Use of advertising strategies to target children in sugar‐sweetened beverages packaging in Mexico and the nutritional quality of those beverages

Summary Background A product package can be a powerful marketing tool to persuade and attract consumers at the point‐of‐sale. Evidence shows that most advertised products have low nutritional quality. Currently, Mexico has incorporated advertising regulations on food and beverage packaging. Objectiv...

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Bibliographic Details
Published in:Pediatric obesity 2021-02, Vol.16 (2), p.e12710-n/a
Main Authors: Cruz‐Casarrubias, Carlos, Tolentino‐Mayo, Lizbeth, Nieto, Claudia, Théodore, Florence L., Monterrubio‐Flores, Eric
Format: Article
Language:English
Subjects:
Advertising
Beverages
Childrens health
free sugars
nonsugar sweeteners
nutrient profile
Nutrition
Obesity
Pediatrics
Sugar
sugar‐sweetened beverages
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Summary:Summary Background A product package can be a powerful marketing tool to persuade and attract consumers at the point‐of‐sale. Evidence shows that most advertised products have low nutritional quality. Currently, Mexico has incorporated advertising regulations on food and beverage packaging. Objectives To analyze the advertising strategies used to target children on packaging and to assess the nutritional quality of sugar‐sweetened beverages available in the Mexican market. Methods Photographs of 2380 beverages available in retail stores in Mexico City from January to March 2017 were analyzed. Beverages were classified as displaying child‐directed strategies or nondirected strategies. Nutrition quality was evaluated using the Pan American Health Organization nutrient profile model. Results The use of characters was the most frequent strategy among beverages with child‐directed strategies (82.0%). The evaluation of nutrition quality found that 88.0% (P 
ISSN:2047-6302
2047-6310
DOI:10.1111/ijpo.12710