Compliance with regulations and codes of conduct at social media accounts of Swedish alcohol brands

Abstract

Introduction and Aims. This study has, for the first time, mapped the extent to which alcoholic beverage brands operating on the Swedish market follow national advertising regulations and industry self-regulating codes in their postings on social media. Design and Methods. All social media content posted on YouTube, Twitter, Facebook and Instagram by 52 brands operating in the Swedish market was gathered from three sample months in 2014, 2016 and 2017. A content analysis was performed.Results. An audit of the 1204 posts shows that the brands' social media content conforms rather well with the industry's own self-regulation codes. However, the studied beverage brands had alarmingly inadequate age-gates to social media accounts. Advertisements for alcoholic beverages must be clearly distinguishable from advertisements for non-alcoholic beverages, according to the Swedish Alcohol Act criteria. These criteria are fulfilled to a varying degree among the posts in the analysed data. Advertisements for non-alcoholic beverages give companies a greater leeway in terms of shape and content of the post through logotypes, settings and connotations. However, advertisements of non-alcoholic beverages continue to convey the brand connotations and image to consumers. Discussion and Conclusions. Regulating alcohol advertising in online milieus can be very difficult because of the complex mixture between quickly evolving techniques and the diverse nature of communication messages targeting consumers. Many countries, including Sweden, are now focusing on how to enforce effective policies. This short report strives to shed some light on the scope and content of commercial messages on Swedish social media platforms. [Lindeman M, Katainen A, Svensson J, Kauppila E, Hellman M. Compliance with regulations and codes of conduct at social media accounts of Swedish alcohol brands. Drug Alcohol Rev 2019;38:386-390]

Public health policies and alcohol-related liver disease

“…Although the alcohol industry has its own self-regulation codes, a recent study detected that alcohol brands have alarmingly inadequate age-gates to social media accounts. 98 The type and role of different advertising regulations on social media and the internet are not well defined. The first studies investigating the influence of all media advertising on alcohol consumption (including television, radio billboards, internet and social media) did not find robust evidence for or against the implementation of alcohol advertising restrictions.…”

Alcohol Marketing in the Era of Digital Media Platforms

“…They have created a form of marketing that is deeply enmeshed in everyday life and that shapes public culture in profound ways, yet it is uniquely unavailable to public scrutiny. compliance with them (Lindeman et al, 2019). But we cannot tell if they comply with the rules in their below-the-line activities.…”

The new project of public health

“…An evaluation of the act, in which we inquired into the particular dimensions of prevalence of the forbidden elements, showed almost no legal trespassing among Finnish alcohol beverage companies, or among their Swedish counterparts either (Katainen et al, 2018;Katainen et al, 2020;Lindeman et al, 2019). It is good to remember that both of these countries have histories of strict alcohol policies including high taxes and retail monopolies.…”