<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1139-7632</journal-id>
<journal-title><![CDATA[Pediatría Atención Primaria]]></journal-title>
<abbrev-journal-title><![CDATA[Rev Pediatr Aten Primaria]]></abbrev-journal-title>
<issn>1139-7632</issn>
<publisher>
<publisher-name><![CDATA[Asociación Española de Pediatría de Atención Primaria]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1139-76322019000400007</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Evaluación de la publicidad alimentaria del canal de televisión infantil Boing en España en 2016]]></article-title>
<article-title xml:lang="en"><![CDATA[Evaluation of the food advertisements broadcast in the Boing children's television channel in Spain, 2016]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Morales Rodríguez]]></surname>
<given-names><![CDATA[Félix Alexis]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Romero Fernández]]></surname>
<given-names><![CDATA[Mª del Mar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Royo Bordonada]]></surname>
<given-names><![CDATA[Miguel Ángel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Concísate. Divulgación sobre Consumo, Ciencia y Salud  ]]></institution>
<addr-line><![CDATA[Tacoronte Santa Cruz de Tenerife]]></addr-line>
<country>España</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Servicio de Salud de Castilla-La Mancha Gerencia de Atención Integrada de Puertollano Unidad de Formación, Docencia e Investigación]]></institution>
<addr-line><![CDATA[Puertollano Ciudad Real]]></addr-line>
<country>Epaña</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Instituto de Salud Carlos III Escuela Nacional de Sanidad ]]></institution>
<addr-line><![CDATA[Madrid ]]></addr-line>
<country>España</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2019</year>
</pub-date>
<volume>21</volume>
<numero>84</numero>
<fpage>369</fpage>
<lpage>377</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.isciii.es/scielo.php?script=sci_arttext&amp;pid=S1139-76322019000400007&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.isciii.es/scielo.php?script=sci_abstract&amp;pid=S1139-76322019000400007&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.isciii.es/scielo.php?script=sci_pdf&amp;pid=S1139-76322019000400007&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Introducción: dada la relación entre el marketing de alimentos poco saludables y la obesidad infantil, el propósito de este estudio fue evaluar el uso de técnicas de marketing (persuasivo y nutricional), su nivel de cumplimiento del nuevo Código PAOS y el perfil nutricional de los alimentos y bebidas anunciados en Boing.  Material y métodos: estudio descriptivo de una muestra de anuncios de alimentos y bebidas emitidos en 2016 por Boing, el canal de televisión infantil con publicidad de mayor audiencia en España. La información nutricional de los productos se obtuvo del etiquetado de estos y se clasificaron en más o menos saludables, según el perfil nutricional de la Organización Mundial de la Salud. Se analizó la presencia de las técnicas de marketing persuasivo y nutricional y su adecuación a las normas del nuevo Código PAOS.  Resultados: durante las 13,5 horas de emisión se emitieron 111 anuncios, correspondientes a 20 productos, 17 alimentos y 3 bebidas, con una tasa de 8,2 anuncios por hora. El 100% de los productos utilizaron alguna de las técnicas de marketing analizadas y resultaron no saludables, según el modelo de la Organización Mundial de la Salud. El 73,9% de los anuncios incumplieron alguna norma del código PAOS.  Conclusiones: los alimentos y bebidas anunciados fueron no saludables e hicieron un uso generalizado de técnicas de marketing nutricional y persuasivo. Tres de cada cuatro infringieron el código PAOS vigente en España, que se revela ineficaz, recomendándose sustituirlo por una regulación que proteja eficazmente a los menores de la publicidad de alimentos y bebidas no saludables.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Introduction: given the link between marketing of unhealthy foods and childhood obesity, the aim of our study was to assess the use of persuasive and nutritional marketing strategies; the level of compliance in the use of these strategies the new PAOS code for self-regulation of food advertising targeting children aged less than 12 years; and the nutrient profile of the foods and beverages advertised on Boing TV.  Material and methods: descriptive study of a sample of food and drink advertisements broadcast in 2016 by Boing, the leading children's commercial TV channel in Spain. We obtained information on the nutritional composition of products from their labelling, based on which we classified them as healthy or unhealthy applying the WHO nutrient profile model. We analysed the use of persuasive and nutritional marketing strategies and their compliance with the standards set by the new PAOS code.  Results: the 13.5 hours of broadcasting analysed included 111 advertisements, at a rate of 8.2 commercials per hour. All of the products were advertised with some of the marketing strategies included in the analysis, and all were classified as unhealthy based on the WHO nutrient profile model. Also, 73.9% of the advertisements were contravened 1 or more PAOS code standards.  Conclusions: the advertised foods and beverages were unhealthy, and their marketing involved the generalised use of nutritional and persuasive strategies. Three out of four commercials violated the PAOS code currently active in Spain, which proved ineffective and should therefore be replaced by regulation that can effectively protect children from the marketing of unhealthy foods and beverages.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Código PAOS]]></kwd>
<kwd lng="es"><![CDATA[Información nutricional]]></kwd>
<kwd lng="es"><![CDATA[Marketing]]></kwd>
<kwd lng="es"><![CDATA[Publicidad de alimentos]]></kwd>
<kwd lng="en"><![CDATA[PAOS Code]]></kwd>
<kwd lng="en"><![CDATA[Nutrional facts]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[Food publicity]]></kwd>
</kwd-group>
</article-meta>
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