Analisis Klaim Iklan dan Label pada Produk Pangan

Abstract

The purpose of this study was to examine the characteristicsof advertising claim and labels in food product and to evaluate the truth of food claim advertised in some magazines. Content analysis was used as a method of the study. Printed Advertisement of food product in three magazines (Kartini, Femina, Ayahbunda) published between June-Nov’1997 were analysed. There were 84 different food item and 77 food brands advertised in the three magazines during that period. Food claim evaluation was refrred to (a) The Nutrition Labeling and Education Act (NLEA,1994), (b) Undang-undang Pangan No. 7 Tahun 1996, (c) Pedoman Umum Label dan Periklanan Makanan, and (d) Tata Krama dan Tata Cara Periklanan Indonesia. The results of the study showed that most of food advertisements presented nutrition and health related claims. It was also found that some advertisements were deceptive.