Please use this identifier to cite or link to this item: http://hdl.handle.net/10609/144487
Title: Presence and strategic use of the Mediterranean Diet in food marketing: Analysis and association of nutritional values and advertising claims from 2011 to 2020
Author: Jiménez Morales, Mònika
Montaña Blasco, Mireia
Others: Universitat Pompeu Fabra
Universitat Oberta de Catalunya
Keywords: mediterranean diet
food advertising
marketing
discourse
claims
Issue Date: 8-May-2021
Publisher: NFS Journal
Citation: Jiménez-Morales, M. & Montaña, M. (2021). Presence and strategic use of the Mediterranean Diet in food marketing: Analysis and association of nutritional values and advertising claims from 2011 to 2020. NFS Journal, 24, 1-6. doi: 10.1016/j.nfs.2021.04.003
Published in: 24;
Also see: https://doi.org/10.1016/j.nfs.2021.04.003
Abstract: The Mediterranean Diet (MD) has been recognized as a dietary pattern that has multiple benefits in health and many other sustainable development goals proposed by the United Nations. It was also recognized by UNESCO as the Intangible Cultural Heritage of Humanity. Aware of those benefits, advertising uses the MD as a claim to reach consumers. This paper aims to associate the nutritional values of those food and drink products advertised between 2011 and 2020 and the use of the ¿Mediterranean¿ concept as part of its marketing discursive strategy. To this end, a quantitative and qualitative methodology that included a content analysis of these advertisements was used. To determine the nutritional quality of those food products, the Nutri-Score system was utilized. The main findings concluded that most of the food products and drinks advertised under the concept "Mediterranean" are not included in the nutritional pyramid of the MD. Although some of the MD typical foods have reached a low nutritional food value due to their alteration with ultra-processed ingredients, it has been shown that the product categories, which falsely claim DM, have even a lower nutritional value. The study also pointed out the need for stricter regulation in food and beverage marketing since misleading language can damage consumers' health.
Language: English
URI: http://hdl.handle.net/10609/144487
ISSN: 2352-3646MIAR
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Articles cientÍfics

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