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Have Restrictions on Alcohol Advertising in Ireland Affected Awareness Among Adults? A Comparative Observational
Nathan Critchlow1, Crawford Moodie1, Anne Marie MacKintosh1
1Institute for Social Marketing and Health, University of Stirling, Stirling, Scotland.
Journal of Studies on Alcohol and Drugs
|March 27, 2023
Summary
Ireland's alcohol advertising restrictions reduced awareness of cinema and public transport ads. Outdoor ad awareness remained unchanged. Continued monitoring of alcohol marketing is recommended.
Area of Science:
- Public Health
- Health Policy
- Alcohol Marketing Research
Background:
- Ireland implemented alcohol advertising restrictions in November 2019, targeting cinema, outdoor, and public transport advertising.
- Initial awareness reduction was observed, but COVID-19 measures complicated interpretation.
- A comparative study with Northern Ireland was designed to assess the impact of these restrictions.
Purpose of the Study:
- To evaluate changes in public awareness of alcohol advertising two years after restrictions were imposed in Ireland.
- To compare awareness trends in Ireland with Northern Ireland, where no such restrictions were in place.
- To assess the impact of eased COVID-19 measures on advertising awareness.
Main Methods:
- Repeat cross-sectional surveys of adults in Ireland and Northern Ireland.
- Data collected via nonprobability online panels across three waves in Ireland (pre- and post-restrictions) and two in Northern Ireland.
- Participants self-reported past-month awareness of 13 alcohol marketing activities.
Main Results:
- In Ireland, a significant increase in no past-month awareness was observed for public transport and cinema advertising post-restrictions compared to pre-restrictions.
- Awareness of outdoor alcohol advertising did not show significant changes in Ireland.
- In 2021, compared to 2020, Ireland showed a greater decrease in awareness for public transport and cinema ads than Northern Ireland.
Conclusions:
- Ireland's alcohol advertising restrictions effectively reduced public awareness of cinema and public transport advertising.
- The restrictions did not significantly impact awareness of outdoor alcohol advertising.
- Ongoing surveillance of alcohol marketing awareness is necessary to understand long-term effects.
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