Claims and errors in food and nutrition advertisements broadcast by two Spanish television channels (original) (raw)

1995, Journal of Human Nutrition and Dietetics

This investigation analyses the messages delivered in food/nutrition advertisements broadcast by Spanish TV (n = 489). The study period covered the 6 peak hours of each day during the first week of October 1993. Advertisements were coded for product type and advertising claims. The messages most frequently used to promote the sale of a product were taste (58%). followed by quality (27%), novelty (26%), healthiness (23%), nutritional value (19%) and natural composition (11%). Advertisements promoting cereals, soft bread, dairy products, baby food, instant cocoa, supplements, fats and oils dealt more with nutritional value, vitamin, mineral or fibre content, and with the product's health-giving qualities or value in aiding growth and performance. Ninety-four per cent of advertisement presenters/protagonists were slim or very slim. Thirty-eight per cent of advertisements contained images of foodstuffs not found in the advertised product at all. Generally these were foodstuffs whose consumption is recommended or normally considered healthy by most people. Milk, fruit, bread, greens, juices and vegetables appeared often. The advertisements made an important number of claims with respect to nutrition. In some cases these messages were incorrect and could contribute to the dissemination of distorted or incorrect ideas. These results could help nutrition educators address the problems of misleading advertising and help identify the types of messages received by people when watching television.