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Little is known about the effect of non-advertising alcohol depictions and, despite speculation that representations of celebrity alcohol use influence young people’s drinking behaviour, there is a lack of evidence to support such claims. In terms of “appeal”, marketers should be wary of appealing to typical insecurities such as attractiveness, being “cool”, social acceptance or belonging. Special care, too, should be taken to avoid the use of music or styles of music that are popular with children and teenagers. The survey found 77% support a ban on advertising alcohol to children and young people, with 70% supporting a ban on TV ads before 9pm, and 72% a ban on cinema ads for films for under 18s, the legal drinking age. A number of studies across the world have criticised drinks groups of exposing young people to advertising, particularly with the rise of advertising on social media in recent years.
However, the study showed that as young people tend to take in media output not specifically targeted at their age group, such messages are countered by depictions of alcohol in these other sources. Parents and the family were believed to be the main sources of information that young people would turn to if they required information on alcohol. Many young people had good insights into how the media represent alcohol.
News media can contribute to health promotion by publicising alcohol information campaigns or representing the views of public health professionals. But this would ordinarily have to be attached to a newsworthy story, which would usually present young people and their drinking in a negative light. Uploading alcohol-related images provided a way for them to document the events of a night out and portray a particular image of themselves (e.g. ‘mad’, ‘cool’, ‘fun’, ‘hard’).
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Studies have shown exposure to smoking and drinking increases the risk for youth initiation. Factors and tobacco company behaviors that led the Surgeon General to conclude the Big Tobacco caused teens to smoke and later develop worse health outcomes for it were set out in a 2012 report. The same criteria showed smoking triggers cancer and tobacco marketing makes youths smoke.
Applying such legislation may be useful and clear in other countries as well, because if every influencer is required to behave in the same way, the potential loss of popularity is evenly divided among all influencers. Young people are exposed to a large number of depictions of alcohol and drinking in adult and youth entertainment media, and SNS allow for informal ‘marketing’ of alcoholic products, often by young people themselves. Entertainment media present alcohol use as a normal part of everyday life.
Alcohol advertising is banned in India, but the industry there finds other ways to promote alcohol, and many alcohol outlets were also located close to schools and colleges in Mumbai, ensuring easy access. Policies are required to better protect youth from alcohol availability and misuse. The alcohol and advertising industries have powerful lobbies to resist legislative changes, but the views, perspectives and lived realities of the public, particularly youth, are less well heard. We are calling for a thorough overhaul of the way alcohol marketing is regulated – so that alcohol producers and sellers are clear about how they can and can’t promote their products, and consumers know when they can expect the regulators to step in. Millions of people suffer every day as a result of alcohol – that’s why it is so important that we have evidence-based policies in place to make sure it is marketed effectively. This report investigates the influence of friendship groups on teenagers’ drinking.
The need to gain insight in influencers’ display of alcoholposts is increased even further because in many countries regulations state that alcohol advertising is not to target minors. This is even more disturbing because research shows that influencer marketing elicits less resistance to the ad message than traditional advertisements do (de Vries et al., 2012). We found that mainly lifestyle influencers posted about alcohol, and that they solely do this in a positive way (e.g., by showing laughing people), and often show a social context (i.e., showing one or more persons). This is very much in line with earlier content analyses of peers’ alcoholposts on social media, in which it has been stressed that alcoholposts are positive and social in nature (Hendriks et al., 2018b). It is interesting that these seemingly inherent characteristics of alcoholposts on social media are similar for peer-to-peer posts as for influencers’ posts.
- Fact sheets Our fact sheets set out the latest evidence to help you find out more about alcohol.
- In the UK we have a co- and self-regulatory system, where alcohol companies have a degree of control over how the industry is regulated.
- The alcohol industry is targeting kids on social media and during soaps and other popular TV shows, according to the study.
- Partnerships between media, industry and health professionals, or tying in entertainment with carefully considered, evidence-based health promotion interventions may be a productive way forward.
Alcohol and drinking commonly featured in the media used by young people, and were mostly presented as normal and unproblematic. Negative consequences were infrequently presented, eco sober house boston but tended to focus on extreme effects. Research shows underage drinkers are more than five times more likely to buy alcohol after seeing it advertised on TV.
The problem with alcohol advertising
The more exposure the greater the consumption, reports the Journal of Studies on Alcohol and Drugs. The researchers also found neighborhoods with large numbers of tobacco retailers expose youngsters to more tobacco advertising and make it easier to buy cigarettes. Some 60 percent of high school seniors in the US drink, and they tend to binge and black out more than adults, who are more likely to sip or restrain themselves to a glass of wine with dinner. It also provided research from a Yahoo survey that found nearly half of respondents over the age of 50 used emoticons in everyday communication to back up its argument that emoticons were used by all ages. The creative used an emoticon when talking about the bright colours worn by the ‘X Factor’ stars and claimed, „it’s totally an homage to our new Sourz Rasperrby flavour ;)”.
Young people are influenced by their social environment, which includes their parents, peers and intimate partners. Blog Find the latest alcohol research and news, tips to help you cut down, stories from people who have experienced alcohol harm and eco sober house cost so much more. News and views Read the latest press releases and commentary on all things alcohol from Alcohol Change UK. In a post hoc additional study among minors, we investigated whether similar results would be obtained regarding RQ1 and RQ4.
Third, although a fair amount of (19.5%) alcoholposts clearly showed an alcohol brand, only a few of these posts disclosed this content as an advertisement, and even fewer gave an educational slogan. Fourth, posts with sponsorship disclosures had fewer likes and comments than posts without such disclosures. The first and fourth findings were confirmed in a second study among minors.
A second limitation is that we looked at the content of the influencers’ profiles, and did not link this to the responses (e.g., drinking behavior) of teens directly. We argue that our study is an essential first step, because to understand the effects of a certain phenomenon, it is important to first gain insight into the extent of the problem. Now this step has been taken, a next phase is to directly examine the effects of influencers’ alcoholposts on drinking among adolescents and young adults. Although we expect these effects to be even stronger than posts by peers, future research needs to ascertain whether this is indeed the case. In the UK we have a co- and self-regulatory system, where alcohol companies have a degree of control over how the industry is regulated.
Alcohol is marketed not just through TV, cinema, and billboard ads, but also through product placement in TV shows, sponsorship of sports events, merchandise, placement within supermarkets, on social media, and even on the packaging itself. All of these various elements of the marketing mix support and depend on each other. Alcohol companies market their products in order to increase sales, whether through reaching more customers or getting existing customers to purchase more. Research has found that alcohol companies are often reliant on heavy drinkers for their profits and will target their advertising towards younger drinkers to encourage them to become the “heavy-using loyalists of tomorrow”. Fact sheets Our fact sheets set out the latest evidence to help you find out more about alcohol.
How Many and How Often Do Influencers Post About Alcohol?
This may suggest that posts by peers are actually quite similar to posts by influencers, thereby increasing feelings of similarity between the “normal” social media users and those of celebrity status. This study is the first to illustrate how influencers communicate about alcohol on Instagram. Furthermore, although quite a few posts showed alcohol brands, only a couple of these posts disclosed this content as an advertisement, and even fewer gave an educational slogan. There is thus a lot to be concerned about in this context, especially since many minors can be exposed to such alcoholposts, potentially leading to increased drinking among this vulnerable age group. We therefore advice future researchers to further explore this issue, and suggest that adjustments in legislation for alcohol advertisements are necessary to effectively account for the context of social media. Although evidence exists of peers sharing alcohol-related content, it is not clear how often influencers who are popular among minors post about alcohol.
This study explored how alcohol is represented in television programmes, magazines and SNS used by young people, their interpretation of these images and messages, and the potential influence of the media on young consumers. It also sought insights from media professionals on the production and perceived influence of depictions of alcohol, and the potential role of the media in health promotion. An analysis was conducted of internal marketing documents from four major alcohol producers relating to four alcohol brands in the UK. This was undertaken for a UK House of Commons Health Select Committee investigation into the conduct of the alcohol industry. This claim stands in opposition to a wealth of international evidence that has demonstrated both immediate and longer-term effects of alcohol advertising on individual consumption and on total, population-wide, levels of consumption.
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The first and foremost finding was that a large majority (i.e., 63.5%) of the influencers had at least one alcoholpost among their most recent 100 posts. Furthermore, although on average these influencers posted three alcoholposts, there were some influencers who posted 15–16 alcoholposts. This massive exposure to influencers’ alcoholposts is very worrisome, especially because influencers are new kinds of celebrities that young people nowadays frequently aspire to become themselves . When those who are vulnerable, such as children and people in recovery, are exposed to marketing, it can also increase harm. Research has found that exposure to alcohol advertising is linked to children drinking from an earlier age and in a riskier way. 82% of young people in one research study recalled seeing at least one form of alcohol marketing in the past month.
- In terms of targeting, the Code prohibits alcohol ads from being directed at under-18s through the selection of media, style of presentation, content or context in which they appear.
- Legislation that restricts alcohol marketing, particularly advertising watersheds or bans, may reduce use and subsequent harms in young people, but would not address the normalisation of alcohol use portrayed in entertainment media.
- This claim stands in opposition to a wealth of international evidence that has demonstrated both immediate and longer-term effects of alcohol advertising on individual consumption and on total, population-wide, levels of consumption.
- This is in line with classical theories, such as the two-step flow theory and the diffusion of innovations theory (Lazarsfeld et al., 1944; Katz, 1957; Rogers, 1983), suggesting that messages are spread through processes of interpersonal communication.
Smith accused CAMY of “scaremongering” and said its research “simply doesn’t square up to facts”. He said the group infers that as alcohol advert exposure increases, so too does consumption, but argued “government data repeatedly shows underage use is going down”. “Using tax-payer dollars, Jernigan and his group have launched a decade long war against the alcohol industry, exclaiming through salacious headlines that alcohol marketers are intentionally targeting youth through their advertising. CAMY’s new ‘Alcohol Advertising Compliance on Cable Television’ report uses research gathered over a two-year period to assess the prevalence of non-complaint alcohol advertising on cable TV channels. In Tanzania and South Africa, alcohol advertisements and outlets were located near schools and colleges.
Male-orientated media presented drinking as a way to shape masculine identity and form friendships. That targeted towards women focused on glamour and celebrity, while also suggesting that drinking was seen as less acceptable in women. In every aspect analyzed, the influence of tobacco https://rehabliving.net/ and alcohol advertising on teens was mirrored. ‘The conclusion the association between exposure to tobacco advertising and adolescent tobacco use are causal allowed for policy development that justified further regulation of tobacco advertising aimed at youth,’ said Dr Weitzman.
Drinks company Maxxium has been reprimanded by the advertising watchdog for breaching regulations in its marketing of its Sourz shot brand. Taken together, the conclusions of this analysis and our latest survey, along with the comparatively small number of breaches judged by the ASA, indicate that co-regulation of UK television alcohol adverts is ineffective and requires reconsideration. So it is perhaps unsurprising that the ASA’s studies report over 99% compliance of advertisements across all media with the BCAP Code.
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Young people are subject to a variety of media representations of alcohol which, along with other factors, may influence their drinking behaviour and attitudes to alcohol. Much research has examined the influence of alcohol marketing (e.g. advertising) on young people’s drinking, but less has explored the influence and interpretation of more subtle representations of alcohol within entertainment media. One alternative is the French loi evin, which bans the advertisement of alcoholic drinks on television and specifies what features of alcoholic drinks may be advertised in print media.
Previous research in the US and Australia found non-industry experts perceived television adverts to be in breach of their country’s codes. Our survey – conducted in Manchester – has shown that the situation is similar in the UK. An analysis of the role of the Portman Group in alcohol industry self-regulation Read this report on the marketing regulator. Adverts which link alcohol with risk-taking or social success or which encourage excessive consumption could increase drinker’s likelihood of causing themselves or others harm.
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