Alcohol Marketing on Twitter and Instagram: Evidence of Directly Advertising to Youth/Adolescents

Barry, Adam E.; Bates, Austin M.; Olusanya, Olufunto A.; Vinal, Cystal E.; Martin, Emily; Peoples, JaNiene; Jackson, Zachary; Billinger, Shanaisa A.; Yusuf, Aishatu; Cauley, Daunte A.; Montano, Javier R.

doi:10.1093/alcalc/agv128

Cited by 98 publications

(62 citation statements)

References 30 publications

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“…However, establishing causality between promotional activity and alcohol use is methodologically and ethically problematic, especially where subjects are under the legal age for purchasing alcohol. This is compounded further by the difficulty in separating advertisements aimed at adults from those aimed at children and young people, and the growth of marketing in youth focused outlets, in formats that are likely to appeal to children and young people (Hastings et al ., 2010; Barry et al ., 2016). …”

Section: Discussionmentioning

confidence: 99%

Does Industry-Driven Alcohol Marketing Influence Adolescent Drinking Behaviour? A Systematic Review

Scott

Muirhead

Shucksmith

et al. 2016

Alcohol and Alcoholism

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AimTo systematically review evidence on the influence of specific marketing components (Price, Promotion, Product attributes and Place of sale/availability) on key drinking outcomes (initiation, continuation, frequency and intensity) in young people aged 9–17.MethodsMEDLINE, EMBASE, SCOPUS, PsychINFO, CINAHL and ProQuest were searched from inception to July 2015, supplemented with searches of Google Scholar, hand searches of key journals and backward and forward citation searches of reference lists of identified papers.ResultsForty-eight papers covering 35 unique studies met inclusion criteria. Authors tended to report that greater exposure to alcohol marketing impacted on drinking initiation, continuation, frequency and intensity during adolescence. Nevertheless, 23 (66%) studies reported null results or negative associations, often in combination with positive associations, resulting in mixed findings within and across studies. Heterogeneity in study design, content and outcomes prevented estimation of effect sizes or exploration of variation between countries or age subgroups. The strength of the evidence base differed according to type of marketing exposure and drinking outcome studied, with support for an association between alcohol promotion (mainly advertising) and drinking outcomes in adolescence, whilst only two studies examined the relationship between alcohol price and the drinking behaviour of those under the age of 18.ConclusionDespite the volume of work, evidence is inconclusive in all four areas of marketing but strongest for promotional activity. Future research with standardized measures is needed to build on this work and better inform interventions and policy responses.

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Section: Discussionmentioning

confidence: 99%

Does Industry-Driven Alcohol Marketing Influence Adolescent Drinking Behaviour? A Systematic Review

Scott

Muirhead

Shucksmith

et al. 2016

Alcohol and Alcoholism

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“…One study was able to access and subscribe to 100% of official alcohol YouTube channels using fictitious underage user profiles [57]. Using similar procedures, 22 official alcohol pages were fully accessible on Instagram and Twitter [14]. These findings call for regulatory changes, such as tightening restrictions on accessibility to official alcohol company pages via social media platforms by implementing age restrictions for YouTube, Instagram and Twitter and by making already existing age restrictions harder to bypass.…”

Section: Traditional and Digital Exposure Venuesmentioning

confidence: 99%

“…Further, codes aimed at restricting underage individuals from viewing digital alcohol advertisements can be easily bypassed [13]. In some cases, age verification restrictions are nonexistent on social media platforms [14]. Specifically, a recent study examining youth access to alcohol brands found that on Instagram, users of any age were able to follow alcohol brand pages and were subsequently exposed to an average of 362 alcohol advertisements within the past 30 days [14].…”

Section: Introductionmentioning

confidence: 99%

The Myriad Influences of Alcohol Advertising on Adolescent Drinking

et al. 2017

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Purpose of Review This review investigates effects of alcohol advertising on adolescent drinking. Prior reviews focused on behavioral outcomes and long-term effects. In contrast, the present review focuses on subgroups with greater exposure to alcohol advertising, research methods to study alcohol advertising, potential mechanisms underlying relationships between adolescent exposure to alcohol advertising and increased drinking and points to prevention/intervention strategies that may reduce effects of alcohol advertising. Recent Findings Alcohol advertising influences current and future drinking. Further, evidence suggests adolescents may be targeted specifically. Alcohol advertisements may influence behavior by shifting alcohol expectancies, norms regarding alcohol use, and positive attitudes. Media literacy programs may be an effective intervention strategy. Summary Adolescents are exposed to large quantities of alcohol advertisements, which violates guidelines set by the alcohol industry. However, media literacy programs may be a promising strategy for adolescents to increase critical thinking and create more realistic expectations regarding alcohol.

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“…Some of the fastest growing media exposures are Internet-based (Barry, Bates, et al, 2015;McClure et al, 2016). This is an important area for research because Internet access is widely available to youth, with 92% of teens reporting daily use (Lenhart, 2015).…”

Section: Introductionmentioning

confidence: 99%

Portrayal of Alcohol Brands Popular Among Underage Youth on YouTube: A Content Analysis

Primack

Colditz

Rosen

et al. 2017

J. Stud. Alcohol Drugs

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Objective. We characterized leading YouTube videos featuring alcohol brand references and examined video characteristics associated with each brand and video category.Method. We systematically captured the 137 most relevant and popular videos on YouTube portraying alcohol brands that are popular among underage youth. We employed an iterative process to codebook development. We coded variables within domains of video type, character socio-demographics, production quality, and negative and positive associations with alcohol use.All variables were double coded, and Cohen's κ>0.80 for all variables except age, which was eliminated.Results. There were 96,860,936 combined views for all videos. The most common video type was -traditional advertisements,‖ which comprised 40% of videos. Of the videos, 20% were -guides‖ and 10% focused on chugging a bottle of hard liquor. While 95% of videos featured males, 40% featured females. Alcohol intoxication was present in 19% of videos. Aggression, addiction, and injuries were uncommonly identified (2%, 3%, and 4%, respectively), but 47% of videos contained humor. Traditional advertisements represented the majority of videos related to Bud Light (83%) but only 18% of Grey Goose and 8% of Hennessy videos. Intoxication was most present in chugging demonstrations (77%), while addiction was only portrayed in music videos (22%). Videos containing humor ranged from 11% for music-related videos to 77% for traditional advertisements.

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Alcohol Marketing on Twitter and Instagram: Evidence of Directly Advertising to Youth/Adolescents

Cited by 98 publications

References 30 publications

Does Industry-Driven Alcohol Marketing Influence Adolescent Drinking Behaviour? A Systematic Review

Does Industry-Driven Alcohol Marketing Influence Adolescent Drinking Behaviour? A Systematic Review

The Myriad Influences of Alcohol Advertising on Adolescent Drinking

Portrayal of Alcohol Brands Popular Among Underage Youth on YouTube: A Content Analysis

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