{"id":22933,"date":"2018-07-22T19:50:02","date_gmt":"2018-07-22T17:50:02","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=22933"},"modified":"2022-12-28T13:48:17","modified_gmt":"2022-12-28T12:48:17","slug":"publicitat-alimentaria-com-transformar-linsa-sa","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/ca\/2018\/07\/22\/publicitat-alimentaria-com-transformar-linsa-sa\/","title":{"rendered":"Publicitat aliment\u00e0ria: com transformar l’ins\u00e0 en sa"},"content":{"rendered":"

“Light”, “ric en calci”, “redueix el colesterol”, “contribueix al funcionament normal del sistema immunitari”. Aquests missatges, coneguts com declaracions nutricionals, s\u00f3n el reclam publicitari que empra la ind\u00fastria aliment\u00e0ria per atraure els consumidors que volen alimentar-se de manera saludable.<\/p>\n

\"publicitat<\/a><\/p>\n

No obstant aix\u00f2, darrere d’aquestes al\u00b7legacions no t\u00e9 per qu\u00e8 haver-hi un producte sa: la legislaci\u00f3 actual permet que qualsevol aliment, encara que tingui un baix perfil nutricional, es promocioni amb mencions nutricionals i de propietats saludables, sempre que compleixi els requisits de cada menci\u00f3.<\/p>\n

\u00c9s a dir: els fabricants poden donar-li, impunement, un rentat d’imatge a qualsevol aliment ins\u00e0, principalment augmentant o disminuint la quantitat d’un nutrient. El que acaba per confondre al consumidor.<\/p>\n

Per exemple, una persona pot ficar al carro de la compra un iogurt “desnatat”, que s’anuncia com l’alternativa saludable al iogurt sencer, i no adonar-se que est\u00e0 ple de sucre. O comprar un paquet de pastes industrials “sense sucre”, pensant que seran m\u00e9s sanes que les convencionals, per\u00f2 que segueixen contenint les mateixes farines refinades i greixos de mala qualitat.<\/p>\n

Els nens s\u00f3n els m\u00e9s vulnerables i un dels principals objectius d’aquestes martingales publicit\u00e0ries. El 2016, una investigaci\u00f3<\/a>, sobre la publicitat televisiva d’aliments dirigits a menors a Espanya, conclo\u00efa que dels 25 anuncis d’aliments i begudes que veu, de mitjana, cada dia un nen, dos ter\u00e7os no s\u00f3n productes recomanables des d’un punt de vista saludable i inclouen al\u00b7legacions nutricionals.<\/p>\n

Els nens s\u00f3n els m\u00e9s vulnerables i un dels principals objectius d’aquestes martingales publicit\u00e0ries<\/p><\/blockquote>\n

Per a molts professionals de la salut, aquesta cont\u00ednua exposici\u00f3 a publicitat enganyosa ajuda a explicar per qu\u00e8 en les \u00faltimes quatre d\u00e8cades s’han multiplicat per deu els casos d’obesitat infantil al nostre pa\u00eds, on, avui, el 12% de menors la pateixen.<\/p>\n

Nou anys esperant els perfils nutricionals<\/h3>\n

En principi, l’\u00fas de declaracions nutricionals en aliments insans hauria d’estar prohibit a Europa des de 2009, quan la Comissi\u00f3 Europea va assegurar que establiria uns perfils nutricionals -uns requisits nutricionals m\u00ednims- per regular el seu \u00fas.<\/p>\n

Per\u00f2 ja han passat nou anys i, encara que aquests ‘est\u00e0ndards nutricionals’ figuren al reglament<\/a>\u00a0que regula l’\u00fas d’al\u00b7legacions aliment\u00e0ries, encara no estan aprovats per llei. Pel que els fabricants continuen tenint carta blanca per emmascarar els seus productes.<\/p>\n

Davant d’aquest desprop\u00f2sit, l’Organitzaci\u00f3 Europea de Consumidors (BEUC), juntament amb el suport de l’OCU i altres organitzacions europees, ha iniciat, aquest any, una\u00a0campanya<\/a> per exigir a la Comissi\u00f3 Europea que apliqui els perfils nutricionals abans que es compleixin 10 anys de retard.<\/p>\n

No obstant aix\u00f2, tot i que s’aprovi aquest canvi legislatiu, els consumidors sempre estaran exposats als reclams del m\u00e0rqueting alimentari. Per aix\u00f2, nutricionistes-dietistes, aconsellen desenvolupar un pensament cr\u00edtic per fer front als interessos de la ind\u00fastria aliment\u00e0ria i comprar el que veritablement volem.<\/p>\n

En el cas de les declaracions nutricionals, aix\u00f2 implica saber quines s\u00f3n les condicions per plasmar els diferents missatges, o almenys els m\u00e9s controvertits.<\/p>\n

\"Publicidad<\/a><\/p>\n

“Font de fibra”, “natural”, “integral”, “light”, qu\u00e8 signifiquen?<\/h3>\n

Per exemple, per a poder emprar missatges com a “font de fibra” o “alt contingut en fibra”, sorprenentment, n’hi ha prou que un aliment contingui 3 g i 6 g, respectivament, per cada 100 g. A m\u00e9s, aquestes mencions no converteixen a cap aliment a integral, com ens intenten fer creure la majoria de fabricants.<\/p>\n

Segons els experts, nom\u00e9s s\u00f3n integrals dels productes alimentaris que estan fets amb m\u00e9s d’un 70% de farina integral<\/p><\/blockquote>\n

Paradoxalment, a Espanya, a difer\u00e8ncia d’altres pa\u00efsos europeus, un aliment pot plasmar aquest reclam si cont\u00e9 qualsevol percentatge de farina integral<\/strong> o de seg\u00f3 de blat.<\/p>\n

“Natural” \u00e9s una altra de les al\u00b7legacions amb la qual ens defrauden constantment. Malgrat el que pensin la majoria de persones, aquest esment no significa “sense additius”, ni “ecol\u00f2gic” o “sense processar”.<\/p>\n

Per tant, quin valor afegit t\u00e9 un aliment “natural”? Si ens atenim al reglament que regula el seu \u00fas, cap: “Quan un aliment reuneixi de forma natural la condici\u00f3 o les condicions establertes en el present annex per a l’\u00fas d’una declaraci\u00f3 nutricional, es pot utilitzar el terme \u00abnaturalment \/ natural\u00bb anteposat a la declaraci\u00f3 “.<\/p>\n

La normativa no explica qu\u00e8 \u00e9s natural ni quins s\u00f3n els requisits per obtenir quelcom de forma natural, el que genera un buit legal que permet que qualsevol aliment pugui ser “natural”, des d’un iogurt fins a un pa de motlle ultra processat.<\/p>\n

En les declaracions sobre el contingut de calories tamb\u00e9 regna la confusi\u00f3: no es el mateix un producte alimentari “light”, que “baix en calories” o “sense aportaci\u00f3 energ\u00e8tica”. La primera implica que com a m\u00ednim l’aliment ha de tenir un 30% menys d’energia que el producte original. La segona vol dir que un aliment s\u00f2lid t\u00e9 menys de 40 kcal per cada 100 g, i en el cas de les begudes menys de 20 kcal per cada 100 ml. I l’\u00faltima redueix l’aportaci\u00f3 cal\u00f2rica a menys de 4 kcal per cada 100 g o ml.<\/p>\n

Pel que fa al sucre, l’\u00fanica que pot generar malentesos \u00e9s “sense sucres afegits”, que vol dir que no li han afegit sucre a un producte alimentari, per\u00f2 que pot estar present entre els seus ingredients i en qualsevol quantitat. Sol ser una declaraci\u00f3 recurrent en sucs i melmelades, que de per si ja contenen un elevat nivell d’aquest edulcorant.<\/p>\n

No obstant aix\u00f2, la millor manera d’evitar caure en aquest tipus d’enganys publicitaris \u00e9s reduir el consum d’aliments processats i augmentar el de mat\u00e8ries primeres; doncs podem estar segurs que una fruita sempre \u00e9s “rica en vitamines”, els llegums “font de prote\u00efnes” o que els fruits secs tenen un “alt contingut energ\u00e8tic”.<\/p>\n

Autor:\u00a0<\/strong>Juan Gay\u00e1<\/a>, Periodista ambiental i cient\u00edfic<\/p>\n

Bio Eco Actual<\/em><\/strong>,\u00a0el teu mensual 100% ecol\u00f2gic<\/em>
\nLlegir\u00a0Bio Eco Actual Juliol-Agost 2018<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

“Light”, “ric en calci”, “redueix el colesterol”, “contribueix al funcionament normal del sistema immunitari”. Aquests missatges, coneguts com declaracions nutricionals, són el reclam publicitari que empra la indústria alimentària per atraure els consumidors que volen alimentar-se de manera saludable.<\/p>\n","protected":false},"author":1,"featured_media":22928,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7180,7164],"tags":[],"class_list":["post-22933","post","type-post","status-publish","format-standard","has-post-thumbnail","category-activisme","category-actualitat"],"yoast_head":"\nPublicitat aliment\u00e0ria: com transformar l'ins\u00e0 en sa - Bio Eco Actual<\/title>\n<meta name=\"description\" content=\"Els fabricants poden donar-li, impunement, un rentat d'imatge a qualsevol aliment ins\u00e0, principalment augmentant o disminuint la quantitat d'un nutrient\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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