Abstract
Restrictions on advertising of high-alcohol-content beverages aims to prevent consumption in young people and alcohol misuse in adults. The main objective of this research was to analyze the presence of distilled spirits mentions and its compliance with legislation in relation to the minor protection time slot, the factors associated with drinking, and the promotion of excessive consumption. We conducted a content analysis of all advertising mentioning spirits broadcast throughout 2017 on news/talk radio stations targeting an adult audience in Spain. We identified 355 radio mentions. The special protection time slot for minors was disregarded in 91.8% of cases. Radio personalities encouraged immoderate consumption in 76.6% of the analyzed mentions, and associated alcohol consumption with improved physical performance, social success, or health in 42.3% of cases. This study reveals the shortcomings of public administration in the control and monitoring of spirits mentions in the radio medium, in a context in which the adult population is unprotected against messages that frequently encourage excessive consumption and associate it with positive and gratifying values.
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