[pt] O consumo de alimentos ultraprocessados, ao lado do consumo do tabaco e do álcool, constitui uma das principais causas de doenças crônicas não transmissíveis – principal causa de mortes em adultos no Brasil –, sendo a publicidade de tais produtos considerada pela Organização Mundial da Saúde um dos fatores comerciais determinantes deste problema de saúde pública. A situação demanda a análise quanto a se o controle jurídico da publicidade no país tutela, de forma suficiente, os direitos fundamentais à saúde e à proteção do consumidor impactados pelas estratégias de marketing da indústria alimentícia. Neste sentido, o trabalho se propõe a realizar esta análise, com o intuito de compreender o regime jurídico de controle da publicidade no Brasil, por meio das normas do Código de Defesa do Consumidor e da autorregulamentação publicitária, assim como a natureza da proteção jurídica da publicidade no Direito brasileiro, a partir dos conceitos de liberdade de expressão comercial e livre iniciativa, a fim de identificar a legitimidade de restrições a estes direitos, com foco em estudos doutrinários e pesquisas em Tribunais brasileiros, sobretudo no âmbito do Superior Tribunal de Justiça e do Supremo Tribunal Federal; realizando, por fim, algumas proposições críticas, com o objetivo de contornar os problemas verificados – em especial a necessidade de regulação específica para estabelecer medidas restritivas à publicidade destes alimentos. / [en] The consumption of ultra-processed foods, together with the consumption of tobacco and alcohol, constitutes one of the main causes of non-communicable diseases – the principal cause of deaths in adults in Brazil –, being the advertisement of such products deemed by the World Health Organization as one of the commercial determinants of such public health problem. The situation demands the analysis of the sufficiency of the legal regulation of commercial speech in the country, with a view to verify if it duly protects the fundamental rights to health and consumer protection once impacted by marketing strategies adopted by the food industry. Thus, this work proposes to carry on such analysis, with the intent to understand the legal regime of commercial speech regulation in the country, through the norms of the Consumer Protection Statute and the self-regulation code, as well as the nature of the legal protection of commercial speech under Brazilian law, related to the notions of rights to freedom of commercial speech and free enterprise, with the purpose to identify the legitimacy of restrictions to such rights. The work will focus in academic studies as well as research on Brazilian courts decisions, specially under the Superior Court of Justice and the Constitutional Supreme Court, finally, from an analytical perspective, aiming to identify existing problems – mainly, the need to implement specific regulation establishing restrictive measures to advertisements of ultra-processed foods.

Au Canada, l’étude des comportements de l’industrie bioalimentaire et de leurs répercussions sur la santé des populations qu’elle dessert est un domaine très peu exploré. Or, des études démontrent que certains acteurs du secteur privé mènent des activités d’influence sur le développement des politiques publiques qui peuvent en compromettre la nature et leur mise en œuvre. La présente étude, qui s’appuie sur le processus de révision du Guide alimentaire canadien (GAC), vise à : 1) identifier les activités politiques corporatives (APC) menées par l’industrie bioalimentaire dans le processus de révision du Guide alimentaire canadien entre 2016 et 2019; et 2) analyser le discours et la position des acteurs de l’industrie par rapport aux recommandations de Santé Canada. L’échantillon se compose de onze acteurs de l’industrie bioalimentaire qui ont déposé un mémoire au Comité permanent de la santé dans le cadre de la révision du GAC. La collecte de données, qui s’est échelonnée sur six mois (octobre 2018 à mars 2019), a permis de répertorier les APC utilisées par l’échantillon sur une période de 39 mois, soit du début de l’automne 2016 jusqu’au printemps 2019. Le matériel analysé inclut les mémoires qu’ils ont déposés ainsi que leurs sites Internet respectifs. Afin de définir les APC et de les classer en fonction de leurs stratégies, de leurs pratiques et des mécanismes qu’ils emploient, nous nous sommes basés sur un cadre conceptuel du réseau INFORMAS. Nous avons par la suite repéré des éléments caractéristiques de citations, dans les APC et les discours, qui indiquent la présence de positionnement en fonctions des trois principes directeurs : une variété d’aliments et de boissons nutritifs est le fondement de la saine alimentation; les aliments et boissons transformés ou préparés riches en sodium, sucre ou lipides saturés nuisent à une saine alimentation; des connaissances et compétences sont nécessaires pour naviguer dans un environnement alimentaire complexe et favoriser une saine alimentation. Au total, 366 APC ont été identifiées en relation avec le GAC. Nous avons principalement répertorié les stratégies de gestion de l’information (n=197) et les stratégies discursives (n=108). Les données recueillies suggèrent que l’industrie bioalimentaire utilise des APC pour influencer l’élaboration de la politique du nouveau GAC. Les acteurs industriels ont exprimé une opposition aux nouvelles lignes directrices en matière d’alimentation. Les points de vue de chacun d’entre eux sur les problèmes et sur les solutions portées sur les trois principes directeurs divergent. Les intérêts économiques propres à chaque acteur forgent la vision promue par l’industrie bioalimentaire. Cette vision peut difficilement s’harmoniser avec les différentes dimensions des nouvelles lignes directrices ou avec les données probantes les plus récentes qui les appuient. Il est impératif de mieux documenter les APC qui sont susceptibles de nuire à l’adoption de mesures législatives et de limiter la capacité des gouvernements à développer des politiques nutritionnelles efficaces. / In Canada, the study of the agri-food industry’s behavior and its associated repercussions on the health of the populations it serves remains relatively unexplored. However, previous studies have shown that private sector stakeholders employ diverse strategies to influence the development of public policy. These strategies may compromise the nature and implementation of food and nutrition policies. The objectives of this research, based on the revision process of Canada’s Food Guide (CFG) aim to: (1) identify the corporate political activity (CPA) undertaken by the agri-food industry during the revision process of Canada’s Food Guide (CFG) from 2016 to 2019, and (2) analyze the position and discourse of key industry actors concerning the recommendations proposed by Health Canada. The sample is composed of eleven agri-food industry stakeholders having submitted a memorandum to the Standing Committee on Health in relation to the revision of CFG. A six- month data collection period, from October 2018 to March 2019, allowed us to identify CPAs undertaken by the sample over a 39-month period, from early autumn 2016 until spring of 2019. Materials analyzed include memoranda submitted to Cabinet as well as stakeholders’ official websites. To define the CPAs and classify them according to their strategies, their practices and the mechanisms employed, we relied upon a conceptual framework from the INFORMAS network. We then identified, within the CPAs and discourses, elements of citations indicating positioning in terms of the three guiding principles: A variety of nutritious foods and beverages are the foundation for healthy eating; Processed or prepared foods and beverages high in sodium, sugars or saturated fat undermine healthy eating; Knowledge and skills are needed to navigate the complex food environment and support healthy eating. A total of 366 CPAs were identified in relation to CFG. The primary strategies reported are information management (n=197) and discursive strategies (n=108). The data collected suggest that the agri-food industry is using CPAs to influence the policy making of the new CFG. Industry stakeholders have expressed an opposition to the new food guidelines. Each stakeholders’ point of view on the problems and solutions concerning the three guiding principles differ. The economic interests respective to each stakeholder shape the vision promoted by the food industry. This vision may be difficult to harmonize with multiple dimensions of the new guidelines, as well as with the most recent evidence supporting them. It is imperative to better document and regulate the agri-food industry’s CPAs which could interfere with the adoption of legislative measures and limit governmental capacity to develop healthy food and nutrition policies.