Advertising and feeding: influence of graphical advertisements on dietary habits during childhood and adolescence

An optimal nutritional diet, especially during the infancy and adolescence, is an important social objective, to create habits and behaviours that will maintain during the adult life of the present children. The objective of this study is to collect and evaluate the publicity of nutritional products and how this is directed to children, before the approval of the codex of regulation of the publicity of nutritional products as directed to minors, prevention of obesity and health (codex PAOS) and after the start of the codex. SETTING, MATERIALS AND METHODS: To watch and collect data from commercials of nutritional products, such as transmitted by television during the infant programs. The obtained results show a great discrepancy between the diet constituted by the commercials for nutritional products and a diet, normally recommended for children. Besides this, nos changes in the commercials were noticed after the start of the codex. The commercials for nutritional products with a very high caloric value are transmitted to children during the infant programs are not appropriate for an optimal diet. The start of the Codex PAOS did not have much effect in the amount and quality of the commercials of nutritional products, such as directed to the infant public.