Attention to Regulatory Approval in Food and Drugs Advertisements: Does the Medium Matter?

Abstract

Consumers are confronted daily with various risks associated with the consumption or usage of food and drug products. Health complications and even death are the possibilities for consumers who do not pay attention to critical warnings and signals of regulation of food and drug products and their advertisements. This study was guided by the AIDA (Awareness, Interest, Desire, and Action) model in advertising to examine the impact of advertising media on the attention of consumers to signals of regulatory approvals by the Food and Drugs Authority of Ghana. Survey responses from 201 undergraduate resident students of the University of Ghana were collected. Descriptive and inferential statistics conducted revealed that consumers are generally adamant about claims of regulatory approval in food and drug advertisements. Again, the study findings showed a preference for ads in local rather than English. Furthermore, the study found a significant difference in consumers’ attention to regulatory approval of food and drug advertisements across media types. . Thus, the study recommends that food and drug manufacturing companies, and food and drug regulatory bodies, educate the public to understand the value of validation and engender their interest. It is also recommended that regulatory approval should be presented, preferably in many local languages, to reach a bigger and more diversified audience. Also, the media used to display advertising and, for that matter, regulatory approval in advertisements should be carefully chosen to guarantee that the advertiser's objectives are met.