Underage Access to Online Alcohol Marketing Content: A YouTube Case Study

Barry, Adam E.; Johnson, Erika; Rabre, Alexander; Darville, Gabrielle; Donovan, Kristin M.; Efunbumi, Orisatalabi

doi:10.1093/alcalc/agu078

Cited by 61 publications

(46 citation statements)

References 22 publications

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“…In 2012, YouTube added an -Age Gate‖ to block inappropriate content from underage users (Barry, Johnson, et al, 2015). However, official alcohol companies' YouTube channels are still highly accessible to underage youth (Barry, Johnson, et al, 2015).…”

Section: Discussionmentioning

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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Section: Discussionmentioning

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

View full text Add to dashboard Cite

show abstract

“…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].…”

Section: Traditional and Digital Exposure Venuesmentioning

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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“…With modernization in the world market and increase in advertisement, harmful drinks that were not easily accessible to the youth are now of higher consumption rate than expected [3]. In recent times, because of the promotion, competition and popularity of alcoholic products, most alcoholic beverages are now cheaper as compared to other soft drinks [4]. Due to this multiplicity, most young people engage in heavy drinking at younger ages than in the past.…”

Section: Introductionmentioning

confidence: 99%

“…Beer include malt beer, wine from grapes, spirits from distilled beverages and other fermented beverages made from cereals such as maize, millet and sorghum [4].…”

Section: Introductionmentioning

confidence: 99%

Prevalence of Alcohol Consumption and Factors Influencing Alcohol Use Among the Youth in Tokorni-Hohoe, Volta Region of Ghana

Osei-Bonsu¹

2017

SJPH

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Abstract:Background: Alcohol use still remains a great public health concern. However, the youth are the higher risk group in terms of alcohol consumption and its associate complications. Alcohol consumption among the youth is on the rise and Ghana cannot be exempted due to easy accessibility and availability of alcoholic beverages to the youth. According to Ghana Demographic and Health survey, alcohol consumption is highest among young people between the ages of 15-39 years than other age group; however, little information on alcohol consumption has made the problem unknown, limiting appropriate measures to control its use. This study measured the prevalence of alcohol consumption and associated factors among the youth in Tokorni-Hohoe. Methods: The study employed cross sectional study using quantitative method to sample 316 respondents. Random and systematic sampling techniques were used to sample respondents. Structured questionnaire was used to collect relevant information from respondents. The analysis was performed using StataSE 12. Results: The prevalence of alcohol consumption among the youth is 43%. Both males and females engage in alcohol use but more males were found to use alcohol than females. Alcohol consumption was highest among the age group of 20-25 years. The major factors influencing the use are peer influence (30.8%) and advertisement (20.3%). All the socio-demographic characteristics except religion (p=0.011) and occupation (p=0.001) were found not to be strongly associated with alcohol consumption. Reasons given by the youth for consuming alcohol are to have fun and to stimulate their appetite for food. Conclusions: Alcohol use is highly prevalent among the youth in Tokorni-Hohoe and therefore interventions to prevent its use should be more focus on the youth because of their vulnerability. Advertisement on alcohol use must be control by the appropriate institutions.

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Underage Access to Online Alcohol Marketing Content: A YouTube Case Study

Abstract: Alcohol industry provided online marketing content is predominantly accessible to underage adolescents. Thus, brewers are not following some of the self-developed and self-imposed mandates for online advertising by failing to implement effective age-restriction measures (i.e. age gates).

Cited by 61 publications

References 22 publications

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

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

The Myriad Influences of Alcohol Advertising on Adolescent Drinking

Prevalence of Alcohol Consumption and Factors Influencing Alcohol Use Among the Youth in Tokorni-Hohoe, Volta Region of Ghana

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