Donovan Kati, Donovan Rob, Howat Peter, Weller Narelle
Centre for Behavioural Research in Cancer Control, Curtin University of Technology, School of Public Health, Curtin University, Perth, Western Australia, Australia.
Drug Alcohol Rev. 2007 Jan;26(1):73-81. doi: 10.1080/09595230601037026.
The purpose of this study was to assess the frequency and content of alcoholic beverage advertisements and sales promotions in magazines popular with adolescents and young people in Australia, and assess the extent to which the ads complied with Australia's self-regulatory Alcoholic Beverages Advertising Code (ABAC). Alcohol advertisements and promotions were identified in a sample of 93 magazines popular with young people. The identified items were coded against 28 measures constructed to assess the content of the items against the five sections of the ABAC. Two thirds of the magazines contained at least one alcohol advertisement or promotion with a total of 142 unique items identified: 80 were brand advertisements and 62 were other types of promotional items (i.e. sales promotions, event sponsorships, cross promotions with other marketers and advertorials). It was found that 52% of items appeared to contravene at least one section of the ABAC. The two major apparent breaches related to section B--the items having a strong appeal to adolescents (34%) and to section C--promoting positive social, sexual and psychological expectancies of consumption (28%). It was also found that promotional items appeared to breach the ABAC as often as did advertisements. It is concluded that the self-regulating system appears not to be working for the alcoholic beverages industry in Australia and that increased government surveillance and regulation should be considered, giving particular emphasis to the inclusion of promotional items other than brand advertising.
本研究旨在评估在澳大利亚深受青少年和年轻人喜爱的杂志中酒精饮料广告及促销活动的频率和内容，并评估这些广告在多大程度上符合澳大利亚的酒精饮料广告自律守则（ABAC）。在93本受年轻人欢迎的杂志样本中识别出酒精广告和促销活动。针对为根据ABAC的五个部分评估这些项目的内容而构建的28项指标，对识别出的项目进行编码。三分之二的杂志至少包含一则酒精广告或促销活动，总共识别出142个独特项目：80个是品牌广告，62个是其他类型的促销项目（即促销活动、活动赞助、与其他营销商的交叉促销以及软文广告）。研究发现，52%的项目似乎违反了ABAC的至少一个部分。两个主要的明显违规涉及B部分——这些项目对青少年有很强的吸引力（34%），以及C部分——宣传饮酒的积极社会、性和心理预期（28%）。研究还发现，促销项目违反ABAC的频率与广告一样高。研究得出结论，自律系统在澳大利亚的酒精饮料行业似乎不起作用，应考虑加强政府监管，尤其要重视将品牌广告以外的促销项目纳入监管范围。
