The George Institute for Global Health, 1 King St, Newtown, NSW, 2042, Australia.
Melbourne School of Psychological Sciences, University of Melbourne, Victoria, 3010, Australia.
Int J Drug Policy. 2020 Jul;81:102776. doi: 10.1016/j.drugpo.2020.102776. Epub 2020 May 25.
Exposure to alcohol advertising is associated with adverse outcomes among youth. Alcohol advertising codes attempt to ensure that alcohol promotion meets community standards, especially in relation to minimising the exposure of children and young people. The aim of the present study was to assess the characteristics of Australian alcohol advertisements that breach the Alcohol Advertising Review Board's (AARB) Code, with a particular focus on provisions relating to youth exposure.
The sample comprised 628 unique ads that were the subject of complaints to the AARB in its first five years of operation. The assessed characteristics were product type, company type, media type, and ad themes used. All ads were coded by two coders, with a third coder resolving any disagreements.
On average, each of the assessed ads breached four AARB provisions, of which three breaches pertained to youth-related provisions. Across all categories, the proportion of youth-related provisions violated was significantly larger than the proportion of total provisions violated.
Results suggest beer and spirits producers that use partying ad themes, engage in sponsorship arrangements, and use online advertising platforms should be a particular focus of alcohol advertising regulations.
接触酒精广告与青少年的不良后果有关。酒精广告法规旨在确保酒精促销符合社区标准，特别是在尽量减少儿童和青少年接触方面。本研究的目的是评估违反酒精广告审查委员会（AARB）法规的澳大利亚酒精广告的特征，特别关注与青少年接触有关的规定。
该样本包括 AARB 成立头五年收到投诉的 628 个独特广告。评估的特征包括产品类型、公司类型、媒体类型和广告主题。所有广告均由两名编码员进行编码，第三名编码员解决任何分歧。
平均而言，评估的每个广告均违反了 AARB 的四项规定，其中三项与青少年相关规定有关。在所有类别中，违反青少年相关规定的比例明显大于违反总规定的比例。
结果表明，应特别关注使用聚会广告主题、参与赞助安排和使用在线广告平台的啤酒和烈酒生产商，作为酒精广告法规的重点。
