Unintended messages in online advertising to youth: illicit drug imagery in a Canadian sports marketing campaign.

作者信息

Auger Nathalie, Daniel Mark, Knäuper Bärbel, Dourian Tara, Raynault Marie-France

机构信息

Analyse de la santé et des inégalités sociales et territoriales, Institut national de santé publique du Québec, Montreal, Québec, Canada; Axe Risques à la santé, University of Montreal Hospital Research Centre, Montreal, Québec, Canada.

School of Population Health, University of South Australia, Adelaide, South Australia, Australia; South Australian Health and Medical Research Institute, Adelaide, South Australia, Australia.

出版信息

J Adolesc Health. 2015 Apr;56(4):429-32. doi: 10.1016/j.jadohealth.2014.12.006. Epub 2015 Jan 30.

DOI:10.1016/j.jadohealth.2014.12.006

PMID:25650109

Abstract

PURPOSE

We assessed the potential for harmful messages in online advertisements targeted to youth, using the example of the Canadian "Light It Up" marketing campaign from a large sports corporation.

METHODS

We undertook a cluster randomized controlled trial of 20 secondary school classes in Montreal, Canada. Classes were randomly allocated to view a "Light It Up" advertisement (n = 205) or a neutral comparison advertisement (n = 192). The main outcome measures were self-reports of illicit drug messages in the advertisements.

RESULTS

Of the students, 22.9% reported that the "Light It Up" advertisement contained illicit drug messages compared with 1.0% for the comparison advertisement (relative risk, 22.0; 95% confidence interval, 6.5-74.9).

CONCLUSIONS

Although meant to promote sports, youth in this study believed that the "Light It Up" advertisement was related to illicit drugs. The campaign illustrates how advertisements may inadvertently market unwanted behaviors to children.

摘要