Marketing Health on Screens: A Cross-sectional Qualitative Content-Analysis of Health-Related Advertisements Accessible in Nepal

Abstract

Screen-based media plays a central role in advertising health-related products that may influence people's health behaviors. Little is known about which health related products are frequently advertised through screen-based media, such as TV and YouTube, particularly targeting Nepali viewers. This study aims to explore what and how screen-based media advertise health-related products to Nepali consumers. The study used a qualitative content analysis approach to assess the current status of health-related product advertisements through screen-based media. Three Nepal-based and one India-based television channels, along with YouTube, were purposively selected to observe advertisements related to ten health-related products. The observation was conducted from mid-to late November 2023. All observations were video-recorded, and notes were also maintained during the observation. A matrix was developed to extract the information related to the research questions, which was subsequently analyzed using qualitative content analysis. The findings show that most advertisements focused on messages related to energy, nutritional benefits, and awareness. The target audiences included youth, children, athletes in particular, as well as people of all age groups in general. The advertisements ranged from 19 seconds to 102 seconds. Although the types of products advertised varied across channels, the advertised products seemed to be predominantly nutritionally poor food and beverage items. The study raises a critical concern that such advertisements may mislead Nepali people, particularly those who are frequently exposed to such information, and may encourage the consumption of less nutritious or unhealthy foods. The study underscores the urgent need to formulate policies to regulate health-related advertisements and protect people from exposure to misleading information.