Ultraprocessados e publicidade enganosa: o caso da linha Zoorea da marca Mãe Terra

Abstract

This article aims to analyze the communication promoted by the Zooreta product line, from Mãe Terra, in accordance with the normative principles of communication. The article cites bibliographic references and data that highlight the negative effects of excessive consumption of ultra-processed foods, along with data showing the growing presence of these food products in Brazilian eating habits. Methodologically, the study relied on descriptive research to support the case study, analyzing the health and sustainability claims reported in a complaint filed by the Food Advertising Observatory (OPA), affiliated with the Brazilian Institute for Consumer Protection (Idec). The article also addresses the urgent need to implement an effective market regulation system based on the NOVA food classification by fiscal authorities, with the aim of protecting public health and the environment in pursuit of Sustainable Development. The analyses showed that the communicative strategies on the label stimulate product consumption and purchasing in a misleading and abusive way, as the claims are incompatible with the nature of an ultra-processed product.