Efecto de los comerciales de alimentos ultra-procesados en los niños participantes de las ludotecas NAVES emitidos en dos canales de televisión

Abstract

This article is the result of the research "Effects of ultra-processed food commercials on children participating in the NAVES toy libraries" which aims to make visible the perceptions of children against television advertising of ultra-processed foods and their influence on the selection and consumption of food. This was developed during the months of January to May of 2014, using commercials that promote ultra-processed foods broadcast on two Colombian television channels during the children's strip, which were presented to children between 7 and 12 years old participating in the Toy libraries of the municipalities of Chiquinquirá-Boyacá and Bugalagrande-Valle del Cauca. The research was oriented from a qualitative basic research methodology, following an empirical - analytical approach. The results provide important elements in understanding the influence of the media on the consumption of foods considered unhealthy in childhood, which are related to the increase in obesity and the lack of food advertising regulation mechanisms directed to children in Colombia.