The Association Between Alcohol-Flavoured Non-Alcoholic Beverages and Alcohol Use in Japanese Adolescents

Kinjo, Aya; Imamoto, Aya; Ikeda, Maki; Itani, Osamu; Ohida, Takashi; Kaneita, Yoshitaka; Kanda, Hideyuki; Tanihata, Takeo; Higuchi, Susumu; Osaki, Yoneatsu

doi:10.1093/alcalc/agw081

Cited by 6 publications

(8 citation statements)

References 16 publications

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“…Both the consumption of non-alcoholic beer and exposure to the influencer marketing of alcohol have also been positively associated with adolescents' intentions to consume alcohol. Prior studies have established these behavioral patterns in both children and adolescents [40,41]. These findings support the notion that alcohol-free liquor products seem to be marketed to children and adolescents [10,11].…”

Section: Discussionsupporting

confidence: 80%

The Association of Influencer Marketing and Consumption of Non-Alcoholic Beer with the Purchase and Consumption of Alcohol by Adolescents

Hou

Huang

et al. 2023

Behavioral Sciences

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In this study, we examined influencer marketing and consumption of non-alcoholic beer by adolescents to determine how these factors could affect the intentions of adolescents to purchase and drink alcohol. A total of 3121 high-school students recruited from 36 schools in Taiwan completed a self-administered questionnaire during the COVID-19 pandemic in 2022. The results indicate that 19% of these adolescents consumed non-alcoholic beer and 28% consumed alcohol in the past year. Multivariate analysis positively associated adolescents’ exposure to influencer marketing with their purchase and consumption of non-alcoholic beer. Adolescents’ exposure to influencer marketing of non-alcoholic beer combined with lower levels of parental restrictive mediation was associated with increased odds of the purchase and consumption of alcohol. For individuals who did not purchase alcohol in the past year, both the exposure to influencer marketing and the consumption of non-alcoholic beer were associated with intending to purchase alcohol in the future. Similarly, individuals who previously abstained from the consumption of alcohol, both the exposure to influencer marketing and the consumption of non-alcoholic beer were associated with intending to consume alcohol. In conclusion, when adolescents were exposed to influencer marketing of non-alcoholic beer they were more likely to consume it, which resulted in an increased likelihood that they would then purchase and consume alcohol.

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Section: Discussionsupporting

confidence: 80%

The Association of Influencer Marketing and Consumption of Non-Alcoholic Beer with the Purchase and Consumption of Alcohol by Adolescents

Hou

Huang

et al. 2023

Behavioral Sciences

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“…Conversely, although the voluntary standards concerning AFNABs clearly state that they are to be treated as alcoholic beverages, there is no specification of the advertising time, and almost 30% of the advertisements were aired within the prohibited advertising times for alcoholic beverages. This is worrisome because AFNAB advertisements can tempt adolescents to try alternatives to alcoholic beverages [22]. Therefore, the advertising of AFNABs should be restricted by current advertising time restrictions or banned as a further step.…”

Section: Discussionmentioning

confidence: 99%

“…AFNABs might not be the sole primer for the onset of alcohol use in adolescents, although alcohol and AFNAB use have been significantly associated, and alcohol consumers have substituted AFNABs for alcoholic beverages to meet their needs [22]. The contradiction between the actual marketing message by the industry to sell because of their business goals and the self-regulation guidelines may hinder a clear message to TV viewers, including adolescents and their parents.…”

Section: Introductionmentioning

confidence: 99%

Patterns of alcohol and alcohol-flavoured non-alcoholic beverage advertisements over Japanese free-to-air television networks

et al. 2022

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Background Alcohol use is a serious public health challenge worldwide. Japan has no government regulations or legal penalties against advertising alcoholic beverages on television (TV). Instead, advertisements depend on the Japanese alcohol industry’s self-regulation on airtime (no advertisements from 5 am to 6 pm) and the content of alcoholic beverages, which must not tempt minors. However, many adolescents (10 to 19 years old) watch TV from 6 pm to 11 pm. The aim of this study was to describe the pattern in the advertising of alcoholic beverages and alcohol-flavoured non-alcoholic beverages (AFNAB) in Japan during the popular TV viewing time for adolescents. Methods A secondary analysis of advertising airtime data from five free-to-air Japanese TV networks in the Greater Tokyo area that aired between 12 August and 3 November 2019, was performed. Results During the study period, 5215 advertisements for alcoholic beverages and AFNABs aired (1451.75 min). In total, 2303 advertisements (44.2%) were beer, low-malt beer, or beer-taste beverages, 277 (5.3%) were whisky, 2334 (44.8%) were local alcoholic beverages (shochu and seishu), and 301 (5.8%) were AFNAB. On average, more advertisements aired on weekends (67.6 advertisements) than on weekdays (59.3 advertisements) per day. Approximately 30% of advertisements for AFNABs were aired during the time restricted for alcohol advertising, although AFNABs are considered alcohol according to industry guidelines. During the popular television viewing time for young adolescents, about two to three times more advertisements were aired per hour than during the rest of the day, on both weekdays and weekends (p < 0.001). Conclusion The number of alcohol advertisements aired at times when adolescents often watch TV is 2 to 3.2 times higher than that at other times of the day. Furthermore, despite the industry’s self-imposed regulations, some alcoholic beverages are still advertised. Therefore, other methods to protect children and adolescents from exposure to advertisements for alcoholic beverages should be investigated and implemented.

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“…Such a decline has taken place at the same time as a general increase in the availability of no-and low-alcohol products [27], which might counter an argument that no-and low-alcohol products act as predominant triggers to consumption of higher strength products by young people. The realist review found one study of young people to test the idea: a Japanese study of over 100,000 adolescents reported that the use of alcohol-flavoured non-alcoholic beverages (AFNAB) usually started after adolescents began consuming alcohol, and not the other way round [92].…”

Section: Academic Publicationsmentioning

confidence: 99%

Lower Strength Alcohol Products—A Realist Review-Based Road Map for European Policy Making

et al. 2022

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This paper reports the result of a realist review based on a theory of change that substitution of higher strength alcohol products with lower strength alcohol products leads to decreases in overall levels of alcohol consumption in populations and consumer groups. The paper summarizes the results of 128 publications across twelve different themes. European consumers are increasingly buying and drinking lower strength alcohol products over time, with some two fifths doing so to drink less alcohol. It tends to be younger more socially advantaged men, and existing heavier buyers and drinkers of alcohol, who take up lower strength alcohol products. Substitution leads to a lower number of grams of alcohol bought and drunk. Although based on limited studies, buying and drinking lower strength products do not appear to act as gateways to buying and drinking higher strength products. Producer companies are increasing the availability of lower strength alcohol products, particularly for beer, with extra costs of production offset by income from sales. Lower strength alcohol products tend to be marketed as compliments to, rather than substitutes of, existing alcohol consumption, with, to date, the impact of such marketing not evaluated. Production of lower strength alcohol products could impair the impact of existing alcohol policy through alibi marketing (using the brand of lower strength products to promote higher strength products), broadened normalization of drinking cultures, and pressure to weaken policies. In addition to increasing the availability of lower strength products and improved labelling, the key policy that favours substitution of higher strength alcohol products with lower strength products is an alcohol tax based on the dose of alcohol across all products.

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The Association Between Alcohol-Flavoured Non-Alcoholic Beverages and Alcohol Use in Japanese Adolescents

Cited by 6 publications

References 16 publications

The Association of Influencer Marketing and Consumption of Non-Alcoholic Beer with the Purchase and Consumption of Alcohol by Adolescents

The Association of Influencer Marketing and Consumption of Non-Alcoholic Beer with the Purchase and Consumption of Alcohol by Adolescents

Patterns of alcohol and alcohol-flavoured non-alcoholic beverage advertisements over Japanese free-to-air television networks

Lower Strength Alcohol Products—A Realist Review-Based Road Map for European Policy Making

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