Abstract

Author(s): Crovetto Mattassi, Mirta1; Coñuecar Silva, Sofía2

Introduction: Obesity factor in the development of noncommunicable diseases. It stands out among its causes watching television that promotes a sedentary lifestyle and consumption of foods high in critical nutrients through their advertising strategies.

Objective: To describe the frequency, duration and nutritional content of food advertising broadcast on channels of the National Association of Television of Chile during November 2010, according to groups and sub-groups of food.

Methods: Cross-sectional study shows directed. It was observed food advertising broadcast on channels of the National Association of Chilean TV from Monday to Sunday from 8: 00-22: 00 hours between 7 and 28 November 2010. The data were collected by observation structured with direct registration pre-designed instruments and analysis was performed by groups and sub-groups of food.

Results: Of the 392 hours was observed 17% advertising and 24% of this food advertising. The drinks and teas, milk, snacks and grain, groups and soft drinks, yogurt, and juice subgroups had the highest frequency and/or duration. The nutritional composition of the food groups presented a range 10,4-48,6g carbohydrates, 0,4-13,1g total fat, 0,4-3,7g saturated fat and 25,4- 247,7mg sodium per 100g or ml of product.

Discussion: The results demonstrate the importance of effectively regulate food advertising broadcast on Chilean television, especially aimed at children.

Conclusions: Chilean food advertising has a high content of critical nutrients that may impact on obesity and noncommunicable diseases.