INFLUENCE OF MARKETING ON CHILDREN'S EATING BEHAVIOR

Abstract

 Childhood is the first phase of life, extending from birth to incomplete 12 years of age. Marketing is defined as a set of strategies used to create or explore a specific product, with the aim of meeting customer needs and generating profits. The promotion of health and well-being in children is seen as an effective strategy, given that the experiences during this life stage can shape eating behaviors. Therefore, the objective of this study is to develop a systematic review on the influence of marketing on children's eating behavior. To achieve this, the PRISMA methodology was adopted, which is based on reporting the key items of a topic of interest in systematic reviews and meta-analyses. In the search for scientific articles, 318 publications were found, of which 305 were excluded for not meeting the established inclusion criteria. In the end, 13 articles were included in this study. Through the results and discussion, we conclude that the influence of marketing on children's food is an important issue due to illegal advertising and problematic promotions used by food companies to attract this audience, leading them to consume highly processed products. This results in their diet having low and concerning nutritional quality, directly affecting the development of children's eating habits worldwide.