{"id":15215,"date":"2017-03-30T14:07:13","date_gmt":"2017-03-30T14:07:13","guid":{"rendered":"https:\/\/www.bioecoactual.com\/2017\/03\/30\/la-publicitat-mes-perversa-te-nom-de-nen-per-javier-guzman\/"},"modified":"2023-04-01T12:30:27","modified_gmt":"2023-04-01T10:30:27","slug":"la-publicitat-mes-perversa-te-nom-de-nen-per-javier-guzman","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/ca\/2017\/03\/30\/la-publicitat-mes-perversa-te-nom-de-nen-per-javier-guzman\/","title":{"rendered":"La publicitat m\u00e9s perversa t\u00e9 nom de nen. Per Javier Guzm\u00e1n"},"content":{"rendered":"

L’alimentaci\u00f3 actual, altament processada, s’ha convertit en la base de la nostra dieta i \u00e9s el que m\u00e9s ens emmalalteix. El 70% de la nostra alimentaci\u00f3 \u00e9s menjar processat o ultraprocesat.<\/p>\n

<\/p>\n

La pres\u00e8ncia de productes processats, molt energ\u00e8tics i rics en greixos saturats, sucres i sal, \u00e9s cada vegada m\u00e9s gran en la nostra dieta, aix\u00f2 \u00e9s degut a la seva \u00e0mplia disponibilitat, el seu baix preu, la seva palatabilitat i les campanyes massives de m\u00e0rqueting per promocionar el seu consum , sobretot les campanyes dirigides a la poblaci\u00f3 infantil.<\/p>\n

Davant aquest problema d’enormes conseq\u00fc\u00e8ncies, l’Organitzaci\u00f3 Mundial de la Salut (OMS) ha arribat a demanar un major control de les grans empreses aliment\u00e0ries, ja que la seva publicitat t\u00e9 efectes tan “desastrosos com efectius” per promocionar menjar amb alt\u00edssims nivells en sal, sucre i greixos entre els nens.<\/p>\n

El refinat i molt abundant m\u00e0rqueting de la gran ind\u00fastria aliment\u00e0ria \u00e9s una poderosa for\u00e7a sociocultural. De fet, est\u00e0 ja fora de tot dubte acad\u00e8mic que la capacitat real de decisi\u00f3 conscient del consumidor \u00e9s molt menor del que suposem, i \u00f2bviament imaginin-se quan parlem de consumidors infantils. Aix\u00f2 es torna especialment pervers quan sabem que els nens s’han convertit en un dels \u00abtargets\u00bb (diana) m\u00e9s interessants per a la ind\u00fastria aliment\u00e0ria<\/p>\n

\"publicidadS’ha estimat que els nens veuen una mitjana de 95 anuncis al cap del dia i m\u00e9s de 34.000 anuncis a l’any.<\/strong> A Espanya, al llarg d’un any es creen al voltant de 5.000 campanyes de diferents productes l\u2019 objectiu de les quals era el p\u00fablic infantil.<\/p>\n

La poblaci\u00f3 infantil representa, en el m\u00f3n, un mercat de 450.000 milions d’euros. A l’estat espanyol els nens mouen un total de 900 milions d’euros a l’any i exerceixen la seva influ\u00e8ncia en la compra familiar sobre un volum de 6.000 euros a l’any. Hem de tenir en compte que la poblaci\u00f3 infantil influencia el 43% de les compres familiars.<\/p>\n

Amb aquestes xifres ens adonem de fins a quin punt \u00e9s important la poblaci\u00f3 infantil en el mercat i, m\u00e9s concretament, al mercat alimentari, i que la ind\u00fastria aliment\u00e0ria exerceix una pressi\u00f3 intensa sobre ella.<\/p>\n

No cal dir que la poblaci\u00f3 infantil t\u00e9 una gran confian\u00e7a en la publicitat, i no sempre entenen la dimensi\u00f3 persuasiva de la mateixa. En no tenir la capacitat per detectar aquesta dimensi\u00f3, es converteixen en un sector altament vulnerable.<\/p><\/blockquote>\n

Un cop arribats fins aqu\u00ed, recordem ara breument les xifres d’obesitat i sobrep\u00e8s infantil de l’Estat espanyol, i recordem que aix\u00f2 ens situa en el primer lloc del r\u00e0nquing europeu i al p\u00f2dium del mundial. L’obesitat est\u00e0 considerada com un dels principals factors de risc de diferents malalties cr\u00f2niques i problemes de salut, com la diabetis tipus II, la hipertensi\u00f3 arterial, la malaltia coron\u00e0ria i cerebrovascular i alguns tipus de c\u00e0ncer. Segons les \u00faltimes estimacions, l’obesitat explica el 80% dels casos de diabetis de l’adult, el 55% dels d’hipertensi\u00f3 arterial i el 35% dels casos de malaltia coron\u00e0ria.<\/p>\n

Segons l’OCDE (Organitzaci\u00f3 per a la Cooperaci\u00f3 i el Desenvolupament Econ\u00f2mic), Espanya se situa al capdavant del sobrep\u00e8s infantil, i \u00e9s col\u00edder mundial amb els Estats Units. L’\u00faltim estudi ALADINO dut a terme en el marc de l’Estrat\u00e8gia Naos ens revela unes preocupants dades, on podem observar que el 45,5% dels nens espanyols d’entre 6 i 10 anys tenen exc\u00e9s de pes.<\/p>\n

Tot aix\u00f2 indicaria que a l’Estat espanyol, tant el Govern central com els auton\u00f2mics haurien de seguir les recomanacions de la OMS per apartar la publicitat d’alimentaci\u00f3 insana del p\u00fablic infantil, perqu\u00e8 s\u00f3n tot menys lliure compradors. Per\u00f2 per si de cas alg\u00fa es pregunta si s\u00f3n tan dolents els aliments que s’empassa la poblaci\u00f3 infantil a trav\u00e9s de la publicitat, anem amb algunes dades m\u00e9s.<\/p>\n

Comencem amb una dada il\u00b7lustrativa. Els cereals anunciats amb el p\u00fablic infantil com objectiu, tenen, en general, el 85% m\u00e9s de sucre, 65% menys de fibra i 60% m\u00e9s sal que els cereals per a adults. A aix\u00f2 hem de sumar-li el fet que la poblaci\u00f3 infantil preescolar veu una mitjana de 642 anuncis de cereals a l’any nom\u00e9s a la televisi\u00f3.<\/p>\n

Una investigaci\u00f3 duta a terme per l’Escola Nacional de Sanitat del Instituto de Salud Carlos III (Madrid) i publicada el juliol de 2013 va concloure que m\u00e9s de la meitat (61%) dels anuncis que apareixen a la televisi\u00f3 d’Espanya s\u00f3n d’aliments poc saludables, per\u00f2 que la proporci\u00f3 s’eleva a m\u00e9s de dos ter\u00e7os en l’horari de protecci\u00f3 especial per a la poblaci\u00f3 infantil.<\/p>\n

\"obesidad<\/p>\n

Com hem vist, la publicitat t\u00e9 un impacte determinant en les compres de la poblaci\u00f3. Si la publicitat aliment\u00e0ria \u00e9s, b\u00e0sicament, insana, aix\u00f2 influeix en la compra d’aliments insans i en una dieta insana.<\/p><\/blockquote>\n

Davant d’aix\u00f2 i per protegir la poblaci\u00f3 infantil, el govern espanyol no compta com altres pa\u00efsos de l’entorn europeu amb regulacions p\u00fabliques clares, sin\u00f3 que est\u00e0 fent all\u00f2 que la ind\u00fastria aliment\u00e0ria demana, que \u00e9s justament un sistema d\u2019 autoregulaci\u00f3 per via d’acords voluntaris entre les empreses que s\u00f3n similars a les utilitzades pr\u00e8viament per les ind\u00fastries del tabac i l’alcohol, l\u2019 autoregulaci\u00f3 s’ha demostrat inefica\u00e7. L’instrument es diu codi PAOS (Publicitat, Activitat, Obesitat i Salut), un codi voluntari creat per les pr\u00f2pies empreses, i a m\u00e9s han conformat un jurat que s’anomena Autocontrol per dirimir el compliment d’aquest codi, conformat tamb\u00e9 per les corporacions.<\/p>\n

Des de Just\u00edcia Aliment\u00e0ria hem denunciat moltes vegades, i ho tornarem a fer, l’absolut engany que suposa aquest mecanisme i la seva total inefic\u00e0cia. \u00c9s per aquesta ra\u00f3 que exigim que el Govern d’una vegada protegeixi i prioritzi el dret a la salut de la poblaci\u00f3 infantil<\/strong> per sobre del benefici de les ind\u00fastries de l\u2019 alimentaci\u00f3.<\/p>\n

\u00c9s urgent i necess\u00e0ria una regulaci\u00f3 estricta de la publicitat dirigida a la inf\u00e0ncia d\u2019aliments i begudes de baix perfil nutricional, substituint el Codi PAOS per una normativa d’obligat compliment que prohibeixi la publicitat de productes de baix perfil nutricional per als infants. Que s’acabi amb la barra lliure de la publicitat alimentaria.<\/p>\n

\"logo<\/a>Autor:\u00a0<\/strong>Javier Guzm\u00e1n, Director de VSF Justicia Alimentaria Global | www.vsf.org.es
\n<\/a><\/em>Bio Eco Actual Abril 2017<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

L’alimentació actual, altament processada, s’ha convertit en la base de la nostra dieta i és el que més ens emmalalteix. El 70% de la nostra alimentació és menjar processat o ultraprocesat.<\/p>\n","protected":false},"author":419,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7166,7167],"tags":[5656,1335,5655],"class_list":["post-15215","post","type-post","status-publish","format-standard","category-nutricio","category-nutricio-infantil","tag-obesidad-publicidad","tag-publicidad","tag-publicidad-infantil"],"yoast_head":"\nLa publicitat m\u00e9s perversa t\u00e9 nom de nen. 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