Descrição da presença de publicidade online por empresas multinacionais de alimentos ultraprocessados voltados ao público infantil

Abstract

Objective: To describe the presence and types of advertising strategies used by multinational companies of ultra-processed foods on their websites and on the social network Instagram®. Methods: Advertising strategies of 14 commercial brands (Coca-Cola®, Del Valle Kapo®, Pepsi®, McDonald's®, Burger King®, Iogurte Ninho®, Nescau®, Danoninho®, Toddy®, Toddynho®, Doritos®, Cheetos®, Fini®, and Nissin®) were analyzed on their official websites and Instagram® profiles. Data collection took place between March 10 and 24, 2024. Strategies were examined in three dimensions: advertising (child-oriented language, special effects, excessive use of colors, animations, nutritional appeal, slogans, presence of children, presence of celebrities, professionals, and use of benefit or safety claims); sales (promotions with prizes, collectible giveaways, “2 for 1” offers, and school campaigns); and technical information (usage instructions, purchase links, store addresses, and preparation guidelines). On Instagram®, the number of followers and the presence of links to websites or other contact tools were also evaluated. Strategies were categorized as yes/no. The different strategies were expressed as absolute and relative frequencies, and comparisons between websites and Instagram® profiles were performed using the chi-square test. Results: The analysis revealed a high frequency of child-oriented language, colors, and special effects on both platforms. Nutritional appeal was more prevalent on websites (85.7%), while slogans appeared at similar levels (92.8%). The use of celebrities was significantly more frequent on Instagram profiles (92.8%) compared to websites (7.1%) (p < 0.001). On websites, the sales strategy of offering two or more products at a reduced price was found in 50% of cases, but absent on Instagram (0%). In addition, websites stood out by providing direct purchase links (71.4%) and indicating places of acquisition (57.1%), features not found on Instagram. Conclusion: Advertising strategies vary according to the platform. Instagram proved to be more oriented toward visual resources and celebrity association, aiming at engagement and brand building. Websites, on the other hand, prioritized commercial aspects, offering detailed information and purchase links, thus facilitating sales.