Effects of advertising for food, drugs and health products to consumers in the terrestrial television media

Abstract

This study aims to examine the impact of advertising related to food, medicine, and health products on consumers who watch terrestrial television. It also seeks to provide relevant agencies with academic information for the formulation of consumer protection policies. A mixed-methods approach was employed, including document analysis, in-depth interviews with experts, and a nationwide survey of 1,500 respondents. The findings reveal that consumers place significant trust in terrestrial television, which is regulated by the NBTC (National Broadcasting and Telecommunications Commission), leading them to overlook potential risks in advertisements. As a result, many consumers are easily persuaded to purchase products. Among them, 20% altered their health behaviors for instance, relying solely on advertised products instead of consulting physicians or using prescribed medications from clinics or hospitals. Furthermore, 33% of product users reported no improvement in their physical well-being after use, citing lack of expected results or even worsened health conditions. Given that the target demographic still relies heavily on television and rarely verifies product information, and that current self-regulation among media professionals is ineffective in protecting consumers, the study concludes that regulatory agencies must play a more active role in overseeing advertisements for food, medicine, and health products broadcast on terrestrial television to ensure true consumer safety.