目的 获得广东省保健食品违法广告所针对目标消费人群的现况,为加强保健食品广告的管理提供研究基础。方法 将2009年1月—2014年10月广东省食品药品监督管理局官方网站公布总计40期保健食品违法广告的公告汇总,以目标消费群体的年龄性别作为分析因素,建立统计表进行相关研究分析。结果 2009年1月—2014年10月广东省保健食品违法广告主要是针对中老年人消费人群,并侧重于女性消费群体。结论 针对广东省保健食品违法广告存在问题,相关职能部门应增补保健品广告法规的操作细则,加强部门间协调分工及相互监督,并利用网络媒体平台开展相关保健食品知识宣传工作。

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.