Centre for Research on Addiction, Control and Governance, Faculty of Social Sciences, University of Helsinki, Helsinki, Finland.
Faculty of Social Sciences, University of Helsinki, Helsinki, Finland.
Drug Alcohol Rev. 2019 May;38(4):386-390. doi: 10.1111/dar.12928. Epub 2019 Apr 5.
This study has, for the first time, mapped the extent to which alcoholic beverage brands operating on the Swedish market follow national advertising regulations and industry self-regulating codes in their postings on social media.
All social media content posted on YouTube, Twitter, Facebook and Instagram by 52 brands operating in the Swedish market was gathered from three sample months in 2014, 2016 and 2017. A content analysis was performed.
An audit of the 1204 posts shows that the brands' social media content conforms rather well with the industry's own self-regulation codes. However, the studied beverage brands had alarmingly inadequate age-gates to social media accounts. Advertisements for alcoholic beverages must be clearly distinguishable from advertisements for non-alcoholic beverages, according to the Swedish Alcohol Act criteria. These criteria are fulfilled to a varying degree among the posts in the analysed data. Advertisements for non-alcoholic beverages give companies a greater leeway in terms of shape and content of the post through logotypes, settings and connotations. However, advertisements of non-alcoholic beverages continue to convey the brand connotations and image to consumers.
Regulating alcohol advertising in online milieus can be very difficult because of the complex mixture between quickly evolving techniques and the diverse nature of communication messages targeting consumers. Many countries, including Sweden, are now focusing on how to enforce effective policies. This short report strives to shed some light on the scope and content of commercial messages on Swedish social media platforms.
本研究首次绘制了在瑞典市场运营的酒精饮料品牌在其社交媒体帖子中遵守国家广告法规和行业自律准则的程度。
从 2014 年、2016 年和 2017 年的三个样本月份中收集了在瑞典市场运营的 52 个品牌在 YouTube、Twitter、Facebook 和 Instagram 上发布的所有社交媒体内容。进行了内容分析。
对 1204 个帖子的审核表明，品牌的社交媒体内容与行业自身的自律准则相当吻合。然而，所研究的饮料品牌在社交媒体账户上的年龄限制令人震惊地不足。根据《瑞典酒精法》的标准，酒精饮料的广告必须与非酒精饮料的广告明显区分开来。在分析数据中的帖子中，这些标准在不同程度上得到了满足。非酒精饮料的广告通过徽标、设置和内涵为公司在帖子的形状和内容方面提供了更大的自由度。然而，非酒精饮料的广告继续向消费者传达品牌内涵和形象。
由于快速发展的技术和针对消费者的多样化沟通信息之间的复杂混合，监管在线环境中的酒精广告可能非常困难。包括瑞典在内的许多国家现在都在关注如何执行有效的政策。本简短报告旨在阐明瑞典社交媒体平台上商业信息的范围和内容。
