"Exemption-type" advertisements depict healthy foods as an exemption for unhealthy behavior, which can lead viewers to misunderstand that they should eat healthy foods without trying to be healthy. be.When the research group surveyed video advertisements for domestic health foods that appealed to the effect on "fat", which is said to be of particular interest, "indulgence-type" advertisements were the most common (about 25%).

　Therefore, we conducted an Internet survey to evaluate the impact of "indulgence-type" video advertisements for health foods related to "fat" on viewers' perceptions.788 enrolled monitors (18-64 years, mean 40 years) were randomly assigned to the intervention or control group.394 people in the intervention group viewed three of the most viewed video ads that were identified as "indulgence-type."3 people in the control group watched a video on how to extract tea unrelated to health foods.

　We asked participants multiple questions before and after viewing the video regarding the recognition that "if you eat healthy foods, you may behave unhealthy and you do not have to behave healthy" and analyze the answers.As a result, the intervention group who watched the "indemnity-type" video was statistically significantly stronger and recognized that "if you consume health foods, you may behave unhealthy and you do not have to behave in a healthy manner." did.

　If "indulgence-type" advertising induces unhealthy behavior on a daily basis, the harm caused by unhealthy behavior is greater.From a public health perspective, the research group points out the importance of improving the content of video ads for health foods.

Paper information:[Healthcare] The Effect of Exposure to “Exemption” Video Advertisements for Functional Foods: A Randomized Control Study in Japan