Title "Marketing through Claims": A Cross-Sectional Analysis of Child-Targeted Food Packaging Claims within the Spanish Market
External publication No
Means Nutrients
Scope Article
Nature Científica
JCR Quartile 1
SJR Quartile 1
Publication date 01/11/2023
ISI 001100191100001
DOI 10.3390/nu15214548
Abstract Food advertising, especially on packaging, impacts children\'s choices. Food companies make different claims on packaging as a marketing techniques to make their products more appealing, enhancing their perceived healthiness, even in unhealthy products. Although the use of some claims is regulated, there are legal loopholes that could confuse young consumers and that concern global authorities. To shed light on the matter, it is necessary to have a comprehensive understanding of the performance of all types of claims made by food companies in food products targeting children. We examined 458 products from Spanish markets in two periods through a cross-sectional content analysis. Our findings reveal that existing policies are working due to the decrease in nutrition claims, but there is a growth in soft claims that are unregulated and potentially confusing and attractive to children. Considering that most of the products analyzed are unhealthy, this emphasizes the importance of implementing stricter regulations to create a healthier and more reliable food environment for children.
Keywords children; packaging; food; claims; marketing techniques; market
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