Table 2.

Open coding results (essential concepts extracted according to priority)

Categories	Themes	Sub ‐Themes
Creating food advertisements (advertising agencies)	The process of TV food advertising	Reviewing the brand objectives of TV advertising Preparation of the advertising scenario ‐Brief description of the brand ‐Product introduction Customer service Production unit
Regulations and rules of food advertising	Advertisements broadcast	The Health Council of IRIB (the content of food advertising) ‐Compiling regulations concerning the content of advertisements Trade Council of IRIB (standard broadcasting advertisements) ‐Reviewing the manufacturer's documents ( health license and production license) ‐A trilateral agreement between the advertising company, trade council, and the manufacturer ‐Broadcast review board Ministry of Health and Medical Education ‐Deputy of Health ‐Food and Drug Administration