The Effect of Exposure to “Exemption” Video Advertisements for Functional Foods: A Randomized Control Study in Japan

Previous content analysis of video advertisements for functional foods identified “Exemption” advertisements. “Exemption” advertisements may imply to the audiences that “By taking functional foods, I can adopt unhealthy behaviors or I don’t have to adopt healthy behaviors”. In the context of Compensatory Health Beliefs (CHBs), this study refers to these beliefs as functional foods related to CHBs (FF-CHBs). This study aimed to assess the effects of exposure to “Exemption” advertisements for fat-reduction functional foods on audiences. The main hypothesis is exposure to “Exemption” video advertisements increases participants’ FF-CHBs. Participants (n = 788) were randomly assigned to an intervention group that viewed three video advertisements or a control group and answered online self-administered questionnaires. Intervention videos were three videos with the highest number of views per month from among the “Exemption” video advertisements. Control videos were about how to brew green tea. FF-CHBs was assessed before and after the intervention. The intervention group showed significantly greater FF-CHBs after intervention (mean = 2.37 vs. 2.11, p < 0.001, η(2) = 0.026) compared with the control group. “Exemption” functional foods video advertisements increased FF-CHBs that can lead to adopting unhealthy behaviors and avoiding healthy behaviors. The content of these functional foods video advertisements should be improved to promote public health.