Department of Technical and Professional Communication, University of Twente, Enschede, The Netherlands.
J Adolesc Health. 2011 Jul;49(1):97-8. doi: 10.1016/j.jadohealth.2010.11.248. Epub 2011 Apr 12.
To investigate the effect of a national information campaign, introduced by the Dutch Food Retail Organization, named "Under 20? Show Your ID!," on compliance with age restrictions on alcohol sales. The compliance level after the campaign was compared with a baseline compliance, that we calculated based on 458 preintervention compliance measurements.
Data were collected using the method of mystery shopping. Three teams, each consisting of two 15-year-old mystery shoppers, conducted 105 alcohol purchase attempts in supermarkets in three regions in the Netherlands.
A compliance rate of 24.8% was found, which is a significant improvement compared with Dutch basement compliance rate from the past (14.9%), but is nominally still very low.
This mass media intervention campaign failed to increase compliance to an acceptable level. Also the specific goal of the campaign (ask everybody under <20 years old for identification [ID]) failed because fewer than half of the 15-year-old mystery shoppers in the study were asked to show their ID when purchasing alcoholic beverages.
调查荷兰食品零售组织发起的一项名为“未满 20 岁？出示身份证！”的全国信息宣传活动对遵守酒类销售年龄限制的影响。将活动后的合规水平与我们根据 458 项干预前合规性测量计算得出的基线合规性进行比较。
使用神秘顾客调查方法收集数据。三个团队，每个团队由两名 15 岁的神秘顾客组成，在荷兰三个地区的超市进行了 105 次酒精购买尝试。
发现合规率为 24.8%，与荷兰过去的基础合规率（14.9%）相比有显著提高，但名义上仍然很低。
此次大众媒体干预活动未能将合规率提高到可接受的水平。此外，活动的具体目标（要求所有未满 20 岁的人出示身份证[ID]）也未能实现，因为在研究中，只有不到一半的 15 岁神秘顾客在购买酒精饮料时被要求出示身份证。
