How frequently is alcohol advertised on television in Canada?: A cross-sectional study
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View abstract on PubMed
Summary
This summary is machine-generated.Canadian youth are exposed to alcohol advertising on television, even on channels not specifically targeting them. This study quantified alcohol ads on Canadian TV, revealing significant exposure risks outside youth-specific programming.
Area Of Science
- Public Health
- Media Studies
- Consumer Behavior
Background
- Alcohol marketing is a known driver of alcohol consumption, particularly among young people.
- Understanding media exposure is crucial for developing effective public health interventions.
- Broadcast television remains a significant media platform for advertising.
Purpose Of The Study
- To quantify and characterize alcohol advertising on Canadian broadcast television.
- To assess potential exposure of youth to alcohol marketing.
- To inform policy development for youth protection.
Main Methods
- Analysis of television program logs from 147 Canadian stations (January-December 2018).
- Data sourced from submissions to the Canadian Radio-television and Telecommunications Commission.
- Focus on identifying alcohol advertisements and their broadcast times/channels.
Main Results
- Over 500,000 alcohol advertisements were broadcast.
- Four major companies dominated alcohol advertising (Anheuser-Busch, Molson Coors, Diageo, Arterra Wines).
- High ad frequency on sports, movie, and cooking channels; significant weekday/weekend airtime during child/adolescent viewing hours.
Conclusions
- Young Canadians are exposed to alcohol ads on general programming, not just youth-oriented channels.
- Further research is needed to determine the full extent of youth exposure.
- Findings highlight the need for policies to mitigate youth exposure to alcohol marketing.
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