ADVERTISEMENT MONITORING OF FUNCTIONAL FERMENTED MILKS AND HEALTH PROTECTION

Abstract

In Brazil, the category of foods with  functional property claims have mandatory registration at the National Sanitary Surveillance Agency (ANVISA). In the case of fermented milk with functional property claims, the product registration occurs at the Ministry of Agriculture, Livestock and Supply after approval of claims by ANVISA. The supervision of advertising of these foods is responsibility of ANVISA. Claims which make reference to the cure or prevention of diseases are  not allowed. Probiotics are live microorganisms administered in adequate amounts, that confer a health benefit to the host. The standard claim for probiotics is: “The (state the specie of microorganism) (probiotics) helps balance the intestinal flora. Their consumption should be associated with a balanced diet and healthy lifestyle”. Irregularities in the advertising of foods with functional property claims can damage the health of consumers, which characterizes health risk. The objective was to contribute to the protection of public health by analyzing the conformity of the advertisements of fermented milk with functional property claims in relation to the legislation. We observed the prevalence of ad  for products containing the microorganism Lactobacillus casei shirota (61.1%), followed by ads of products with Bifidobacterium animalis (33.3%) and Lactobacillus casei defensive (5.5%). It was concluded that all samples were at odds with legislation in at least one  requirement. We highlight the need for greater efforts by local food registration and supervision of advertising to suit the legislation.