Mexico leader in junk advertising

• April 29, 2024

The Consumer Power (EPC) civil association, announced that Mexico remains the country with the highest number of announcements of junk food, per hour in children's programming, among the OECD countries, ranking above the United States.

The study of The Power of the Consumer part of a record made between March and April of this year, on Channel 5, in which it was found that the average number of advertisements junk food per hour in children's programming was 11.25%.

The largest number of ads junk food corresponded to the Kellog's company occupying 26% of this type of advertising. Adding Nestlé cereal advertising, they reach 31% of total ads.

Alejandro Calvillo, director of EPC, said: "Cereals advertised for children are recognized as the worst in the market, contain 85% more than sugar and 65% more than sodium that advertised for adults, in addition to very low contents of fiber .

Only the Zucaritas contain 40% of their weight in sugar and the Choco Krispis more than 36%. The second company with the greatest presence, during the period of registration, was Bimbo, with its wide range of products and brands ranging from cupcakes and snacks, to sweets Y chocolates . Bimbo accounted for 22% of this type of advertising. Between these three companies covered 58% of junk food advertising during children's hours.

More lethal than cigar advertising

According to the study, 46% of the ads used a gift to provoke demand for the product and 67.5% used characters to generate the child's emotional bond with the brand and the product. Of the total advertising of junk food directed to children, 35.1% advertised Internet sites where minors find video games with the characters and products of the brand.

Dr. Abelardo Avila of the National Institute of Nutrition stated: "Advertising junk food aimed at children is one of the factors that most affect the deterioration of eating habits of children in Mexico. This advertising threatens health, to a greater extent than that of tobacco for adults, since it is a vulnerable sector, children are not able to understand the consequences generated by the habitual consumption of these products "

"The advertising of junk food aimed at girls and boys means a violation of their right to health enshrined in the Constitution and in various international conventions, as well as a violation of the deception and manipulation to which they resort. This advertising abuses children, and even confronts them with the elderly, to achieve the sale of the product. Without a doubt, this publicity systematically violates the rights of children, "said Juan Martín, director of the Network for Children's Rights in Mexico. Source: The power of the consumer.

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