Regulating Alcohol Advertising: Content Analysis of the Adequacy of Federal and Self-Regulation of Magazine Advertisements, 2008–2010

Abstract

Objectives We analyzed beer, spirits, and alcopop magazine advertisements to determine adherence to federal and voluntary advertising standards. We assessed the efficacy of these standards in curtailing potentially damaging content and protecting public health. Methods We obtained data from a content analysis of a census of 1795 unique advertising creatives for beer, spirits, and alcopops placed in nationally available magazines between 2008 and 2010. We coded creatives for manifest content and adherence to federal regulations and industry codes. Results Advertisements largely adhered to existing regulations and codes. We assessed only 23 ads as noncompliant with federal regulations and 38 with industry codes. Content consistent with the codes was, however, often culturally positive in terms of aspirational depictions. In addition, creatives included degrading and sexualized images, promoted risky behavior, and made health claims associated with low-calorie content. Conclusions Existing codes and regulations are largely followed regarding content but do not adequately protect against content that promotes unhealthy and irresponsible consumption and degrades potentially vulnerable populations in its depictions. Our findings suggest further limitations and enhanced federal oversight may be necessary to protect public health.

Industry self‐regulation of alcohol marketing: a systematic review of content and exposure research

“…Table summarizes 19 studies conducted in 19 countries where advertising content was evaluated in terms of code violations . All studies reported evidence of code violations.…”

“…Five studies used pre‐selected advertisements that were thought to contain code violations and reported violation rates of 100% . The remaining 12 studies used either a random sample of advertisements or a total survey approach . Among these studies, code violation rates for television and magazine advertisements ranged from 12.3 to 86% and 0 to 52% , respectively.…”

“…The remaining 12 studies used either a random sample of advertisements or a total survey approach . Among these studies, code violation rates for television and magazine advertisements ranged from 12.3 to 86% and 0 to 52% , respectively. One study reported a code violation rate of 74.1% for digital content , and an additional study, whose unit of analysis was a marketing campaign, reported a code violation rate of 100% .…”

Marketing to Youth in the Digital Age: The Promotion of Unhealthy Products and Health Promoting Behaviours on Social Media

“…Thus, one of the primary aims of regulatory restrictions on broadcasted alcohol marketing is to reduce youth exposure to alcohol marketing per se and/or to particular messages or appeals in alcohol advertising (Jones & Gordon, 2013). However, it appears that such restrictions, which are typically in the form of industry self-regulation, are ineffective even in traditional media such as magazines and television (Hastings et al, 2010;Jones, Hall, & Munro, 2008;Smith, Cukier, & Jernigan, 2014). Social media provides alcohol marketers with new opportunities for avoiding even these restrictions and engaging with young people (Jernigan & Rushman, 2014;Jones, Robinson, Barrie, Francis, & Lee, 2015).…”

Impact of exposure to alcohol marketing and subsequent drinking patterns among youth and young adults

“…The alcohol industry spends about USD 1 trillion annually worldwide to market their products (IAS 2013). These campaigns use image advertising to link alcohol with youth, fun, enhanced sexuality, and other themes that appeal to young adults (Berey 2017; Chen 2005; Morgenstern 2017; Siegel 2016; Smith 2014). The stated intent of marketing is to influence choice of brand among legal users (Martino 2017).…”