Alcohol Advertising Research Articles

Prevalence of violent advertisements in New York City subways.

Background: Media advertisements displaying aggression and violence in public transit spaces represent a public health concern. The high visibility of ads likely contributes to increased levels of aggression among New York City (NYC) youths traveling across boroughs. Given the importance of the physical, psychological and social environment in shaping the lives of youth, additional attention is warranted regarding how media advertisements are promoted within public transit spaces across America. The aim of this study was to document quantity and placement of advertisements illustrating aggressive and violent content throughout the NYC public transit subway system. Methods: This cross-sectional study was conducted over a five-day period in June 2017. Direct observation was used to document all advertisements within every NYC Metropolitan Transit Authority (MTA) subway station (N = 472) in four NYC boroughs: Bronx, Brooklyn, Manhattan and Queens. Static media advertisements with/without aggressive and violent content displayed on subway platform wall panels above and underground were counted, photographed and described with a mobile app. Results: Aggressive and violent ads in the MTA were pervasive. Subway platforms displayed advertising consisting of guns, individuals fighting and attacking, and words with aggressive language. Conclusion: Public transit spaces provide unregulated visual and verbal messages without citizen participation. Subway stations in NYC and across the country prohibition stance could be a model for violent content reduction. Given the pervasive and tragic effects of aggression and violence on youth and adults, transit agencies could inundate passengers with positive advertising content. Dialogue between citizens and transit agencies to remove noxious messages from public transit spaces warrants the same discussion given to banning alcohol advertisements.

Evaluation of monitoring youth exposure to alcohol advertising on cable television, United States 2016-19.

Exposure to alcohol advertising is associated with underage drinking, which contributes to adolescent morbidity and mortality. Alcohol advertisements are regulated by the alcohol industry. Our research team has published reports monitoring alcohol advertisers' compliance with industry guidelines. In this study, we estimated: (1) changes in youth and adult exposure to alcohol advertisements on cable television from 2016-19 and (2) changes in youth exposure to types of non-compliant advertising highlighted in monitoring reports over the same period. Interrupted time-series analysis using data from Nielsen US national television audience estimates, 2012-19. Outcome was advertising impressions (the total number of times an alcohol advertisement was viewed by youth or adults) by month. Non-compliant exposure was impressions from advertisements that did not meet guidelines. Covariates were advertising spending in multiple media categories. Seasonal autoregressive integrated moving average models estimated trends in exposure before the publication of monitoring reports (2012-15 reference period) and during the monitoring period (2016-19). We compared the modeled exposure trend during the monitoring period to the reference period projected trend. United States. A total of 57 000 Nielsen panel households FINDINGS: Non-compliant exposure declined 6158 [95% confidence interval (CI)=-11 406 to -911] million impressions, or -77.3% during the monitoring period compared with the reference period trend. Total youth exposure declined by 20 995 (CI=-34 701 to -7288) million impressions (27.0%). Non-compliant exposure on programs, network dayparts and brands highlighted in monitoring reports declined by -82.4, -79.0 and -82.2%-more than other programs (-52.7%), network dayparts (-71.0%) or brands (143%). Adult exposure declined by 9.3%. Publication of alcohol advertising monitoring reports appears to have been associated with a 27.0% decline in US youth exposure to alcohol advertising on cable television and a 77.3% decline in US youth exposure to non-compliant alcohol advertising.

Underage Adolescents' Reactions to Adverts for Beer and Spirit Brands and Associations with Higher Risk Drinking and Susceptibility to Drink: A Cross-Sectional Study in the UK.

In the UK, adolescents under the minimum legal purchasing age (<18years) are aware of a variety of alcohol marketing activities. It is therefore important to examine how such marketing appeals and how it might shape consumption. This study assessed the relationships between positive reactions to alcohol adverts and susceptibility to drink among never drinkers and higher-risk drinking among current drinkers. Online cross-sectional survey of 11-17year olds (n=2582) in the UK. Adolescents were shown three video alcohol adverts (Fosters Radler/Haig Club Clubman/Smirnoff). Reactions to each were measured by eight scale-items (e.g. 1=makes [Brand] seem unappealing to 5=makes [Brand] seem appealing), which were combined into a composite score (coded: positive versus other). Logistic regressions assessed associations between overall positive advert reactions and drinking behaviours. Half of adolescents had overall positive reactions to the Smirnoff (52%) and Fosters (53%) adverts, and a third (34%) had a positive reaction to the Haig Club advert. Across all three adverts, positive reactions were associated with ~1.5 times increased odds of being susceptible to drink among never drinkers. Among current drinkers, positive reactions to the Foster's Radler and Haig Club adverts were associated with around 1.4 times increased odds of being a higher-risk drinker. These alcohol advertisements commonly appealed to underage adolescents, and these reactions were associated with susceptibility among never drinkers and higher-risk consumption among current drinkers. Regulatory consideration should be given to what messages are permitted in alcohol advertising, including international alternatives (e.g. only factual information).

Residents perceptions of the alcohol environment: A participatory photovoice project in two districts with different socio-economic status in a large city.

The purpose of this study was to present the alcohol environment as perceived by its residents in two districts of Madrid using the Photovoice participatory methodology. Secondly, we compared the results according to the socio-economic status of the districts. The study was conducted in the city of Madrid, Spain, in two districts with different socio-economic status. A total of 26 people participated, who took and discussed photographs about their alcohol environment. They grouped them into 33 final categories, such as the socialising role of alcohol or the alcohol advertising. Co-authors further grouped participants final categories into seven general areas. The participants in the Photovoice project have helped to deepen the understanding of the alcohol urban environment. These results may help to design more effective policies to prevent hazardous alcohol consumption.

Intervening alcohol marketing to reduce harmful alcohol use and lessons learned from the theory of changes: Case studies in Thailand

ObjectivesGlobally, the burden of disease caused by alcohol use has been steadily increasing, including in Thailand. In this study, we aim to test the effectiveness of Anderson et al.‘s suggested three approaches to change the collective social norms, which comprise of: (1) providing information and an understanding about alcohol use behaviour, its causes and distribution; (2) focusing strategies on groups rather than individuals; and (3) strengthening supportive laws, regulations and approaches. Study designWe employed a mixed-methods approach. Evidence was gathered from literature review and in-depth interviews with key individuals who are responsible for community-based interventions to alcohol marketing strategies in Thailand. MethodsWe chose to focus on two case studies in Nan and Surin provinces, where hospital-based longitudinal data (8 years) were available. Changes in casualties related to the harmful use of alcohol, resulting from interactions between community-based interventions and alcohol marketing during the time of annual festivals were investigated. We employed the theory of change (ToC) defined by Vogel to guide the data collection and analysis. We reviewed literature from online databases and grey literature to generate causal-loop diagrams. ResultsWe created a causal-loop diagram to describe the complexity of harmful alcohol use, its related factors, context, interventions and outcomes. Over the decade between 2006 and 2015, community-based strategies led to a substantial reduction of casualties (initially a 50% reduction, rising to an 80–90% reduction by the end of the study period) during the time of the festivals. ConclusionsThe reduction in injuries and fatalities could be a result of the concerted actions, including legal sanctions of alcohol beverage sales and advertisement, and public education to raise awareness and impart knowledge of the harmful use of alcohol. The actions were organised by a coalition of civil society, health professionals, public authorities and community leaders using hospital-based data on the adverse effects of harmful alcohol use to mobilise political support at the provincial level. The availability of long-term financial support as a catalytic source of funds and the presence of a comprehensive alcohol control act enabled framing and mobilisation of local resources and political support.

Alcohol Availability Restriction Policy and Changes in Consumer Behavior in Lithuania in 2016–2019

To reduce alcohol consumption, in 2018 the Lithuanian Government introduced new restrictions on alcohol sales time, consumer age, and alcohol advertising. These restrictions apply to the entire population, regardless of alcohol consumption behavior. Such actions of the government were provoked by the scale of the problem; according to the data provided by the World Health Organization and the European Union Commission, Lithuania sits among the leading countries in alcohol consumption.The policies taken by the government to reduce alcohol consumption are described by many economists as paternalistic, as they reduce an individual’s freedom of decision. The aim of this paper is to evaluate the changes in alcohol consumption behavior after the regulatory measures entered into force and the public attitude towards these measures based on research results.This article presents the results of a study first conducted in December 2016 by the researchers of the Faculty of Economics of Vilnius University and the representatives of the Lithuanian Business Confederation*. The aim of the study was to distinguish the different groups of alcohol consumers and their alcohol consumption behavior and attitudes towards the alcohol restriction policies.** To achieve this aim, an analysis of scientific papers, a population survey, and statistical analysis methods were used.The authors conclude that alcohol restriction policies, met with a relatively favorable public attitude, may have adjusted levels of alcohol consumption and its patterns, but the increase in the number of young people among alcohol consumers is not in line with the expected policy outcomes. The measures adopted did not encourage respondents to give up alcohol in the longer term (12 months).

The alcohol advertising ban in Norway: Effects on recorded alcohol sales.

Although bans or restrictions on alcohol advertising are recommended as one of the three most effective and cost-effective policies to curb alcohol consumption, the best evidence to support this is indirect. The aim of this study was to examine whether the complete ban on alcohol advertising in Norway in 1975 had any effect on total alcohol sales. Annual time series of recorded alcohol sales (1960-2006) were analysed. Autoregressive integrated moving average interrupted time series techniques were used to model the effect of the advertising ban, adjusting for alcohol prices and wages. The autoregressive integrated moving average analyses showed a negative and statistically significant effect of the ban on total recorded alcohol sales, suggesting an immediate and lasting reduction of 7.4% (P= 0.002). The complete ban on alcohol advertising in 1975 in Norway reduced recorded alcohol sales. This suggests that the ban had a protective effect by reducing total alcohol consumption. The conclusion remains tentative because of possible effects of unrecorded alcohol consumption and marketing on social media and satellite TV channels.

Next-Generation Solutions to Address Adaptive Challenges in Dietetics Practice: The I+PSE Conceptual Framework for Action.

Next-Generation Solutions to Address Adaptive Challenges in Dietetics Practice: The I+PSE Conceptual Framework for Action.

Using social media comments to reduce alcohol purchase intentions: An online experiment.

Alcohol advertising is prevalent on social media. The current study sought to identify effective message types to pair with social media alcohol ads to minimise purchase intentions associated with exposure. A 6 (within) × 5 (between) randomised controlled experiment was conducted with n=723 US participants. Participants viewed six unique social media alcohol ads and were randomised to view one of four message types (i.e. pro-drinking comments, anti-drinking comments, industry responsibility messages and health warning labels) associated with the ads or the control (i.e. no messages). Purchase intentions were measured after each ad exposure. Significant main and interactive effects were determined by two-level, random intercept hierarchical linear models. Purchase intentions were significantly lower among participants who viewed anti-drinking comments relative to the control (P=0.022) and warning labels (P=0.016). Purchase intentions were significantly greater among participants who viewed pro-drinking comments and had a family history of alcohol use (P=0.032) and among those who viewed warning labels and were previously exposed to alcohol depictions through family and friends' social media posts (P=0.033). Anti-drinking messages, written by social media users, may be effective at reducing alcohol purchase intentions when posted as social media comments. Current industry responsibility messages had no effect, and caution may be needed if warning labels are applied to ads in this medium.

A deep learning approach to identify unhealthy advertisements in street view images

While outdoor advertisements are common features within towns and cities, they may reinforce social inequalities in health. Vulnerable populations in deprived areas may have greater exposure to fast food, gambling and alcohol advertisements, which may encourage their consumption. Understanding who is exposed and evaluating potential policy restrictions requires a substantial manual data collection effort. To address this problem we develop a deep learning workflow to automatically extract and classify unhealthy advertisements from street-level images. We introduce the Liverpool {360}^{circ } Street View (LIV360SV) dataset for evaluating our workflow. The dataset contains 25,349, 360 degree, street-level images collected via cycling with a GoPro Fusion camera, recorded Jan 14th–18th 2020. 10,106 advertisements were identified and classified as food (1335), alcohol (217), gambling (149) and other (8405). We find evidence of social inequalities with a larger proportion of food advertisements located within deprived areas and those frequented by students. Our project presents a novel implementation for the incidental classification of street view images for identifying unhealthy advertisements, providing a means through which to identify areas that can benefit from tougher advertisement restriction policies for tackling social inequalities.

Exposure to Television Alcohol Brand Appearances as Predictor of Adolescent Brand Affiliation and Drinking Behaviors.

Adolescence and the transition to adulthood is an important developmental stage in the emergence of health risk behaviors, specifically underage alcohol use. Adolescents consume a tremendous amount of screened media (primarily streamed television), and media depictions of behaviors is prospectively linked to youth initiation of behaviors. With the arrival of streamed media technology, alcohol advertising can be nested within television content. This study describes alcohol brand depictions in television and evaluates impact of exposure to such depictions on adolescent drinking outcomes. A national sample of 2012 adolescents (Mage = 17.07; SD = 1.60 years, range 15-20; 50.70% female) reported on television viewership, alcohol brand affiliation, and drinking behavior, with follow-up one year later. Ten series (that remain relevant to youth today) across television ratings from a single television season were content coded for presence/salience of alcohol brand appearances. Adjusting for covariates (e.g., peer/parent drinking, youth sensation seeking, movie alcohol brand exposure), higher exposure to brand appearances in the television shows was associated with youth drinking. Aspirational and usual brand to drink corresponded to television alcohol brand prominence, and television brand exposure was independently associated with drinking initiation and hazardous drinking.

Trends in Youth Exposure to Alcohol Advertising on Cable Television, United States, 2013–2018

A growing body of research suggests that exposure to alcohol advertising increases the risk of alcohol-related adverse health consequences among underage populations. The alcohol industry has voluntary advertising guidelines to restrict the placement of alcohol advertisements only to media in which youth younger than age 21 comprise no more than 28.4% of the audience. However, the current guidelines do not account for variations in exposure among subpopulations of underage television viewers. Most youth exposure to alcohol advertising in traditional media in the United States comes from advertisements placed on cable television. Therefore, this study assessed trends among underage populations in per capita alcohol advertising exposure on cable television programs. Advertising placement and audience data on cable television were licensed from Nielsen (New York, NY). Per capita alcohol advertising exposure (gross rating points, or GRPs) was calculated for youth ages 2-11, 12-17, and 18-20 years from 2013 to 2018. We compared relative trends in exposure between age groups. Alcohol advertising exposure among youth ages 2-11 grew from 13,011 to 15,470 GRPs from 2013 to 2018, whereas exposure declined among youth ages 12-17 (24,663 to 17,780), and 18-20 (35,022 to 25,700). From 2016 to 2018, youth exposure to noncompliant advertising declined for all three underage groups assessed in this study. Alcohol advertising exposure among younger children grew faster than in other age groups assessed in this study. This was also the case for advertisements that complied with the alcohol industry's placement guidelines. Continued monitoring of alcohol advertising exposure among underage populations can help detect emerging trends.

Corrigendum - What popular bars post on social media platforms: a case for improved alcohol advertising regulation.

This corrigendum is being published to add a missing author to the following article: Paradis C, Zhao J, Stockwell T. What popular bars post on social media platforms: a case for improved alcohol advertising regulation. Health Promot Chronic Dis Prev Can. 2020;40(5/6):143-52. https://doi.org/10.24095/hpcdp.40.5/6.03.

The Effect of Alcohol Advertising and Alcohol Sale Promotion Marketing Exposures on Alcohol-related Harms in Adult : Dual Mediating Effects of Drinking Motivation and Drinking Level

The Effect of Alcohol Advertising and Alcohol Sale Promotion Marketing Exposures on Alcohol-related Harms in Adult : Dual Mediating Effects of Drinking Motivation and Drinking Level

A new frontier: alcohol sponsorship activation through esports

PurposeThe purpose of this paper is to examine the impact of alcohol sponsorship-linked advertising through esports upon young gaming audiences and how gaming behaviours affect advertising response.Design/methodology/approachA cross-sectional survey study was employed to examine the prevalence and nature of alcohol advertising in esports, and the impact of esports participation upon young audiences' consumption and preferences concerning alcohol. Survey data were collected from 976 young Australian gamers aged between 16 and 34 years (58.9% male) using online questionnaires.FindingsResults revealed a vulnerability to alcohol sponsorship and advertising among 25 to 34-year-old and heavy gamer cohorts. As predicted, heavy gamers were more receptive to alcohol advertising in terms of awareness, preference and consumption while gaming than casual gamers.Practical implicationsThis research advances theories of consumer behaviour and advertising exposure situated in a new landscape of converging virtual and real experiential marketing. It also provides much-needed evidence to guide marketing strategy to the next-generation audiences and regulation of new and burgeoning digital platforms. Our research also highlights a need for policy to address the burgeoning, largely unregulated nature of online gaming.Originality/valueThis research provides the first empirical evidence of the impacts of alcohol-linked sponsorship in esports upon young playing and streaming audiences. It informs marketing strategy and policy in relation to the rapidly growing, potentially vulnerable online competitive gaming audience.

Support for Alcohol Policies in Marginalized Populations.

Kingdon [(2014) Agendas, Alternatives, and Public Policies. Essex. United Kingdom: Pearson Education Limited] argues that windows of opportunity to pass policies emerge when problems, solutions and policy support co-occur. This study aims to identify a set of alcohol policies with the potential to reduce alcohol-related disparities given high levels of support from marginalized groups, such as racial/ethnic minorities and lower-income groups. This study used data from five US National Alcohol Surveys, which were based on household probability samples of adults in 1995 (n=4243), 2000 (n=5736), 2005 (n=1445), 2010 (n=4164) and 2015 (n=4041). We used multiple logistic regression to determine the odds of policy support by racial/ethnic group and income level, considering price, place and marketing policies as well as individual-level interventions. Overall a majority of Americans supported banning alcohol sales in corner stores (59.4%), banning alcohol advertisements on television (55.5%), and establishing universal health coverage for alcohol treatment (80.0%). Support was particularly high among Blacks, Hispanics/Latinos and lower-income persons. Multivariate models showed that compared with White people, foreign-born Hispanics/Latinos had the most robust levels of support, including raising alcohol taxes (aOR=2.40, 95% CI: 2.00, 2.88, P<0.0001), banning alcohol sales in corner stores (aOR=2.85, 95% CI: 2.22, 3.65, P<0.0001) and reducing retail sales hours (aOR=2.91, 95% CI: 2.38, 3.55, P<0.0001). Of the policies examined, banning alcohol sales at corner stores is most likely to be in a "window of opportunity" for reducing alcohol-related disparities. By simultaneously reducing population-level consumption and harms from others' drinking, place-based policies have the potential to reduce harms experienced by marginalized groups.

Social media alcohol advertising among underage minors: effects of models’ age

Despite U.S. alcohol industry self-regulatory guidelines prohibiting the use of models under the age 25 in alcohol advertising, brands include younger-looking models in their ads. Using social cognitive theory and the limited capacity model of mediated motivated message processing (LC4MP), we investigated the effects of alcohol ads featuring younger- and older-looking models on underage youths’ affective and cognitive processing and behavioral outcomes. Study 1 participants viewed YouTube ads where models looked either younger or older than 25. In addition to measuring advertising effectiveness self-report measure (e.g. attitudes, and behavioral intentions), participants’ psychophysiological responses were recorded. Study 2 used Instagram ads and measured outcomes with a nationally representative participant sample. Both studies show that younger-looking models in alcohol ads increase drinking intentions. Findings are discussed in relation to alcohol regulatory and policy recommendations as well as advertising’s role in hindering consumer well being.

Alcohol use disorders, beverage preferences and the influence of alcohol marketing: a preliminary study

BackgroundAlcohol Use Disorders (AUD) are among the most prevalent mental disorders in the world. They are the leading risk factor for premature mortality and disability among 15 to 49-year-olds. Links between alcohol marketing and patterns of alcohol consumption are well defined in adolescents but there is few data on the impact of alcohol marketing on a population of drinkers with an AUD and seeking treatment. This study was designed in collaboration among researchers specialising in addictive disorders, in social marketing and primary care.MethodsThis was a monocentric, cross-sectional, descriptive study. The main objective of this study was to define the type of marketing identified by drinkers with an AUD who were seeking treatment and their beverage preferences. Drinkers aged 18+ with an AUD and seeking treatment were included. A descriptive analysis and a logistic regression were carried out .ResultsN = 91 patients were included, 73.6% were male, the average age was 46.2 years. 72% said they were not influenced by alcohol marketing, but 76% recalled an alcohol advertisement in the last 6 months. The most frequently reported beverage preferences were wine (39.6%), standard beers (29.6%), spirits (27.5%) and strong beers (16.5%).ConclusionsPatients with AUD, defined as vulnerable, reported exposure to alcohol marketing but did not seem to identify it consciously. Marketing influences differed according to beverage preferences. These results need to be confirmed by a larger study.

Alcohol and Betting Radio Advertising in Spain. A Comparative Analysis of the Minor's Protection Time Slot from a Media Responsibility Perspective.

This research analyzes the presence of advertising and radio mentions of alcoholic beverages and sports betting, two products that represent harmful behaviors for the audiences’ health. To do this, a quantitative content analysis was undertaken for all of the programming of the three most listened radio stations in Spain (Cadena Ser, COPE, and Onda Cero) throughout 2017, obtaining a total corpus of 2848 radio messages distributed as follows: 266 radio spots and 2582 radio mentions. The messages were also analyzed according to the broadcasting schedules (protected time-slot or non-protected time-slot). The results showed that advertising and sports betting mentions were more present in the regular programming of the three stations (n = 2304), with mentions (n = 2582) being more numerous than advertising spots (n = 544). Moreover, it is evident that in practice, none of the radio stations respected the protected time slots since the majority of the mentions and spots of high alcoholic beverages and sports bets were verified between 6:00–21:59 (n = 2522). These results show the prevailing need for greater control over this type of content by public entities, demonstrating a significant lack of regulation by the media’s self-control mechanisms.

Alcohol Control Policy in Europe: Overview and Exemplary Countries.

Alcohol is a major risk factor for burden of disease. However, there are known effective and cost-effective alcohol control policies that could reduce this burden. Based on reviews, international documents, and contributions to this special issue of International Journal of Environmental Research and Public Health (IJERPH), this article gives an overview of the implementation of such policies in the World Health Organization (WHO) European Region, and of best practices. Overall, there is a great deal of variability in the policies implemented between countries, but two countries, the Russian Federation and Lithuania, have both recently implemented significant increases in alcohol taxation, imposed restrictions on alcohol availability, and imposed bans on the marketing and advertising of alcohol within short time spans. Both countries subsequently saw significant decreases in consumption and all-cause mortality. Adopting the alcohol control policies of these best-practice countries should be considered by other countries. Current challenges for all countries include cross-border shopping, the impact from recent internet-based marketing practices, and international treaties.