Through the looking glass: An alcohol advertisement every 3 minutes

IF 3 3区医学 Q2 SUBSTANCE ABUSE

Drug and alcohol review Pub Date : 2024-06-06 DOI:10.1111/dar.13886

Brienna N. Rutherford, Janni Leung, Daniel Stjepanović, Gary C. K. Chan

{"title":"Through the looking glass: An alcohol advertisement every 3 minutes","authors":"Brienna N. Rutherford, Janni Leung, Daniel Stjepanović, Gary C. K. Chan","doi":"10.1111/dar.13886","DOIUrl":null,"url":null,"abstract":"<div>\n \n \n <section>\n \n <h3> Introduction</h3>\n \n <p>There is growing concern over the lack of regulation of alcohol advertisements on social media platforms frequented by youths. This study aims to build upon existing literature by assessing the frequency with which young Australians (17–25) are shown advertisements promoting alcohol use and the themes utilised in these advertisements.</p>\n </section>\n \n <section>\n \n <h3> Methods</h3>\n \n <p>A total of 125 Australian youths (mean age 18.74 years; 74.40% female) were recruited in exchange for course credit to participate in an online study. Participants scrolled through Facebook or Instagram for a period of 30 min and screenshotted any alcohol advertisements encountered. Participants then identified the advertisement qualities (or ‘themes’) present in the advertisements, based on pre-identified categories. Demographic, social media usage and historical personal, peer or familial substance use behaviour data was also collected.</p>\n </section>\n \n <section>\n \n <h3> Results</h3>\n \n <p>Seventy-one university students were exposed to 796 alcohol advertisements across both platforms, and they encountered an advertisement every 2 min and 43 s on average. Most advertisements included call to action features on both Facebook (78.80%) and Instagram (71.17%). Advertisements relating to ease of access (promoting subscription/home delivery; 41.72% and 42.56%) and sales incentives (special offers, promotions, samples or bonuses with purchase; 43.70% and 46.84%) were most common across both platforms.</p>\n </section>\n \n <section>\n \n <h3> Discussion and Conclusions</h3>\n \n <p>Alcohol advertisements are highly prevalent online, particularly among Australian youth social media users. Future research should endeavour to identify whether temporal use of alcohol is a predictor of subsequent exposure to alcohol advertising on social media, and whether this exposure is likely to increase successive alcohol use behaviours.</p>\n </section>\n </div>","PeriodicalId":11318,"journal":{"name":"Drug and alcohol review","volume":"43 6","pages":"1426-1434"},"PeriodicalIF":3.0000,"publicationDate":"2024-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/dar.13886","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Drug and alcohol review","FirstCategoryId":"3","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1111/dar.13886","RegionNum":3,"RegionCategory":"医学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"SUBSTANCE ABUSE","Score":null,"Total":0}

引用次数: 0

Abstract

Introduction

There is growing concern over the lack of regulation of alcohol advertisements on social media platforms frequented by youths. This study aims to build upon existing literature by assessing the frequency with which young Australians (17–25) are shown advertisements promoting alcohol use and the themes utilised in these advertisements.

Methods

A total of 125 Australian youths (mean age 18.74 years; 74.40% female) were recruited in exchange for course credit to participate in an online study. Participants scrolled through Facebook or Instagram for a period of 30 min and screenshotted any alcohol advertisements encountered. Participants then identified the advertisement qualities (or ‘themes’) present in the advertisements, based on pre-identified categories. Demographic, social media usage and historical personal, peer or familial substance use behaviour data was also collected.

Results

Seventy-one university students were exposed to 796 alcohol advertisements across both platforms, and they encountered an advertisement every 2 min and 43 s on average. Most advertisements included call to action features on both Facebook (78.80%) and Instagram (71.17%). Advertisements relating to ease of access (promoting subscription/home delivery; 41.72% and 42.56%) and sales incentives (special offers, promotions, samples or bonuses with purchase; 43.70% and 46.84%) were most common across both platforms.

Discussion and Conclusions

Alcohol advertisements are highly prevalent online, particularly among Australian youth social media users. Future research should endeavour to identify whether temporal use of alcohol is a predictor of subsequent exposure to alcohol advertising on social media, and whether this exposure is likely to increase successive alcohol use behaviours.

查看原文本刊更多论文

透过玻璃看世界每 3 分钟一个酒类广告

导言：人们越来越关注青少年经常使用的社交媒体平台上的酒类广告缺乏监管的问题。本研究旨在以现有文献为基础，评估澳大利亚青少年（17-25 岁）看到宣传饮酒广告的频率以及这些广告所使用的主题：共招募了 125 名澳大利亚青少年（平均年龄 18.74 岁；74.40% 为女性）参加在线研究，以换取课程学分。参与者在 30 分钟内滚动浏览 Facebook 或 Instagram，并对遇到的任何酒类广告进行截图。然后，参与者根据预先确定的类别确定广告中出现的广告特质（或 "主题"）。此外，还收集了人口统计学、社交媒体使用情况以及个人、同伴或家庭药物使用行为的历史数据：71 名大学生在这两个平台上共接触了 796 个酒类广告，平均每 2 分 43 秒接触一个广告。在 Facebook（78.80%）和 Instagram（71.17%）上，大多数广告都包含行动号召功能。在这两个平台上，与获取便利性（促进订阅/送货上门；41.72% 和 42.56%）和销售激励（特别优惠、促销、样品或购买红利；43.70% 和 46.84%）相关的广告最为常见：酒精广告在网上非常普遍，尤其是在澳大利亚青少年社交媒体用户中。未来的研究应努力确定暂时性饮酒是否是随后在社交媒体上接触酒类广告的预测因素，以及这种接触是否可能增加随后的饮酒行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Drug and alcohol review SUBSTANCE ABUSE-

CiteScore

4.80

自引率

10.50%

发文量

151

期刊介绍： Drug and Alcohol Review is an international meeting ground for the views, expertise and experience of all those involved in studying alcohol, tobacco and drug problems. Contributors to the Journal examine and report on alcohol and drug use from a wide range of clinical, biomedical, epidemiological, psychological and sociological perspectives. Drug and Alcohol Review particularly encourages the submission of papers which have a harm reduction perspective. However, all philosophies will find a place in the Journal: the principal criterion for publication of papers is their quality.