What You See Is Not What You Get: Food Advertising Amidst the Global Overweight and Obesity Pandemic

The tandem issue of obesity and overweight is a serious global issue that has attained pandemic scale. Media, particularly advertising, plays an active role in shaping perceptions and behavioural patterns, influencing both how and what people eat. This paper analyses food advertising in Serbia in 2023 in the context of promoting dietary habits. Content analysis of commercials aired on a selection of television stations during the year showed the overwhelming prevalence of ads for food high in fat, sugar, and salt (HFSS), with confectionary products in lead positions. Commercial narratives centre on framing them as sources or catalysts for joyful, fun, and playful experiences. They encourage increased consumption, snacking outside regular mealtimes, and position HFSS foods as essential components to make meals feel complete.