Content Analysis of Dietary Supplement Information Found in Woman Magazine in Thailand: Case Study of Cleo, Elle and Cosmopolitan (Pocket Size)

Abstract

The objectives of this study were to examine the quantity of dietary supplement information published in non-advertising and advertising columns of woman magazines by using the content analysis method, to determine the accuracy of content in non-advertising columns by using the Natural Medicines Comprehensive Database as a referent resource for assessment. Data were collected from 3 woman magazines: CLEO, ELLE and Cosmopolitan (pocket size) which published during January 1 and December 31, 2009 (total 36 issues). The findings were as follow: 1. The total of dietary supplement information found in the magazines was 222 items, of which 63.06% were found in non-advertising columns and 36.94%in advertising columns. The most products presented in non-advertising columns was dietary supplement for health and therapeutic group (75.00%) and dietary supplement for weight loss products were the most presented in advertising columns (45.12%). 2. The accuracy of content from presented indications of the products in non-advertising columns was 1.95% accurate, 39.61% inconclusive and 58.44% unsubstantiated. The result showed that there were many of dietary supplement information in non-advertising columns which might affect to the decrease of consumer awareness in information reliability checking. Moreover, it was found that there is not enough academic evidence to support the reliable of information in non-advertising columns. To promote safety in dietary supplement consumption, the government agency should give more focus to regulate the presentation in non – advertising columns and strengthen potential of consumer to know what the real intention of the information presented in the magazines was. Finally, consumer should practice to receive information more critically.