Chart 2. Description of marketing communication strategies on labels of food groups consumed by children under 5 years of age from the Brazilian National Health System (SUS). Rio de Janeiro, Brazil, 2014.

MCS on UPF labels	Description
Presence of characters and/or celebrities	Use of images of animals, figures or humanized foods, celebrities or cartoon characters in order to create a connection between the product and the person through confidence in their testimonies and search for status.
Emotional appeal	Connection between product consumption and a feeling of affection and protection.
Freebies offering	Indication of freebies offering, inside the packaging or attached to the label or describing the method of access.
Health appeal	Highlighting the nutritional composition of the product, the presence of certain ingredients, and messages that connect the product with health and well-being.
Sensory stimulation	Visual influence using colors, and reference to flavor, texture, and other sensory characteristics of the product.
Brand or slogan use	Brand/slogan is highlighted, used alone or in combination.
Promotional price	Reference to a lower price when compared to other products, or a higher quantity of the product for the same price.
Advertisement under advertisement	Advertisement of other products from the same brand, association of brands and indication of virtual spaces for more information.
Sustainability appeal	Use of messages about packaging recycling and brand actions related to environmental preservation.

MCS: marketing communication strategies; UPF: ultra-processed foods.