估计儿童和青少年对电视上酒精广告的曝光率
Yuxiang Tang1,2, Nan Lei3, Denghui Hu4
1School of Population Medicine and Public Health, Chinese Academy of Medical Sciences and Peking Union Medical College, Beijing, China.
JAMA network open
|July 17, 2025
概括
中国的电视酒精广告经常在儿童热门的频道上播出,在高峰观看时间超过监管限制. 目前的法规不足以保护未成年人免受酒精营销的影响,需要加强.
科学领域:
- 公共卫生 公共卫生
- 媒体研究 媒体研究
- 消费者保护 消费者保护
背景情况:
- 电视上的酒精广告对儿童和青少年构成风险.
- 了解中国电视上酒精广告的范围对于监管改进至关重要.
研究的目的:
- 为量化在中国北京儿童和青少年喜爱的电视频道上的酒精广告的曝光.
主要方法:
- 一项横截面研究分析了北京四个受欢迎频道 (两个儿童,两个一般) 的电视广告.
- 从2020年10月到2021年1月,在随机选择的周日和周末日记录了广告.
- 分析包括频率,分布,每频道/小时的收费率,以及在高峰观看时间 (PVT) 的曝光.
主要成果:
- 酒精广告占分析的食品广告的6.0%.
- 在一般频道上,酒精广告以每频道小时1.1的速度出现,在PVT期间显著增加到每频道小时2.0.
- 最高的广告率发生在晚上9点到10点之间,在年轻人中估计有1400万次印象;95.6%的人使用了营销策略,如品牌利益索赔.
结论:
- 在北京的普通频道上电视酒精广告超过了监管限制,特别是在高峰观看时间.
- 目前的法规不足以保护儿童和青少年免受酒精营销的影响.
- 建议加强规定,以减轻未成年人接触酒精广告的风险.
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