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Alcohol advertisement characteristics that increase the likelihood of code breaches
Simone Pettigrew1, Michelle I Jongenelis2, Hannah Pierce3
1The George Institute for Global Health, 1 King St, Newtown, NSW, 2042, Australia.
The International Journal on Drug Policy
|May 29, 2020
Summary
Australian alcohol advertisements frequently violate youth exposure regulations. Beer and spirits ads, particularly those using partying themes and online platforms, require closer scrutiny to protect young people.
Area of Science:
- Public Health
- Media Studies
- Consumer Protection
Background:
- Exposure to alcohol advertising is linked to negative youth outcomes.
- Alcohol advertising codes aim to protect children and young people from inappropriate promotion.
- This study examines Australian alcohol ads breaching the Alcohol Advertising Review Board's (AARB) Code, focusing on youth exposure.
Purpose of the Study:
- To assess the characteristics of Australian alcohol advertisements that violate the AARB Code.
- To specifically identify violations related to youth exposure in alcohol advertising.
Main Methods:
- Analysis of 628 unique alcohol advertisements that were subject to complaints to the AARB.
- Coding of ad characteristics including product type, company type, media type, and themes.
- Reliability ensured through double coding and a third coder for disagreements.
Main Results:
- On average, each ad breached four AARB provisions.
- Three out of four average breaches pertained to youth-related provisions.
- Violations of youth-related provisions were significantly more common than total provisions violated.
Conclusions:
- Beer and spirits advertisements frequently breach youth-related provisions.
- Partying themes, sponsorship arrangements, and online platforms are common in violating ads.
- These findings suggest a need for focused regulatory attention on specific alcohol producers and advertising strategies.
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