Kajian Kesesuaian Iklan Produk Pangan di Media Cetak Terhadap Peraturan Perundang-undangan yang Berlaku: Studi Kasus pada Tabloid NOVA, Majalah Kartini, dan Majalah Ayahbunda Periode Penerbitan April – September 2012

Abstract

Advertising is a form of marketing strategy done by company so that the product can be quickly recognized and accepted by society. Oversight of food advertising is necessary because the delivery of products information is often done incomplete or redundant, violating the ethics of advertising, consumer misleading, biased, or even mislead consumers with claims that are not scientifically proven. This study aims to build decision tree as evaluation tool based on several advertising regulations, to evaluate the suitability of food advertising in media using decision tree that has been built, and to evaluate the variety of violations occur on food advertising in print media selected. The research was done through post-market evaluation of food advertisements contained on three types of media selected, namely Tabloid NOVA, Magazines Kartini, and Ayahbunda Magazine during the period April to September 2012. The study produced decision tree for nine categories of general violations and five categories for specific violations based on eight food regulations. Evaluation on 457 food ads shows 139 ads (30,42%) 100% comply the legislations and the rest 318 (69,58%) do not 100% comply the legislations. The most dominating food category is category of dairy products and analogues (32,60% of the total ads evaluated) and the most dominating violation category is first category of violations for specific categories of food products (28,88% of the total ads evaluated are not 100% complied for the violation category). The high level of violation ads published in the print media, especially the tabloids and magazines evaluated due to the number of laws and regulations of food advertising which has not been supported by good socialization, lack of awareness of industry and advertising agencies on the importance of law enforcement, and the weak monitoring of compliance with the legislations.