La falta de regulación a la publicidad de los alimentos ultra procesados para los niños y adolescentes en Colombia

Abstract

This research addresses the problem of why economic interests prevail over the wellbeing of Colombian society in the approval of laws to regulate the advertising of ultraprocessed foods aimed at the youngest. The general objective is to make the audience aware of the reasons behind the lack of regulation through an audiovisual product. To achieve this, the research aims to highlight the conflicts of interest between the economic and the political in relation to ultra-processed food companies and explain how these products impact children's health and how the lack of regulation aggravates this problem. The methodology used is mixed, combining qualitative and quantitative approaches. Within the investigation, a clear conflict of interest was found on the part of the ultraprocessed food industries not to be regulated in terms of advertising. On the other hand, the lobby generated within Congress for the delay or elimination of bills that would in some way regulate the advertising of ultra-processed products is evident, which showed that they cause non-communicable diseases such as diabetes, obesity, heart diseases, allergies, among others. Furthermore, it was identified that children respond to the neural stimulus that advertisements have with striking objects, colors and animations that induce them to make decisions to eat this type of food in a less conscious manner.