A SURVEY OF ILLEGAL WEIGHT-LOSS DIETARY SUPPLEMENTS ADVERTISEMENT AT ONE ONLINE SHOPPING WEBSITE
DOI:
https://doi.org/10.69598/tbps.16.1.31-43Keywords:
Advertisement, Dietary supplement, Weight-lossAbstract
Internet advertising is highly popular due to its effectiveness at reaching targeted audiences. This descriptive study’s objective was to analyze the content of advertisements for weight-loss dietary supplements on one online shopping website. In December 2015, data were collected by searching three keywords—“weight loss,” “firming,” and “fat reduction” on one online shopping website, and the legality of the advertising content was analyzed. The search found 330 weight-loss dietary supplements being advertised. Searches using the keyword “fat reduction” brought up the highest number of advertised products. (56.06%) This expression was found in the wording of most of these advertisements. (64.85%). 97.58% of advertisements for these types of products were illegal. The highest level of illegal advertising was for products in the group that claimed to aid weight loss (98.33%). The following 7 types of statements were the most commonly found in ads: (1) statements that claimed to have an effect on weight loss, or on diet were the most frequently found type (89.4%), followed by statements that (2) claimed to have an effect on the formation of body structure, organ function or the functional system of the body, (3) statements that made claims about figure fitting, fat trapping or any other similar statements, (4) statements that included words that are not permitted to be used in food advertising, (5)statements that made claims about skin or beauty nourishment (6) statements that claimed to be able to cure, relieve, treat or prevent diseases or sickness or the symptoms of diseases and (7) statements by medical professionals that recommended, supported, or praised the benefits or qualities of the food supplements. The findings showed that nearly all of the advertisements for weight-loss dietary supplements contained illegal content. Therefore, the relevant agencies need to inform consumers and promote awareness through campaigns in the media, to protect consumers against illegal content in dietary supplement advertising.
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