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Pol J Cosmetol 2024, 27(4): 175-183pl  Analysis of the influence of advertising on the choice of dietary supplements improving skin appearance in different age groups and levels of consumer educationJulia Cieplucha 1/, Aneta R. Mamos 1,2/ 1/ Zakład Biofarmacji, Wydział Farmaceutyczny, Uniwersytet Medyczny w Łodzi 2/ Instytut Ekspertyz Medycznych w Łodzi Summary Introduction. The growing popularity of dietary supplements stems from the fact that in recent years we have seen a dynamic increase in interest in healthy lifestyles and personal appearance. In addition, the approach of cosmetologists has also changed, with them increasingly recommending the use of dietary supplements, mainly to combat skin problems. Aim. The aim of the study was to assess the impact of advertising on the popularity of dietary supplements among consumers and to analyse their knowledge of these products and their impact on attitudes and purchasing decisions depending on age and education. Material and methods. The study was conducted using an online survey among 129 people. Data on the level of knowledge about dietary supplements, frequency of use and sources of information were analyzed, considering demographic variables (age, level of education). Results. The highest level of knowledge and the greatest propensity to use supplements was demonstrated by the group of respondents aged 31-55. With age, a decline in interest in supplementation and less diversity in the sources of information used were observed. People with secondary and higher education (bachelor´s, master´s degrees) showed the greatest information activity and declared a higher level of knowledge. The Internet was the main source of knowledge regardless of education, although people with higher education more often indicated scientific articles and industry literature. Conclusions. Age and level of education significantly influence the level of knowledge about dietary supplements and their use in the context of improving skin appearance. With age and level of education, there is a growing commitment to both the use of supplements and the search for information about them. Despite the popularity of supplementation, consumer decisions are largely informed and based on reliable sources. A limitation of the study was the uneven size of the groups, which indicates the need for further analysis in larger and more diverse populations. Key words: customer reviews, dietary supplements, advertising |