However, as someone who doesn’t drink and has not seen English TV for years, the shameless advertising by retailers and drinks companies comes as quite a shock. Social media platforms collect massive amounts of data points on children and young people, enabling companies to develop intimate insights into their lives to target them with marketing. This targeted advertising is integrated with on-demand digital retail, with which we can get alcohol delivered into our homes in under an hour. Most of the alcohol ads we see on digital platforms have “buy” and “shop now” buttons. Digital advertisements have become the fridge door at the bottle shops or bars. It was coded whether such a brand post had an educational slogan (i.e., “no 18, no alcohol”), that is advised by the Dutch Foundation for Responsible Alcohol Consumption.
- They then target this audience with advertisements for the alcohol company.
- According to Ofcom, a media regulator in the UK, children are now seeing more than three alcohol advertisements each week.
- The only previous studies on this topic are several surveys conducted by the Advertising Standards Authority .
The need to gain insight in influencers’ display of alcoholposts is increased even further because in many countries regulations state that https://rehabliving.net/ is not to target minors. This is even more disturbing because research shows that influencer marketing elicits less resistance to the ad message than traditional advertisements do (de Vries et al., 2012). The goal of this study was therefore to investigate influencers’ alcoholposts on one of the most popular social media, i.e., Instagram. Four main results were found in a first study among students (18–25 years). First, the majority of influencers (i.e., 63.5%) posted about alcohol recently. Second, these alcoholposts were mostly posted by lifestyle influencers, were positive, and showed a social context.
Alcohol Advertising as Insidious as Alcohol
I agree with you, the advertising must be stopped, the same as the tobacco industry had to stop. It made an impact and I believe stopping the advertising of alcohol will make an impact as well. We have an organization here in the states “Mothers Against Drunk Drivers” or “MADD” in short.
- People under 25 may be shown in marketing communications, for example, in the context of family celebrations, but must be obviously not drinking.
- There is evidence that such a law would be more acceptable to the general public than other mechanisms to reduce alcohol consumption, such as restricting licensing hours.
- If there is a service, specific guide, piece of information, or an event you were expecting to see please contact us and we will do our best to assist.
- Rules can restrict both the content of marketing ads and materials, and where and when the marketing can be displayed.
- But the group has called for the Scottish Government to take further action against such marketing content, which it said had become “increasingly sophisticated and more difficult to avoid”.
Some of the largest sponsors of football are alcohol producers, prompting a debate about the ethical acceptability of eco sober house complaints in the sport. An analysis of the role of the Portman Group in alcohol industry self-regulation. Millions of people suffer every day as a result of alcohol – that’s why it is so important that we have evidence-based policies in place to make sure it is marketed effectively. Blog Find the latest alcohol research and news, tips to help you cut down, stories from people who have experienced alcohol harm and so much more. News and views Read the latest press releases and commentary on all things alcohol from Alcohol Change UK.
with drinks, bars and
While a Drinkaware warning at the end of the ad is not required by the BCAP Code, the advertiser may have made a commitment to including this information. On that basis we won’t advise that ads be amended to include or delete this line and we support and encourage the inclusion of these messages. Copy must not include any personality who has a particular appeal to under 18s.
- Our rulings are a transparent record of our policy on what is and isn’t acceptable in ads.
- For the purposes of the rules in this section, the word ‘drink’ refers to drinks with a strength above 0.5% ABV.
- Similarly to Malaysia, advertisements for alcohol are not allowed to be shown during Malay-language programmes.
- There is a clear need to strengthen the rules, argues Professor David French.
- The datasets generated for this study are available on request to the corresponding author.
People under 25 may be shown in marketing communications, for example, in the context of family celebrations, but must be obviously not drinking. Marketing communications must not link alcohol with the use of potentially dangerous machinery or driving. Marketing communications may feature sporting and other physical activities (subject to other rules in this section; for example, appeal to under-18s or link with daring or aggression) but must not imply that those activities have been undertaken after the consumption of alcohol. Marketing communications must not imply that alcohol might be indispensable or take priority in life or that drinking alcohol can overcome boredom, loneliness or other problems. Marketing communications must neither show, imply, encourage or refer to aggression or unruly, irresponsible or anti-social behaviour nor link alcohol with brave, tough or daring people or behaviour. Marketing communications must be socially responsible and must contain nothing that is likely to lead people to adopt styles of drinking that are unwise.
Alcoholposts on Social Media
I do like the iconic Guinness adverts and how awful it must be for marketers to have to be more creative in their efforts if the bill goes ahead, I feel so sorry for them! Advertisers are extremely creative and would find a way to shift their style in order to accommodate these changes and still promote their product which is why a total ban on TV advertising is being actively promoted by health professionals. The fact that the advert annoys me is obviously not reason enough to ban eco sober house boston from TV, but there are many more important reasons to support such a move. The aim of this project is to assist local and national policy-makers develop efficient strategies to help achieve wide scale roll out of alcohol interventions to reduce health harm. Troy, D. M., Attwood, A. S., Maynard, O. M., Scott-Samuel, N. E., Hickman, M., Marteau, T. M., & Munafò, M. R. Alcohol marketers create a frictionless system for promoting and distributing alcohol via digital platforms.
Prohibition may be well and truly over but alcohol companies are nowhere near as free as in the US as they are in the UK. This mostly concerns placement of advertisements, making sure that the majority of viewers are over 21. And each state has their own restrictions, most notably in LA where advertisements are banned on municipal property meaning a ban on billboards, bus stops or anything owned by the public.
Therefore, because there is a direct correlation between advertising and consumption, the government worries that it would lose money on duty if alcohol adverts were banned on TV. However, the answer would be to raise taxes on alcohol just as they did with tobacco, which is also seen as a positive move among health professionals towards reducing the overall consumption of alcohol. The alcohol industry spends hundreds of millions of pounds every year on marketing their products. Although alcohol companies claim only to advertise to adults, the existing advertising codes are so weak that young people are regularly exposed to alcohol marketing which they find appealing.
What Are the Characteristics of Influencers’ Alcoholposts?
Alcohol companies market their products in order to increase sales, whether through reaching more customers or getting existing customers to purchase more. Research has found that alcohol companies are often reliant on heavy drinkers for their profits and will target their advertising towards younger drinkers to encourage them to become the “heavy-using loyalists of tomorrow”. In 2013, Russia prohibited alcohol advertising on television, radio, print, the internet, public transport and billboards, in an attempt to tackle what is being described as the nation’s drink problem. Zenith estimates a 9.2% annual growth in digital ad spend between 2019 and 2023, when online advertising will account for 30% of alcohol brands’ marketing budgets.
The risks to our health because of drinking are far more serious than those caused by smoking. Then the platform develops “look-alike” audiences of potential new customers who have similar characteristics to the alcohol companies’ most valuable existing customers . They then target this audience with advertisements for the alcohol company. To ensure the content of the ads is most likely to resonate with a person, “dynamic” ads are used, tailoring the sales promotion, price and product in the ad automatically based on a person’s previous searches, shopping and browsing activities. Direct or indirect advertising of alcoholic and non-alcoholic beverages is expressly forbidden in places frequented mainly by minors under 18 years of age and radio and television advertising of non-alcoholic beverages during the period from 4 pm to 7 pm.
Despite this evidence, we still advise future researchers to investigate in depth what the underage audience is of influencers who post alcoholposts. Although this is a challenging and cumbersome task, this is essential to understand the full exposure of minors to alcohol content posted by influencers. A last interesting finding was that disclosures were related to likes and comments. That is, we found that if influencers disclosed that they advertised for an alcohol brand this was related to fewer likes and comments than when they did not give such a disclosure . This is in line with studies that suggest that people can become negative toward the origin of a message (e.g., the influencer) if they see a sponsorship disclosure (e.g., Boerman et al., 2015).
A ban on alcohol sponsorship of events aimed at children, events at which most participants, or competitors, are children. A complete prohibition on alcohol advertising at events aimed particularly at children, or at events in which most participants, or competitors, are children. A prohibition on alcohol advertising in or on a sports area during a sporting event; though alcohol branding may be used on players’ clothing. They also want to introduce health warnings on labels, they want to stop any form of advertising at sporting events and crucially tighter restrictions on when and how alcohol can be advertised in the media.
This is where indirect references to brands through the use of colours, fonts and slogans are used – most noticeably seen sports sponsorship. A study of the 2016 UEFA tournament found that 123 instances of alcohol marketing on average in each match broadcast, with 91% of these being alibi marketing. When those who are vulnerable, such as children and people in recovery, are exposed to marketing, it can also increase harm.
Care should be taken not to exploit the young, the immature or those who are mentally or socially vulnerable. Helpful information on the advertising rules and examples of previously published ASA rulings based upon topics, issues and media channels. Selling wine in larger-sized wine glasses may encourage people to drink more, even when the amount of wine served remains the same.
Zenith said brands cut their marketing budgets to protect their bottom lines, as consumers drank less alcohol and purchased more in the off-trade where prices are lower. Money spent on alcohol advertising is expected to return to pre-pandemic levels by 2023, following a double-digit drop last year. Only in exceptional circumstances may marketing communications feature alcohol being drunk by anyone in their working environment. Marketing communications that include a promotion must not imply, condone or encourage excessive consumption of alcohol. In the case of a drink with relatively high alcoholic strength in relation to its category, the factual information should not be given undue emphasis. For the purposes of the rules in this section, the word ‘drink’ refers to drinks with a strength above 0.5% ABV.