Novel Internet Advertising Approach to Raise Public Awareness About Metabolic Dysfunction‐Associated Steatotic Liver Disease

Background and Aims Metabolic dysfunction‐associated steatotic liver disease (MASLD), causing cirrhosis and liver cancer, is prevalent worldwide. Analyses of internet searches for “fatty liver” and methods to raise MASLD awareness are needed. Methods We retrospectively analyzed co‐occurring terms with “fatty liver” and tracked search histories to identify key terms. In a comparative study, a banner advertisement about MASLD was shown to individuals searching for key terms (key term group: KTG) or regardless of the search terms (control group: CTR). The ad redirected viewers to an educational cartoon, followed by a questionnaire. Results The most frequent co‐occurrence term was “how to treat.” People searched mainly for lifestyle‐related disease and diet terms. Key terms included “diet,” “blood sugar level,” “cholesterol,” “triglyceride,” “visceral fat,” and “antihypertensive drugs.” Banner views were 5 864 184 for KTG and 49 388 176 for CTR. KTG had a higher click‐through rate than CTR (0.097% vs. 0.063%; p < 0.001) and more survey responses (3.22% vs. 0.84%; p < 0.001). KTG participants also had a greater intention to seek medical care early (60.2% vs. 42.4%; p = 0.003). Conclusion Search term‐based advertising may help increase public awareness of MASLD and may encourage earlier intention to seek medical consultation.