Food advertising in cooking shows on Brazilian free-to-air tv channels: the predominance of ultra-processed foods
DOI:
https://doi.org/10.12957/demetra.2025.82370Palabras clave:
Cooking. Television. Advertising. Ultra-processed foods.Resumen
Introduction: Cooking at home is linked to better diet quality. Cooking shows are a popular source for learning about home cooking. These programs usually feature food advertising. Objective: This cross-sectional study analyzed food advertising during cooking shows on Brazilian free-to-air TV channels. Methods: All the cooking shows on Brazil's four most popular free-to-air TV channels were recorded for two days in 2019. Advertisements identified during commercial breaks and within cooking shows were categorized as food-related or non-food-related ads. Food ads were classified and analyzed according to the NOVA classification. Descriptive analyses were used to identify the frequency of food-related ads, distribution throughout food groups, and advertising/sponsoring companies. A Chi-square test was used to compare UPF and non-UPF ads identified during commercial breaks and cooking shows. Results: Among all identified ads (n 828), 32% were food-related. Food ads were the fourth most prevalent in commercial breaks (11.1%) and the second during cooking shows (18.7%). UPF was the most advertised food (57.8%), especially soft drinks, mayonnaise, and other sauces. The difference between the frequency of UPF and non-UPF advertisements was statistically significant. Approximately a quarter of all food ads were from seven companies, five were sponsors of cooking shows, and six were promoting UPF. Conclusion: Foods advertised on cooking shows on Brazilian free-to-air TV channels were mainly UPF. Actions to promote home cooking should consider UPF ads' influence on home environments and culinary practices.
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