[Content analysis of health food advertisements in Japanese newspapers]

To examine the content of health food advertisements in Japanese newspapers using content analysis, a qualitative study method.

Health food advertisements were selected from five major Japanese newspapers (Asahi, Sankei, Nihon Keizai, Mainichi, and Yomiuri) in October 2007. Fourteen items were checked, including the newspaper's name and the size of the advertisement, health food category [Food for a Specified Health Use (FSHU), Food with Nutrient Function Claims (FNFC), Japan Health Food Authorization (JHFA), and "others"], health claims, and functional ingredients.

In all, 541 advertisements were found: 12.4% for FSHU, 6.3% for FNFC, 4.3% for JHFA, and 77.1% for others. Ninety-five functional ingredients were identified, and most advertisements extolled the savings of the health foods (e.g., discount messages) and health claims (70.6% and 60.8%, respectively). The content of advertisements differed according to the health food category, and the ingredients shown in the FNFC advertisements differed according to permission by the Japanese regulatory body.

In summary, most health food advertisements in Japanese newspapers were for "other" health foods, the content varied according to the health food category, and the ingredients shown in FNFC advertisements differed with permission of the Japanese regulatory body. Education in media literacy is recommended for consumers.