Health Claims for Food Products Advertised on Korean Television and Their Regulation: A Content Analysis

This article reviews the landmark studies of advertising claims and analyzes the health claims for food products advertised on Korean TV. The present study examined 1,479 food commercials aired on three major television networks from 2005 to 2007. The commercials containing health claims accounted f...

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Bibliographic Details
Published in:Journal of health communication 2011-10, Vol.16 (9), p.925-940
Main Authors: Choi, Won Joo, Kim, Hung Kyu
Format: Article
Language:English
Subjects:
Advertising
Advertising as Topic
Biological and medical sciences
Consumers
Content analysis
Food
Food - classification
Food products
Health care
Health Policy
Health technology assessment
Humans
Marketing
Medical sciences
Miscellaneous
Nutrition
Nutritive Value
Policy making
Public health
Public health. Hygiene
Public health. Hygiene-occupational medicine
Republic of Korea
South Korea
Television
Television advertising
United States
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Summary:This article reviews the landmark studies of advertising claims and analyzes the health claims for food products advertised on Korean TV. The present study examined 1,479 food commercials aired on three major television networks from 2005 to 2007. The commercials containing health claims accounted for 29.5% of the total. The health claims ranged from the nutrient content to the use of ambiguous expressions such as "healthy." Among the 5 types of health claims considered, specific nutrient claims ranked first (11.1%), followed by general health claims (9.4%). The regulatory policies of Korea concerning such advertising claims were compared with those of the United States. The results of this study are expected to have important implications for Korean policymakers who need better ways to regulate health claims for food products.
ISSN:1081-0730
1087-0415
DOI:10.1080/10810730.2011.561911