Jernigan David H, Rushman Anne E
Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, 624 N. Broadway, Room 292, Baltimore, Maryland, 21218, USA.
Center on Alcohol Marketing and Youth, Johns Hopkins Bloomberg School of Public Health, 624 N. Broadway, Room 288, Baltimore, Maryland, 21218, USA.
J Public Health Policy. 2014 Feb;35(1):91-104. doi: 10.1057/jphp.2013.45. Epub 2013 Nov 28.
Youth exposure to alcohol marketing has been linked to increased alcohol consumption and problems. On relatively new and highly interactive social networking sites (SNS) that are popular with youth, tools for measuring youth exposure to alcohol marketing in traditional media are inadequate. We critically review the existing policies of Facebook, Twitter, and YouTube designed to keep branded alcohol content away from underage youth. Looking at brand and user activity on Facebook for the 15 alcohol brands most popular among US youth, we found activity has grown dramatically in the past 3 years, and underage users may be accounting for some of this activity. Surveys of youth and adult participation in alcohol marketing on SNS will be needed to inform debate over these marketing practices.
青少年接触酒精营销与饮酒量增加及相关问题有关。在受青少年欢迎的相对较新且高度互动的社交网站（SNS）上，用于衡量青少年接触传统媒体中酒精营销情况的工具并不适用。我们批判性地审视了脸书、推特和优兔为防止未成年青少年接触品牌酒精内容而制定的现有政策。通过查看美国青少年中最受欢迎的15个酒精品牌在脸书上的品牌和用户活动，我们发现过去三年此类活动急剧增加，其中可能有一些是未成年用户的活动。需要对青少年和成年人参与社交网站上酒精营销的情况进行调查，以便为有关这些营销行为的辩论提供信息。
