| Abstract | Debljina je kronična metabolička bolest karakterizirana nakupljanjem masnog tkiva. S obzirom na rastući broj osoba s pretilošću što uključuje i djecu, ona predstavlja jedan od temeljnih javnozdravstvenih problema modernog doba. Debljina nastaje međudjelovanjem genetskih, metaboličkih te bihevioralnih čimbenika; ona nosi rizik za niz kroničnih nezaraznih bolesti koji su vodeći uzrok smrtnosti i pobola u zapadnom društvu. Obilježja načina života suvremenog čovjeka uključuju smanjenu fizičku aktivnost te loše prehrambene navike obilježene konzumiranjem visokokalorične i visokoprerađene hrane bogate zasićenim mastima, rafiniranim šećerima i solju. Opisani tip prehrambenog proizvoda najčešći je entitet oglašavanja putem tradicionalnih medija poput televizije ili plakata, ali i sveprisutnih društvenih mreža. Prehrambene tvrtke koriste dobro poznate marketinške strategije za oglašavanje hrane uključujući psihološki marketing koji podsvjesno djeluje na odabir potrošača mimo njihove volje. Navedeni tip marketinga provodi se i putem društvenih mreža, sveprisutnih platformi za komunikaciju uz izraženu personalizaciju i često nekontroliranu slobodu oglašavanja. Sve navedeno neupitno je korišteno u ciljanju nekih vulnerabilnih skupina potrošača, kao npr. djece, koji nemaju sposobnost racionalizacije i odvajanja oglasa od zabavnog sadržaja dostupnog na nekoj od digitalnih platformi. Na taj se način stvara nova generacija kupaca vezanih uz proizvod, tj. brend. Ovisnost o hrani spominje se sve češće te postoje međunarodno priznate skale njenog mjerenja, a nastaje kod osoba koje nisu u stanju kontrolirati konzumaciju određenih namirnica (prerađena hrana uz mast i ugljikohidrate). Kombinacija ovisnosti i psihološkog marketinga koji je široko dostupan svima, osobito mladima, opasna je po zdravlje određenih pojedinaca, osobito djece. Navedeno je prepoznato i od Svjetske zdravstvene organizacije koja u smjernicama preporučuje restrikcije oglašavanja hrane djeci s porukom edukacije roditeljima, školama i drugim mjestima okupljanja djece, uz zakonske regulative i kazne nepoštivanja propisanog za tvrtke prehrambene industrije. |
| Abstract (english) | Obesity is a chronic metabolic disease characterized by the accumulation of fatty tissue. Given the increasing number of people with obesity, including children, it represents one of the fundamental public health problems of modern times. Obesity results from the interaction of genetic, metabolic, and behavioral factors; it carries the risk for many chronic non-communicable diseases, which are the leading cause of mortality and morbidity in Western society. The characteristics of modern lifestyle include reduced physical activity and poor dietary habits marked by the consumption of high-calorie and highly processed foods rich in saturated fats, refined sugars, and salt. This type of food product is the most frequently advertised entity through traditional media such as television or billboards, as well as omnipresent social networks. Food companies use well-known marketing strategies to advertise food, including psychological marketing that subconsciously influences consumer choices beyond their will. This type of marketing is also conducted through social networks, popular communication platforms with pronounced personalization and often uncontrolled freedom of advertising. All of the above is undoubtedly used to target some vulnerable consumer groups, such as children, who cannot rationalize and separate advertisements from entertaining content available on some digital platforms. In this way, a new generation of consumers tied to the product or brand is created. Food addiction is increasingly mentioned, and internationally recognized scales for its measurement exist; it occurs in people who are unable to control the consumption of certain foods (processed foods rich in fat and carbohydrates). The combination of addiction and psychological marketing, which is widely accessible to everyone, especially young people, is dangerous to the health of certain individuals, particularly children. This has been recognized by the World Health Organization, which recommends by guidelines the restriction of food advertising to children with a message of education for parents, schools, and other places where children gather, along with legal regulations and penalties for non-compliance prescribed for food industry companies. |
