Ethical Practices in the Content of Food Supplement Advertisements

The study aimed to determine the ethical practices in the content of food supplement advertising. Descriptive research through quantitative approach was used to 1200 Filipino consumers of food supplement products in the National Capital Region. The researcher utilized primary data through self-administered survey questionnaire which undergone validation from experts and pre-testing. Findings revealed that in general, ethical advertising is being practiced by food supplement products as assessed by respondents. The advertisements with theme of family values was noticed to be the most practiced, however sensitivity to persons with ailments was found to be the least practiced in terms of standards of presentation. The benefits and purpose of food supplements were clearly presented in ads, while precautions on excessive consumption diminished in terms of consumer protection and safety. Respondents also witnessed respect among competing brands in the practice of fairness on trade conduct, however, transparency in sales promotional materials were otherwise. Ads also do not suggest that it can replace healthy food but was noticed implying it can prevent disease alone. Significant differences were observed in the assessment of standards of presentation by highest educational attainment and average monthly income. There is also significant difference in consumer protection and safety by gender, education, and income. In terms of fairness, there is significant difference by education and income. Assessment on product claims has significant difference by age, education and income. Based on findings, it is recommended to consider providing more and proper information about the food supplement products in their marketing communication through informative advertisements. Another study on this ethical ads and its impact to consumer buying behavior is recommended.

Keywords –Advertising Ethics, Food Supplement, Fairness, Marketing Communication, Product Claims