A Comprehensive Analysis of Misleading Food and Beverage Advertisements, with a Special Emphasis on Television Commercials regarding Women’s Health and Wellness
Ruchika
Research Scholar, Centre for Advanced Media Studies, Punjabi University, Patiala
Abstract
This research paper delves into the dynamic landscape of contemporary advertising, acknowledging its profound impact on daily experiences in the evolving journey of human civilization. Whether individuals are commuting or in the sanctuary of their homes, exposure to advertisements has become an omnipresent aspect of modern life, extending seamlessly into the digital realm through platforms such as YouTube, Facebook, and Twitter. Advertisements have metamorphosed into a formidable force, not only shaping our immediate environment but also exerting a substantial influence on lifestyles and the formation of identities. In light of this, a critical examination of the accuracy of advertisers’ claims becomes imperative, particularly when focusing on the intricate domain of food and beverages. The food and beverage industry, marked by intense competition, witnesses entities ardently promoting and selling their products. In this highly competitive marketplace, companies strive to establish market dominance, often resorting to misleading and faulty advertising practices. Navigating the intricacies of the food and beverage sector necessitates a discerning evaluation of the claims propagated by advertisers. To fulfil the objectives of this research paper, the researcher conducted a comprehensive investigation into the dissemination of false information by these Television Commercials, uncovering their role in deceiving consumers and violating the standards set by the Advertising Standards Council of India’s Code for Food and Beverages. Employing qualitative content analysis, the study specifically concentrates on scrutinizing food and beverage Commercials broadcasted on television. The findings illuminate the adverse impact of such television commercials, with a special focus on the realm of women’s health and wellness. This research contributes to an enhanced understanding of the challenges within the food and beverage industry, emphasizing the need for vigilant scrutiny and regulatory measures to safeguard consumer well-being, particularly in the context of women who bear a disproportionate brunt of these deceptive practices.
Keywords: Advertisement, Advertising Standards Council of India’s Code, Television Commercial, Violation, Women’s health and wellness.
Impact Statement
The study, “A Comprehensive Analysis of Misleading Food and Beverage Advertisements, with a Special Emphasis on Television Commercials Regarding Women’s Health and Wellness,” has significant implications for researchers, society, and the legal framework of advertising law in India. By scrutinizing advertisements that breach the Advertising Standards Council of India’s (ASCI) Code and investigating misleading information in TV commercials related to women’s health and wellness, the study contributes to upholding ethical advertising practices and protecting consumers from deceptive practices. The findings underscore the need for stricter enforcement of ASCI codes and suggest measures such as displaying violation information alongside advertisements and informing viewers about banned or revised commercials. Nonetheless, the study offers valuable insights for regulatory bodies, advertisers, and consumers to foster a more responsible advertising environment and promote accurate health narratives.
About Author
Ms. Ruchika, a distinguished Research Scholar with a Masters in Journalism and Mass Communication, adds a dynamic touch to the media landscape. In her role as a Production Manager at a leading infotainment channel, she ensured flawless project execution, maintaining high production standards. Currently, she serves as a Production Assistant for the Educational Multimedia Research Centre (EMRC), a Media Centre of UGC for Electronic Media, injecting creativity into educational content for the SWAYAM MOOCs project. Additionally, her contributions to the Ministry of Education, GoI’s NME-ICT Sakshat and SWAYAM Prabha DTH Channel-06 Vidhik, underscore her adept management of broadcast content. Ms Ruchika’s profile is a testament to the seamless blend of academic excellence and practical proficiency, highlighting her expertise across diverse facets of the media industry.
References
A definition of advertising. (n.d.). https://public.wsu.edu/~taflinge/addefine.html
A definition of advertising. (n.d.). https://public.wsu.edu/~taflinge/addefine.html
Advertising’s toxic effect on eating and body image. (2020, March 28). News. https://www.hsph.harvard.edu/news/features/advertisings-toxic-effect-on-eating-and-body-image/
As per the definition for food under the Food Act in India,. (2023, December 26). Testbook. https://testbook.com/question-answer/as-per-the-definition-for-food-under-the-food-act–61a9ebe312194d773a2c7fcf
ASCI. (2024, January 18). The ASCI code. https://www.ascionline.in/the-asci-code/. Advertising Standards Council of India.
Ascionline (ND). Home. https://www.ascionline.org
Ethan, D., Basch, C. H., Hillyer, G. C., Berdnik, A., & Huynh, M. (2016). An analysis of weight loss articles and advertisements inmainstream women’s health and fitness magazines. Health Promotion Perspectives, 6(2), 80–84. https://doi.org/10.15171/hpp.2016.14
Food licence. (n.d.). Home. https://www.foodlicence.co.in.
Food Safety and Standards Authority of India. (2020). Do you eat Right? https://www.fssai.gov.in/upload/knowledge_hub/852185f89a7fc009c5Book_Do_You_Eat_Right_16_10_2020.pdf. Parkinson’s Disease Foundation.
Food Safety and Standards Authority of India. (2020). Eat Right India handbook. https://www.fssai.gov.in/upload/knowledge_hub/768455f3cb1439357cEat_Right_India_Handbook_19_08_2020.pdf
Food Safety and Standards Authority of India. (n.d.). Home. https://www.fssai.gov.in/
García-Nieto, M. T., Gonzálvez-Vallés, J. E., & Viñarás-Abad, M. (2021). Social responsibility and misleading advertising of health products on the radio. the opinion of the professionals. International Journal of Environmental Research and Public Health, 18(13), 6912. https://doi.org/10.3390/ijerph18136912
S, S. (2023). Impact of social media on Youth: Comprehensive Analysis. Shodh Sari-An International Multidisciplinary Journal, 02(4), 286–301. https://doi.org/10.59231/SARI7640
Girimaji, P. (2013). Misleading advertisements and consumer. Department of Consumer Affairs. Ministry of Consumer Affairs and Food & Public Distribution, Government of India.
Kaladharan, S., Dhanya, M., & Rejikumar, G. (2023). Transforming food systems: A case of Eat Right India. International Journal of Health Governance, 28(4), 453–465. https://doi.org/10.1108/IJHG-05-2023-0048
Marketing practice. (2022, April 13). Horlicks Palak paneer AD/2022 [Video] [YouTube]. https://www.youtube.com/watch?v=nW_jVb_d4BU
Nahi, P. P. Horlicks Daily dose of iron, vitamin C and calcium. Horlicks TV Advertisement. (n.d.) [YouTube]. https://www.youtube.com/shorts/yJBpz1wLfFU
Kotak, R. (2016, June 9). McVities whole wheat Marie Kajol New Add [Video] [YouTube]. https://www.youtube.com/watch?v=7eYE7_RKzDI
Kapoor, S. 24×7. (2021, May 2). Lipton Green Tea 🍵 New Advertisement 2021 ft. Shraddha Kapoor [Video] [YouTube]. https://www.youtube.com/watch?v=tEbcp8rd6K0
Kapoor, S. 24×7. (2021, May 2). Lipton Green Tea New Advertisement 2021 ft. Shraddha Kapoor [Video] [YouTube]. https://www.youtube.com/watch?v=tEbcp8rd6K0
Jurgens, T., & Whelan, A. M. (2014). Can green tea preparations help with weight loss? Canadian Pharmacists Journal / Revue des Pharmaciens du Canada, 147(3), 159–160. https://doi.org/10.1177/1715163514528668
Amul, T. V. (2020, February 8). Amul Taaza Milk – Ghar ki bitiya [Video] [YouTube]. https://www.youtube.com/watch?v=TXNkr9-WOCg
Dalal, R. C., & Abhishek, A. (2024). Consumer purchase behavior towards ayurvedic cosmetic products in Bahadurgarh. Shodh Sari-An International Multidisciplinary Journal, 03(1), 430–439. https://doi.org/10.59231/SARI7681
Singh, M. (2023). Emerging trends of e-commerce in India. Shodh Sari-An International Multidisciplinary Journal, 02(4), 382–391. https://doi.org/10.59231/SARI7646