Auger Nathalie, Daniel Mark, Knäuper Bärbel, Dourian Tara, Raynault Marie-France
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.
J Adolesc Health. 2015 Apr;56(4):429-32. doi: 10.1016/j.jadohealth.2014.12.006. Epub 2015 Jan 30.
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.
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.
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).
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.
我们以一家大型体育公司在加拿大开展的“点亮它”营销活动为例，评估针对青少年的在线广告中出现有害信息的可能性。
我们在加拿大蒙特利尔对20个中学班级进行了一项整群随机对照试验。班级被随机分配观看一则“点亮它”广告（n = 205）或一则中性对照广告（n = 192）。主要结局指标是广告中非法药物信息的自我报告。
在学生中，22.9%报告称“点亮它”广告包含非法药物信息，而对照广告的这一比例为1.0%（相对风险，22.0；95%置信区间，6.5 - 74.9）。
尽管该活动旨在推广体育，但本研究中的青少年认为“点亮它”广告与非法药物有关。该活动说明了广告可能会在无意中向儿童推销不良行为。
