نقض مقررات قانونی تبلیغات و بازاریابی در بسته بندی محصولات غذایی کودکان (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
تبلیغات گسترده اسنک های شور با رسانه های مختلفی نظیر بسته بندی از عوامل نگران کننده افزایش چاقی و بروز بیماری های مرتبط با آن در کودکان ایران است. پژوهش حاضر به دنبال بررسی وضعیت سلامت اسنک های شور در ایران، بررسی نوع و میزان تکنیک های پیشبردی به کار رفته روی بسته بندی این محصولات و مطابقت این تکنیک ها با قوانین و مقررات مرتبط در ایران است. پژوهش حاضر به لحاظ هدف از نوع کاربردی و به لحاظ ماهیت داده ها، توصیفی از نوع پیمایشی است. اسنک های شور عرضه شده در پورتال فروشگاه زنجیره ای افق کوروش به عنوان نمونه پژوهشی انتخاب و برای تحلیل بسته ها و اطلاعات مندرج روی آنها از روش تحلیل محتوا استفاده شد. مقررات و سیاست های محدودکننده تبلیغات و بازاریابی محصولات غذایی ناسالم در ایران نیز با استفاده از رویکرد مرور دامنه ای شناسایی شد. تمام 81 اسنک شور بررسی شده در بازه منع تبلیغات بر اساس مدل مشخصات تغذیه ای قرار داشت. قسمت اعظم نمونه بررسی شده ازنظر محتوای چربی در محدوده پرخطر و به طور تقریبی، ازنظر مقدار نمک در محدوده با خطر متوسط قرار گرفت. پرکاربردترین روش های پیشبردی روی بسته بندی ها به ترتیب «روش هیجان و سرگرمی»، «روش شخصیت های کودک مدار» و «روش پیشبردی تغذیه و سلامت» بود. نقض قوانین و مقررات جمهوری اسلامی ایران در فعالیت های بازاریابی مندرج بر بسته بندی تمام محصولات بررسی شده مشاهده شد. نتایج این پژوهش می تواند به نهادهای ذی صلاح کمک کند تا درک کامل تری از چگونگی تلاش تولیدکنندگان محصولات غذایی برای جذب کودکان و والدین به دست آورند و درنهایت، با دقت بیشتری بر این تلاش ها نظارت کنند.Violation of Advertising and Marketing Legal Regulations on Children’s Food Packaging: A Qualitative Study
Vast advertising of salt snacks through various media including packaging is a concerning factor in increasing obesity and related illnesses in children. This research aims to study a) the health situation of salty snacks in Iran; b) the type and level of marketing strategies for packaging these products; and c) the conformity of these strategies to related regulations in Iran. To this end, 81 salty snacks were selected as the research sample from the portal of Ofogh Kourosh stores. A content analysis was conducted to analyze selected products’ packages. Regulations and policies restricting unhealthy food advertising and marketing in Iran were identified through a scope review approach. According to the nutrient profile model for the marketing of food and non-alcoholic beverages to children in the WHO Eastern Mediterranean Region, marketing of all 81 selected salty snacks was not permitted. Most of the studied samples were high risk in regard to fat content and all snacks had medium risk based on salt content. The most used promotional strategies were, respectively, emotion and entertainment, child-oriented characters, and nutrition and health. The violation of Iran’s related regulations in marketing activities on the packaging of all studied products was observed. The results of this study- through providing a more comprehensive understanding of how food product manufacturers try to attract children and parents- help relevant authorities monitor these issues more carefully. IntroductionThe prevalence of obesity in developing countries is approximately thirty percent higher than in developed countries, and within this context, the increasing trend of obesity and related disorders in Iran is alarming. The marketing of food products with low nutritional value is regarded as an environmental factor contributing to childhood obesity. These products are usually advertised as healthy choices, while the majority of them are unhealthy or unnecessary choices for the human body. Food manufacturers utilize packaging to encourage children to buy. Therefore, the objectives of the present research are: 1) to study the health status of salty snacks in Iran based on the nutritional content listed on the packaging of these products and the conformity of the contents on the packaging of these products with the nutrient profile model for the marketing of food and non-alcoholic beverages to children in the WHO Eastern Mediterranean Region, 2) to investigate the types and extent of promotional techniques used on the packaging of salty snacks in Iran, and 3) to examine the laws and regulations related to the marketing of food products in Iran and the conformity of the contents on the packaging of the products under study with these laws and regulations. Materials and MethodsThe present research is an applied study in terms of its objective, as its results can be used for actions such as drafting or revising relevant regulations. In terms of data-gathering methods, this research is a survey-based descriptive one. The study population includes all salty snacks produced in Iran, and the sample consists of salty snacks offered in Ofogh Kourosh chain stores. In this regard, 81 salty snacks were selected as the research sample from the portal of Ofogh Kourosh stores. Images of the packaging of listed products were collected from various websites for analysis of the packages and the information contained in them using the content analysis method. The coding guidelines for classifying promotional techniques used in packaging were adapted from previous studies. The status of products under study in terms of nutritional content was also categorized based on food compositions per 100 grams into three ranges: green (low health risk range), orange, and red (high health risk range). Regulations and policies restricting advertising and marketing of unhealthy food products in Iran were identified using a domain review approach. For this purpose, the website of the Research Center of the Islamic Consultative Assembly was selected as the most comprehensive database of laws and regulations enacted in the Islamic Republic of Iran. To ensure the reliability of the research, two researchers independently analyzed the packaging and compared their results. The number of discrepancies was less than 5%, indicating the validity of the findings. Research FindingsAccording to the nutrient profile model for the marketing of food and non-alcoholic beverages to children in the WHO Eastern Mediterranean Region, marketing of all 81 selected salty snacks was not permitted. Most of the studied samples were high risk regarding fat content and all snacks had medium risk based on salt content. Only one snack fell within the green (low health risk) range regarding fat content. The most used promotional strategies were respectively emotion and entertainment, child-oriented characters, and nutrition and health. Among 'emotion and entertainment' techniques, mood alteration appeared most often on product packages. The strategy of 'child-oriented characters' was implemented through techniques such as mascots and characterization of the product or its components. In the category of 'nutrition and health', the technique of health benefit/natural claim was used more frequently. Based on previous studies conducted in Iran, emotional appeals have also been identified as the most commonly used promotional methods in food television advertising and the placement of unhealthy food in children's magazines. The results of this study also indicated that, in Iran, there are very few regulations directly focused on marketing and advertising to children. Nonetheless, the violation of these insufficient regulations in marketing activities on the packaging of all studied products was observed. According to the list of goods and actions harmful to health in 2023, all studied products were considered health-threatening goods. Discussion of Results and ConclusionsGiven the low nutritional value of studied products, the medium- and long-term negative effects of their consumption—especially due to their high fat and salt content—on children's health must be considered. The marketing of such products is regarded as an environmental factor contributing to childhood obesity. The use of nutrition- and health-based promotional techniques alongside other methods, such as emotional appeals and child-centered characters observed in this study, can enhance the potential impact of these techniques. The results of this study- through providing a more comprehensive understanding of how food product manufacturers try to attract children and parents- help relevant authorities monitor these efforts more carefully. To regulate or prohibit unhealthy food marketing and advertising to children, a multi-sectoral legal framework is necessary. This framework should involve all key health advocacy stakeholders, offer incentives for industry and private sector players to promote healthy food, and foster a healthy food environment. To assess the effectiveness of adopted policies and propose necessary reforms, designing mechanisms for the continuous monitoring and evaluation of food advertising targeting children across various media, including packaging, can be beneficial. International literature can assist regulatory bodies in identifying legislative gaps and gaining an understanding of the barriers and drivers to the adoption and implementation of various policies to counter advertising and marketing practices.
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