Advertising strategy	Brief definition
Regulated strategies
Presence of children
Child as main actor	Child/adolescent is the main focus of the ad
Child interacting with food	Child/adolescent eating, drinking, seated at a table with available foods
Child dressed up in a costume	Child/adolescent dressed up (e.g. as superhero, clown)
Child voices or jingles	Includes child voices or jingles
Animated characters
Animated animals	Animated animals, personified or not
Animated child/figure/product	Animated character/figure/product, personified or not
Licensed characters	Known character from television, movie, book (e.g. Peppa Pig, Disney’s Cars)
Celebrities	Characters that are familiar to children
Celebrities	Actor, actress, singer, television anchor (Don Francisco)
Athletes	Known athlete or team (e.g. Alexis Sánchez)
Promotional gifts or incentives
Gifts	Toys or collectible gifts (e.g. stickers, stamps)
Prize/contests	Ad offers participation in prize draws or contests
Interactive games	Ad offers to download applications or participation in online games
Childhood life references
School/day care/playground	Mention of day care, school, playground, school supplies, toys
Popular words (e.g. ‘cool’)	Popular words such as ‘bacán’, ‘cachai’, ‘crack’, ‘cool’, ‘pro’
Fantasy	Fantastic images (e.g. breakfast cereal that appears from a wheat field, a swimming pool of juice, a yoghurt wave)
Non-regulated strategies
Happiness/entertainment	Explicit information about happiness, entertainment, pleasure (e.g. ‘this is fun’)
Taste/smell/texture	Explicit information about taste/smell/texture (e.g. ‘creamy’)
Nutrition/health/weight control	Information about how healthy, nutritious the product is, weight management
Sex/romance	Includes a couple in a romantic situation (e.g. kissing) or explicit focus on legs, cleavage, etc.
Deregulated consumption	Explicit messages that prompt deregulated eating (e.g. ‘you can’t stop’)
Sales promotions	Promotions that offer discounts, 2 for 1, etc.