Resolution 163/2014 CONANDA: applicability in a television channel in Belém of Pará

Abstract

Objective: analyze the applicability of National Children and Young Counselor resolution number 163/2014 in a television channel of Belem city – Pará State.

Method: descriptive study in comparison to the current rules of publicity and advertisement concerning child food. The advertisements broadcasted by a local television channel, the one with the broadest audience in the city, were recorded during seven days from 8 a.m. to 6 p.m., and analyzed based on checklists.

Results: 70 hours of television broadcasting were analyzed totalizing 566 advertisements in which 18.5% (N=102) were related to food. Of the latter, 57.8% (N=59) were from sugar food group in which half of the advertisements referred to a local soda brand. With respect to food advertisements, 34.31% (N=35) of them were dedicated to children being all commercially appealing.

Conclusion: despite the advances on child publicity legislation, the industry keeps using strategies to circumvent the rules or even deny the legal aspect that involves children rights and their protection. As an example, the television channel has not followed the resolution demands from the National Children and Young Counselor.