Children’s food advertising: challenges to the federal management of the SUS and opportunities for health communication

Abstract

This study analyzes the ability of public health policies to dispute meaning in the construction, of the world caused by the media and the need for state regulation of food marketing for children. These advertisings influence children’s food choices, forming a palate used to consuming ultra-processed products (harmful to health) since childhood. With a qualitative approach, the research interviewed, over the span of a decade, the public administrators at a federal level to understand the execution of the agenda for strengthening the regulation of advertising of food aimed at children. This agenda aims to strengthen health promotion actions and contribute to the prevention of chronic non-communicable diseases. The influence of the food industry, with the communication industry, has restricted the development of public policies in Brazil, and the topic needs social participation since the existing law is not applied.