A obesidade infantil e o marketing: uma análise sobre a restrição da publicidade de alimentos de baixo teor nutricional destinada ao público infantil

Abstract

Marketing, through the use of persuasive techniques, seeks to draw the attention of people about a particular good or service. In today's society, it represents a important instrument that drives consumption. However, because they do not developed sense and because they do not understand the commercial purpose of the Advertising, children are easily attracted when exposed to advertisements. Aware of this situation, the market has taken advantage of the vulnerable condition of this public, by creating a fun and playful universe around the products announced, through persuasive techniques who use a language and an image that belong to the children's environment. However, many studies point out that the advertising of industrialized foods rich in sugar, fat and / or salt contributes negatively to the child's eating behavior, making it, therefore, one of the factors responsible for the growth of obesity rates child. In the face of these issues, there is a growing debate around the need to restrict this commercial communication with children. Based on text Brazilian Constitution, the present work seeks to legitimize state regulation of the marketing of food for children as a measure of fundamental rights inherent to childhood and adolescence. It should be noted that participation of the State, society and the family in order to create an environment conducive to healthy choices for children.