Rentabilidad a costa de la salud. Comunicación corporativa irresponsable en la industria de suplementos

Ana García-Arranz; Salvador  Perelló-Oliver

doi:10.26441/RC23.1-2024-3357

Autores/as

Ana García-Arranz Universidad Rey Juan Carlos https://orcid.org/0000-0002-6956-6008
Salvador Perelló-Oliver Universidad Rey Juan Carlos https://orcid.org/0000-0003-2655-440X

DOI:

https://doi.org/10.26441/RC23.1-2024-3357

Palabras clave:

transparencia, comunicación corporativa, responsabilidad social corporativa, suplementos, divulgación, claridad, precisión, salud pública

Resumen

La creciente preocupación por la salud y la nutrición ha propiciado la proliferación del consumo de suplementos alimenticios a nivel mundial. En Europa, el tamaño del mercado alcanzó los 13.300 millones de euros en 2022. Sin embargo, los consumidores continúan desinformados sobre la realidad de unos productos que se siguen presentando como remedios incluso para las enfermedades más graves. En el contexto de estas organizaciones, en las que los vacíos legales han permitido que la rentabilidad desplace a la ética, urge analizar el grado de (ir)responsabilidad de las empresas en la gestión de la transparencia de la información que facilitan al consumidor. Este trabajo evalúa la transparencia en la comunicación corporativa de las empresas de suplementos, explorando tres dimensiones en la información proporcionada: divulgación, claridad y precisión. Se llevó a cabo un enfoque cuantitativo y estadística descriptiva utilizando χ², a partir de un análisis de contenido de 103 sitios web corporativos. Este corpus abarca todo el universo de empresas que invirtieron en publicidad digital entre los años 2017 y 2021. Los resultados muestran que el 61,2% de las empresas no se declaran socialmente responsables en sus páginas web, y sólo 13 de 113 han emitido informes de transparencia; la información sobre los productos es confusa en el 45,6% de las empresas y escasa en el 19,4%; los ingredientes están ausentes en más de la mitad del corpus, y se omite la evidencia empírica en el 83,5% de las empresas.

Métricas

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Biografía del autor/a

Ana García-Arranz, Universidad Rey Juan Carlos

Ph.D. in Sociology. She is Lecturer in the Faculty of Communication Sciences, Universidad Rey Juan Carlos (Madrid). Her research interests focused on a range of social issues such as critical discourse analysis, social representations, and health communication. She is member of the research group methaodos.org (methodology group for applied social research). https://orcid.org/0000-0002-6956-6008, anamaria.garcia.arranz@urjc.es

Salvador Perelló-Oliver, Universidad Rey Juan Carlos

Professor in Sociology. He has conducted several funded and competitive research related to advertising regulation and self-regulation in health-related communication. He is Principal investigator of the High-Performance Group, methaodos.org. His research interests are oriented towards the development of methodologies for advanced discourse analysis from the perspective of manipulation and deception in health-related content. https://orcid.org/0000-0003-2655-440X, salvador.perello@urjc.es

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