关键词: 保健食品, 违法广告, 目标消费群体, 年龄因素, 性别因素

Abstract: Objective This study the characters of consumers targeted by health food advertisements in Guangdong province. The results will be helpful to enhance the standard management to the advertisements of health food in Guangdong Province. Methods Forty issues announcements of illegal health food advertisements, which published in the official website of Guangdong food and drug administration center from January 2009 to October 2014, were collected and statistically analyzed by the age and gender of the target consumer groups. Results The old people, especially female consumers, were the target consumers of illegal health food advertisements in Guangdong province from January 2009 to October 2014. Conclusion Regulations and rules for the health food advertisements should be developed. And the coordination and supervision among advertizing departments, as well as knowledge to the health food advertisements based on the internet technique, should be strengthened.

Key words: Health food, Illegal advertisement, Target consumers, Age, Gender