Abstract
Healthy living habits are the basis for optimal development in children and advertising can affect, positively or negatively, the maintenance of some of these habits. The analysis of food and drink advertising aimed at children during the enhanced protection zone is evidence of the growing problem of obesity in the child population generated through the food industry. The aim of this study is to assess the levels of compliance with the Code of Food and Drink Advertising to Children (Code PAOS). The methodology used was discourse and content analysis. For this purpose, a sample obtained through the recording, during 7 consecutive days, of the content of the advertising cuts in the television broadcast in Spain of three specialized and two generalist channels: Disney Channel, Neox and Boing, on the one hand, and Telecinco and Antena3, on the other. The reason for their choice is that they are the channels, within this segment, with the highest audience ratings. Specifically, the sample was obtained during week from the 12th to the 18th of December 2018.The results reveal a systematic breach of this code that persuades the vulnerable conscience of children through a business network that far from promoting healthy living habits, they cause malnutrition in society. The immediate conclusion is that 9 out of 10 parts of the Food and Beverage Advertising (FBA) did not comply with any of the PAOS Code standards and that self-regulation by advertising companies seems insignificant.