Newspaper advertising and promotions of fast food restaurants with delivery service in Guatemala
Introduction: Fast food marketing is associated with overconsumption and obesity, with delivery service and promotions likely playing a key role. Objective: Determine the prevalence and describe newspaper advertisements of fast food restaurants with delivery service, with a particular examination of promotions. Methods: All issues of the seven largest Guatemalan newspapers were collected over a 9-week period. Food advertisements were classified as fast food restaurants (local or international chains) with or without delivery service, other foods, and beverages. We analyzed advertisement content by examining size, promotions, health claims, and availability of nutrition and price information. Price of individual and promotional items was compared, and all promotions were ordered to assess nutrition information and health claims in product packages. Results: Out of 1,837 food advertisements, 350 (19.1%) were for fast food restaurants with delivery, 1,066 (58.0%) without delivery, and 23% for other foods and beverages. Most (306, 87.4%) advertisements were from international chains, and the median size was 36.3 (Interquartile range: 3.8-120.0) in2. Most (283, 80.9%) advertisements had promotions, and of 45 analyzed promotions, 35 (77.8%) were for delivery. The price of individual items was higher compared to promotions (20.2 ± 2.8 vs. 13.9 ± 1.8). Health claims and nutrition information were not found in any advertisement or promotion. Conclusions: Fast food delivery advertising is a common practice in Guatemalan newspapers. Results should inform policy makers of the need to regulate fast food advertising and promotions that could be related to unhealthy eating behaviors in Guatemala and elsewhere.
Chronic disease management and prevention
Public health or related research
Assess the extent of fast food advertising in Guatemalan newspapers.
Describe content characteristics of fast food newspaper advertisements.
Demonstrate the wide availability of delivery service of fast food promotions in Guatemala.
Compare the price of individual items and promotions.
Keyword(s): Obesity, Marketing
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Qualified on the content I am responsible for because: I have participated in study design, data collection and analysis and presentation.
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and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed
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