-anuncis-alimentaris-mes-vistos-pels-infants-de-4-a-12-anys-son-de-productes-descas-valor-nutritiu"},"modified":"2022-04-09T09:44:23","modified_gmt":"2022-04-09T07:44:23","slug":"els-anuncis-alimentaris-mes-vistos-pels-infants-de-4-a-12-anys-son-de-productes-descas-valor-nutritiu","status":"publish","type":"post","link":"https:\/\/gastronomicament.cat\/de\/els-anuncis-alimentaris-mes-vistos-pels-infants-de-4-a-12-anys-son-de-productes-descas-valor-nutritiu","title":{"rendered":"Els anuncis alimentaris m\u00e9s vistos pels infants de 4 a 12 anys s\u00f3n de productes d’esc\u00e0s valor nutritiu"},"content":{"rendered":"

M\u00e9s del 40% dels infants de l’Estat espanyol s\u00f3n obesos o tenen sobrep\u00e8s, dada que situa Espanya al capdavant d’Europa en obesitat infantil. Un dels fronts que cal atacar per a afrontar un problema de salut p\u00fablica que \u00e9s multifactorial \u00e9s la publicitat aliment\u00e0ria adre\u00e7ada a menors. Ho evidencia un estudi publicat en acc\u00e9s obert a la revista\u00a0Nutrients<\/em>, de tres investigadores, dues de la Universitat Oberta de Catalunya (UOC) i una de la Universitat Pompeu Fabra (UPF). Les expertes recomanen m\u00e9s control sobre els anuncis de productes de baix valor nutritiu i m\u00e9s restriccions per al conjunt de normes que autoregulen la publicitat aliment\u00e0ria adre\u00e7ada als infants.<\/p>\n

Codi d’autoregulaci\u00f3 inefica\u00e7
\n<\/strong><\/p>\n

L’estudi revela que el Codi d’autoregulaci\u00f3 de publicitat d’aliments i begudes adre\u00e7ada a menors (PAOS) \u00e9s inefica\u00e7 i no ajuda a prevenir l’obesitat. \u00abEs vulneren repetidament diversos principis del codi i, a m\u00e9s, no es t\u00e9 en compte que el gran consum de publicitat dels menors es produeix fora de l’horari protegit\u00bb, afirma Mireia Monta\u00f1a, principal autora de l’article i investigadora del Grup de recerca en Aprenentatges, Mitjans de comunicaci\u00f3 i Entreteniment (GAME) de la UOC, que ha treballat juntament amb\u00a0M\u00f2nika Jim\u00e9nez-Morales<\/strong>\u00a0de la UPF i\u00a0Merc\u00e8 V\u00e0zquez<\/strong>\u00a0tamb\u00e9 de la UOC.<\/p>\n

\u00c9s important destacar la import\u00e0ncia de la televisi\u00f3 entre els menors. El 90% dels nens i nenes continua veient continguts televisius habitualment i el 80% els consumeix, di\u00e0riament, fora del que es considera horari infantil.<\/p>\n

Menys nutritiu, m\u00e9s seductor
\n<\/strong><\/p>\n

Les tres investigadores van analitzar durant tres anys, del 2016 al 2018, els anuncis emesos en la franja hor\u00e0ria m\u00e9s vista pels infants de 4 a 12 anys. En primer lloc, van analitzar la qualitat nutricional (l’etiqueta\u00a0Nutriscore<\/strong>, un codi de colors que indica si els aliments s\u00f3n m\u00e9s o menys saludables) dels productes dels espots m\u00e9s vistos, 905, i de 300 campanyes televisives. Despr\u00e9s, van correlacionar el valor nutricional amb l’estrat\u00e8gia discursiva que s’havia fet servir com a reclam publicitari.<\/p>\n

Els anuncis m\u00e9s vistos corresponen majorit\u00e0riament a productes alimentaris de poca qualitat nutritiva, \u00abcosa que de cap manera ajuda a prevenir l’obesitat entre aquesta poblaci\u00f3\u00bb, exposa Monta\u00f1a.<\/p>\n

Tamb\u00e9 observen que a mesura que baixa la qualitat nutricional dels productes que s’anuncien, m\u00e9s alta \u00e9s la pres\u00e8ncia d’elements que transmeten idees relacionades amb experi\u00e8ncies positives, que no tenen res a veure amb els productes. Diversi\u00f3, felicitat, aventura i \u00e8xit s\u00f3n alguns dels conceptes recurrents en la publicitat de productes de valor nutricional m\u00e9s baix. \u00abAquests est\u00edmuls encoratgen els infants, molt vulnerables davant d’aquestes estrat\u00e8gies discursives, a consumir aquests productes, oferint-los emocions i experi\u00e8ncies positives de la compra\u00bb, diu Monta\u00f1a.<\/p>\n

Trastorns del comportament
\n<\/strong><\/p>\n

\u00abAquesta relaci\u00f3 entre el menjar i les emocions \u00e9s particularment alarmant\u00bb, adverteix l’autora de la UOC. Diversos estudis han relacionat el consum d’aliments de poc valor nutricional amb un estat d’\u00e0nim personal baix, un fet que es coneix com a menjar emocional (emotional eating). El concepte es refereix a les persones que busquen compensar les seves necessitats emocionals amb la ingesta de productes, sobretot rics en energia, per\u00f2 de poc valor nutritiu.<\/p>\n

Tamb\u00e9 s’ha demostrat en estudis anteriors que la publicitat de productes que es mengen per plaer per\u00f2 sense gana \u2014com la xocolata o les patates fregides\u2014 poden modificar el comportament i causar alteracions aliment\u00e0ries, com ara el trastorn per afartament.<\/p>\n

\u00abTenint en compte les repercussions negatives que t\u00e9 per a la salut i, sobretot, la vulnerabilitat dels infants, creiem que \u00e9s necess\u00e0ria una revisi\u00f3 de l’acceptaci\u00f3 d’un discurs publicitari hedonista que pot acabar provocant un decrement del benestar de les persones\u00bb, explica Monta\u00f1a.<\/p>\n

M\u00e9s control, m\u00e9s comprom\u00eds
\n<\/strong><\/p>\n

Amb les dades sobre la taula, les investigadores recomanen que el Govern espanyol apliqui una pol\u00edtica m\u00e9s restrictiva per a la publicitat d’aliments de valor cal\u00f2ric alt i poc valor nutritiu.<\/p>\n

\u00abConsiderem que cal un comprom\u00eds m\u00e9s gran de la ind\u00fastria aliment\u00e0ria espanyola, de les ag\u00e8ncies publicit\u00e0ries i dels anunciants perqu\u00e8 la lluita per a prevenir l’obesitat infantil sigui realment efectiva\u00bb, escriuen les investigadores en les conclusions de l’estudi.<\/p>\n

I hi afegeixen: \u00abLa mesura servir\u00e0 per a protegir millor els menors davant de productes de poca qualitat aliment\u00e0ria en franges de m\u00e0xima audi\u00e8ncia, i demostrarem que som coherents entre la realitat que vivim i les mesures de prevenci\u00f3 de l’obesitat infantil implantades pel Govern espanyol\u00bb.<\/p>\n

Per avan\u00e7ar en el coneixement de l’impacte de la publicitat aliment\u00e0ria en l’obesitat infantil, les investigadores indiquen que cal fer m\u00e9s estudis que comparin pa\u00efsos europeus amb diferents sistemes de regulaci\u00f3 de la publicitat infantil, els nivells de consum d’aquests productes i l’evoluci\u00f3 dels \u00edndexs de l’obesitat infantil.<\/p>\n

Article de refer\u00e8ncia:\r\nMonta\u00f1a, M.; Jim\u00e9nez-Morales, M.; V\u00e0zquez, M. (2019). \u00abFood Advertising and Prevention of Childhood Obesity in Spain: Analysis of the Nutritional Value of the Products and Discursive Strategies Used in the Ads Most Viewed by Children from 2016 to 2018\u00bb. Nutrients (vol. 11, n\u00fam. 2873). Doi:\u00a0https:\/\/doi.org\/10.3390\/nu11122873<\/a>.<\/pre>\n
Autor fotografia:\u00a0mojzagrebinfo<\/a><\/pre>\n
 <\/p>\n","protected":false},"excerpt":{"rendered":"
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