The marketing of energy-dense foods can adversely affect health and lead to obesity and other chronic non-communicable diseases. To determine energy-dense food, nutrient profiling models can be used, assigning foods into categories based on their nutrient content. Moreover, nutrient profiling models can be used for regulatory purposes that would positively affect women's eating habits and contribute to reducing the incidence of obesity and other non-communicable chronic diseases of modern times. The purpose of the master's thesis was to research the scope of advertising in women's magazines in the selected period of time, and above all we were interested in how often there was advertising of “less healthy” foods. We found that in women’s magazines, there was mainly advertising of foods with poor nutritional quality based on total fat, saturated fat, sodium, protein, sugar and fibre contents. Among the most frequently advertised food categories were dietary supplements, chocolate, and confectionery. Advertising of unhealthy foods in the media has a detrimental effect on health and affects poor eating habits. We determined that nutrition and health claims were often used in food advertisments, however nutrition claims appeared less frequently. Usage of nutrient profiling models could reduce the advertising of unhealthy foods and the use of nutrition and health claims on them.
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