August 6, 2025

Content Analysis of Misleading F&B Advertisements on Instagram Focusing on Health and Nutrition Claims as well as Advertising Appeal

Key Points

MAIN FINDING: Misleading food and beverage advertisements frequently use unproven claims, indicating they may mislead consumers.
KEY EVIDENCE: Subjective claims were found in 44.4% of ads, with fear appeals used in 55.6% of cases, showing prevalent deception.
APPROACH: The research utilized content analysis with a quantitative descriptive design to evaluate Instagram advertisements.
SIGNIFICANCE: Findings highlight the need for better regulation of misleading advertising in the food and beverage industry to protect consumers.

Abstract

This research analyzes the content of misleading advertising claims and analyze the advertising appeal used in misleading F&B product advertisements on Instagram reels, specifically mentioning health and nutrition claims. This research employed the method content analysis with a quantitative descriptive design. Data analysis techniques included validity and reliability tests. The results of the misleading advertising claim and advertising appeal research show that advertisements frequently use subjective claims at 44.4%, product orientation at 100%, the ambiguous misleading categories at 33.3%, displaying product attributes at 55.6%, and fear appeals at 55.6%. Based on the analysis, it is indicates that a large number of advertisements use claims that cannot be proven true, aredeceptive, inaccurate, and puffery. Which suggests that the advertisements have the potential to mislead consumers. Additionally, the advertisements also emphasize the quality of the product and trigger consumer emotions, thereby positioning the product as the best choice.

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