• JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
 
  Bookmark and Share
 
 
Master's Dissertation
DOI
10.11606/D.89.2016.tde-04082016-090711
Document
Author
Full name
Aline Kassahara
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2016
Supervisor
Committee
Sarti, Flávia Mori (President)
Crescitelli, Edson
Torres, Elizabeth Aparecida Ferraz da Silva
Title in Portuguese
Monitoramento da propaganda de alimentos e bebidas no Brasil: uma análise das transgressões de normas éticas julgadas pelo Conselho Nacional de Autorregulamentação Publicitária
Keywords in Portuguese
Ética
Propaganda de alimentos
Publicidade
Regulação
Saúde pública
Abstract in Portuguese
Há crescentes evidências do papel da divulgação publicitária de alimentos e bebidas na promoção e consolidação de padrões de alimentação potencialmente prejudiciais à saúde da população. Críticas de diversos atores sociais em vários países ao conteúdo de propagandas de alimentos e bebidas sugerem necessidade de regulação pelo setor público ou setor privado. No Brasil, o Código Brasileiro de Autorregulamentação Publicitária constitui padrão normativo relacionado aos aspectos éticos estipulados para propagandas; sendo descumprimento das normas estabelecidas passível de penalidade estabelecida pelo Conselho Nacional de Autorregulamentação Publicitária (CONAR). O objetivo do presente estudo é analisar tendência das denúncias quanto ao descumprimento de normas éticas em propagandas de alimentos e bebidas no Brasil, julgadas pelo CONAR entre 1999 e 2015, segundo grupos de alimentos e bebidas, assim como perfil das penalidades atribuídas, dentro do contexto da investigação científica sobre regulação da propaganda de alimentos e bebidas no país. O estudo baseou-se em duas estratégias de pesquisa: revisão sistemática de literatura e análise de banco de dados de propagandas de alimentos denunciadas ao CONAR no período de 1999 até 2015. Bebidas alcoólicas (44,4%), refrigerantes e bebidas adoçadas (13,5%) e bolos e doces em geral (8,5%) foram setores da indústria de alimentos e bebidas responsáveis pela maioria das transgressões éticas denunciadas em propagandas no Brasil. Ou seja, verificou-se expressivo volume de denúncias de propagandas dos setores da indústria de alimentos associados com graves problemas de saúde pública, como abuso de álcool e obesidade. Vários estudos apontam influência das propagandas de alimentos no processo de escolhas do consumidor, gerando impactos na evolução dos padrões alimentares populacionais. A baixa frequência de punições rigorosas possivelmente reduz efeitos restritivos do monitoramento de propagandas de alimentos e bebidas, que tem sido conduzido por autorregulação no Brasil.
Title in English
Monitoring of food advertisement in Brazil: an analysis of transgressions of ethical norms adjudicated by the National Council for Marketing Self-Regulation.
Keywords in English
Ethics
Food marketing
Public health
Publicity
Regulation
Abstract in English
There are increasing evidences regarding the role of publicity of foods and beverages in promoting and consolidating consumption patterns potentially prejudicial to populations' health. Critics of diverse social actors in numerous countries referring to the contents of advertisement of foods and beverages suggest the need for regulation by public or private sector. In Brazil, the Brazilian Code for Marketing Self-Regulation is the normative standard related to ethical aspects established for advertisement; and noncompliance to the norms are subject to investigation and penalties by the National Council for Marketing Self-Regulation (CONAR). The objective of the present study is to analyze the complaints of noncompliance of ethical norms in foods and beverages advertisements in Brazil, adjudicated by CONAR between 1999 and 2015, according to groups of foods and beverages, and the patterns of penalties attributed to the responsible parties, in the context of the scientific research on the regulation of foods and beverages in the country. The investigation was based on two research strategies: literature review and analysis of database of complaints on foods and beverages advertisements adjudicated by CONAR from 1999 until 2015. Alcoholic beverages (44.4%), sweetened beverages and sodas (13.5%) and cookies and candies (8.5%) were sectors of food and beverage industry with highest number of complaints of ethical transgressions in advertisement in Brazil. That is, there was significant amount of complaints of advertisements distributed by sectors of foods and beverages associated with high prevalent public health, as alcoholism and obesity. Diverse studies point to the influence of foods and beverages advertisements on consumers' choices, resulting in impacts on trends of food consumption patterns among populations. Low occurrence of rigorous penalties imposed by CONAR possibly reduces the restrictive effects of food and beverage advertisement monitoring conducted by self-regulation in Brazil.
 
WARNING - Viewing this document is conditioned on your acceptance of the following terms of use:
This document is only for private use for research and teaching activities. Reproduction for commercial use is forbidden. This rights cover the whole data about this document as well as its contents. Any uses or copies of this document in whole or in part must include the author's name.
Publishing Date
2016-08-15
 
WARNING: Learn what derived works are clicking here.
All rights of the thesis/dissertation are from the authors
CeTI-SC/STI
Digital Library of Theses and Dissertations of USP. Copyright © 2001-2019. All rights reserved.