Advertisements for drinks with low nutritional content and foods with high amounts of sugar, saturated or trans fat, and sodium have 140 days to change. This is the period that companies have to adapt to the RDC 24/2010, published on June 29th. The resolution establishes new rules for the advertising and commercial promotion of these foods. The objective is to protect consumers from practices that may, for example, omit information or induce excessive consumption.
With the new resolution of the National Health Surveillance Agency (ANVISA), symbols, figures or drawings that may cause false interpretation, error or confusion regarding the origin, quality and composition of food are prohibited. It will also not be allowed to attribute superior characteristics to those that the product has, nor to suggest that the food is nutritionally complete or that its consumption is a guarantee of good health.
One of the major concerns of the resolution is focused on children, who are known to be more vulnerable. Therefore, the new resolution gives special importance to publicizing the dangers linked to excessive consumption of certain products.
International studies show that children's desires influence up to 80% the choice of purchases made by the family. In May 2010, the World Health Organization (WHO) recommended that countries adopt measures to reduce the impact of the marketing of these foods on children. Brazil was the first country in the world to present concrete measures.
In 2008, director Estela Rener released the film “Child: the soul of business”. Recorded in the city of São Paulo, the documentary reflects on these issues and shows how in Brazil children have become the soul of the advertising business. The industry has discovered that it is easier to convince a child than an adult, so children are bombarded by advertisements that encourage consumption and that speak directly to them. The result of this is devastating: children who, at the age of five, already go to school completely made up and have stopped running around because of their high heels; who know the brands of all cell phones but don't know what a worm is; who recognize the brands of all snacks but don't know the names of fruits and vegetables. In an unequal and inhumane game, advertisers keep the profit while children bear the loss of their shortened childhood.
To ensure that the DRC is not suspended, as recommended by the Attorney General's Office, the National Federation of Nutritionists, on its website (http://www.fnn.org.br/rdc024.php) collects signatures on a letter of support to ANVISA.
Source: National Surveillance Agency – ANVISA and National Federation of Nutritionists – FNN
Watch the documentary: http://www.youtube.com/watch?v=n0zK8v245oM