AMBIENTE ALIMENTAR DO CONSUMIDOR: UMA ANÁLISE DA PUBLICIDADE DE ALIMENTOS ULTRAPROCESSADOS INFANTIS EM MERCADOS LOCAIS DE UM MUNICÍPIO DE PEQUENO PORTE

Abstract

Ultra-processed foods are widely promoted in the consumer food environment, especially through advertising strategies targeting children. This study aimed to analyze the consumer food environment from the perspective of advertising for ultra- processed foods aimed at children in supermarkets in a small municipality in the state of Goiás. This is an observational ecological study, conducted in 15 supermarkets registered in the municipality of Pires do Rio (GO). The AUDIT-NOVA instrument was used for auditoriums of the internal and external food environment. The data were analyzed descriptively, using absolute and relative frequencies, complemented by content analysis of the identified advertising messages. The study found advertising for ultra-processed foods in 100% of the establishments, both internally and externally, while unprocessed and minimally processed foods showed low or no promotional visibility. The advertising messages included nutritional suggestions, emotional appeals, and promotional pricing strategies, frequently associated with visual elements such as cartoon characters and language targeted at children. The findings show a structural pattern in the local food environment similar to that described in larger urban centers, where advertising strategies that induce the consumption of ultra-processed foods predominate. It is concluded that the commercial environment has developed in a way that favors children's exposure to persuasive stimuli, reinforcing the need to strengthen regulatory measures and promote healthier food environments.