The brand’s campaigns and packaging have been considered misleading and offensive to stimulate the ultra -processed consumption by children
Procon Carioca ordered the immediate suspension of the advertisement of the Ana Maria brand brand aimed at children, after a complaint filed by the Brazilian consumer protection institute (idec). The measure reaches the actions taken on social networks by influencers and advertising content in the packaging of Bimbo do Brasil, company responsible for the brand.
In the complaint, IDC accuses seven digital influencers of promoting the Ana Maria gnocchi for children: Mariana Mazzelli, Thiago (known as only Dad Thiago), Camila Queiroz, Isabelli Gonçalves, Keila Pinheiro, snail (from the maternal chat) and Bruna Ruiz Rossi.
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The organ has considered influencers to use playful language, colorful characters and emotional appeals related to childhood and school environment through Instagram publications. The company Meta, owner of the social network, was also included in the complaint.
According to IDC, the countryside, including those entitled The taste of being a child AND Back to schoolTransmitted between 2024 and 2025, they are misleading and offensive. “The excessive colors, the language accessible to children and the attention on specific nutrients are a way to deviate the attention of the main one: they are ultra elaborate and, therefore, contraindicated to children”, explains Mariana Ribeiro, nutritionist of the healthy and sustainable food program of IDEC.
The complaint is based on an analysis of the Food Advertising Observatory, which evaluated 14 Ana Maria Line products. The study stressed that all gnocchi are ultra elaborate, 13 with high added sugar content and three with high rates of saturated fats.
In addition, the products contained cosmetic additives – substances that serve to alter the taste, aroma, color and consistency, without nutritional value – and “ghost ingredients”: gnocchi with vanilla or honey flavors, for example, did not have these ingredients in the composition. For idec, this configures the misleading advertising.
The central critic of idec is that by promoting gnocchi as ideal options for school lunch, suggesting that they are “sources of vitamins” and “full of nutrients”, induced advertising parents, mothers and caregivers, creating a healthy product image that does not correspond to their composition.
THE Earth He searched for the position of the company, but did not get a return until publication. The space is still open.
Source: Terra
Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.
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