RESUMEN
This study aims to explore the stakeholders' views and suggestions about the policy challenges of food advertisements. Sixteen semistructured interviews were held with media and the food industry experts. Directed content analysis and constant comparison methods were used to obtained categories until subthemes were extracted, and the results were shared as member checking with the stakeholders. Two categories in two themes and seven subthemes were investigated based on the perspectives of the stakeholders: (a) Creating food advertisements and (b) Regulations and rules of food advertising. Few strict guidelines and rules are governing food advertising in Iran. Some factors influencing the general approach in nutrition policy and particularly the choice of policy options and instruments that can be placed in this area, including economic factors, political leadership, lack of political, and systematic monitoring of food advertising status, will were perceived as powerful constraints in advertising policy. Strong links must be established between all sectors that have a bearing on healthy food (the media, public health community, food industry, and consumers). The research findings seek to offer policy options for both the government and the stakeholders for challenging future policies of food advertising.
