Gıda Reklamlarına Görünmez Sınırlama: Akar Bant Uyarıları Üzerine Nitel Bir Araştırma

Abstract

This study deals with the effectiveness of regulations on advertising in the context of obesity. Advertisements' effects on people required the commercial promotion of various products associated with human and public health to be subjected to public or sectoral regulations. Obesity has been accepted as a public health problem, or even a pandemic in recent years. It is thought that advertisements of food, whose "over-consumption is not recommended" have a role in the rise of obesity. Therefore, RTÜK (Radio and Television Supreme Council) introduced regulations, which necessitated the insertion of warning messages in the form of supers in certain food advertisements. However, the effect of these supers has not been questioned. In this study, the capacity of the warnings in the supers to affect the consumer is investigated with qualitative research based on in-depth interviews. Interviews were conducted with women, who are addressed as the primary decision-makers in domestic food consumption by various studies. 11 interviewers were actualized using the snowball technique. During the online interviews, a link was sent to the interviewer and a 2-minute advertising tape was run, and then the interview was conducted after obtaining approval for recording. Analysis of the interviews indicated that warnings through supers were not noticed, and the main reason for this was the speed and size of the supers. Thus, unnoticed messages can't affect the target audience. As a result, it has been determined that warnings in the supers introduced in advertising regulations have no function in preventing obesity by raising awareness about foods that are not recommended for over-consumption.

An Experimental Study to Determine Nutrition Profile Warning Message Effectiveness in Food Advertisements

“…According to the age groups of the participants, it can be said that the participants between the ages of 25-34 view the flow band message the most, while the group that about "daily fruit and vegetable consumption". In this respect, the results of the research coincide with the study conducted by Çetinkaya and Hof (2021). The message is seen, but the message is not perceptible and memorable enough.…”

“…Yılmaz's (2020) study is a study that examines the food profile model and its applications on TV with a descriptive approach (Yılmaz, 2020). Çetinkaya and Hof (2021), in their study to determine the capacity of flow bands in food advertisements to influence consumers, concluded that flow bands were not noticed by consumers watching the advertisements and in this context, flow bands are not effective in terms of preventing obesity and encouraging healthy eating by not going beyond legal obligation. This study is a study in which the level of awareness of the warnings of the warning tapes is examined based on qualitative methods (Çetinkaya & Hof, 2021).…”

“…Çetinkaya and Hof (2021), in their study to determine the capacity of flow bands in food advertisements to influence consumers, concluded that flow bands were not noticed by consumers watching the advertisements and in this context, flow bands are not effective in terms of preventing obesity and encouraging healthy eating by not going beyond legal obligation. This study is a study in which the level of awareness of the warnings of the warning tapes is examined based on qualitative methods (Çetinkaya & Hof, 2021). This study also examined food profile studies conducted around the world on foods with high fat, salt and sugar content that are not recommended for excessive consumption.…”