Análise do processo de formulação de uma proposta de regulamentação de propagandas de alimentos: um estudo de caso

• Ano de defesa: 2014
• Autor(a) principal: Arguelhes, Bruna Pitasi
• Orientador(a): Mattos, Ruben Araújo de
• Banca de defesa: Silva, Martinho Braga Batista e , Baptista, Tatiana Wargas de Faria , Alcântara, Luciene Burlandy Campos de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade do Estado do Rio de Janeiro
• Programa de Pós-Graduação: Programa de Pós-Graduação em Saúde Coletiva
• Departamento: Centro Biomédico::Instituto de Medicina Social
• País: BR
• Palavras-chave em Português: Publicidade de Alimentos; Regulamentação; RDC24/2010; Obesidade; Políticas de Alimentação e Nutrição
• Palavras-chave em Inglês: Food publicity; Regulations; RDC 24/2010; Obesity; Food and nutrition policy
• Área do conhecimento CNPq: CNPQ::CIENCIAS DA SAUDE::SAUDE COLETIVA
• Link de acesso: http://www.bdtd.uerj.br/handle/1/4285

The consumption of processed foods has grown globally and this increase has been related in part to the marketing strategies used by the food industry that aims to increase sales and expand the consumer market. As document Recommendations from a Pan American Health Organization Expert Consultation on the Marketing of Food and Non-Alcoholic Beverages to Children in the Americas, television advertising is the most widely used form of food marketing to children and is associated with greater preference and increases in orders for food and drinks high in fat , sugar and salt (PAHO, 2012). Within the most recent discussion on the possible influence of food advertising in the global epidemic of obesity and chronic diseases, the Brazilian government, through the National Health Surveillance Agency (ANVISA) , formulated a proposal for Technical Regulation that regulates the terms of advertising activities and which has resulted in Board Resolution No. 24 of 2010 (RDC24/2010). Soon after its publication, business interest groups filed a lawsuit and obtained several injunctions suspended application of RDC 24/2010 based on negative opinion of the Attorney General (AGU). The debate on regulatory actions in food and nutrition area as a strategy of control and obesity prevention involves several quite distinct and antagonistic social actors and opinions, especially when it comes to the arguments of the group who believe in the regulation of advertising as a way to promote health versus the counter arguments of economic sectors related to the subject to be regulated. Thus, this study was intended to describe how and why, in this process, some settled in the daily practices of institutions and identify conflicts, arguments and conflicts of interest that arose during the discussion about the wording of the resolution. To this, was first made documentary analysis of the entire formulation process through institutional archives, documents, opinions, reports, among others. Subsequently, we identified and characterized the subjects who participated in the process and then conducted semi -structured interviews with key actors. Two central theses were found in the debate over the wording of the resolution: the first, whether the state should establish rules on food advertising and the second concerns the legal competence of ANVISA in exercising regulatory role on the advertising of food. Disputes around these two theses and arguments presented to defend them are clearly incommensurate with each other, with no hope of agreement between the parties. The case described ANVISA elected as the territory of the dispute and the apparent majority in this democratic game arena was ineffective before the capture by questioning the relevance of this Agency to regulating food advertising.