Graduate School of Public Health, Teikyo University, 2-11-1 Kaga, Itabashi-ku, Tokyo, Japan.
Department of Health Communication, School of Public Health, The University of Tokyo, 7-3-1 Hongo, Bunkyo-ku, Tokyo, Japan.
BMC Public Health. 2022 Oct 6;22(1):1864. doi: 10.1186/s12889-022-14276-5.
Alcohol use is a serious public health challenge worldwide. Japan has no government regulations or legal penalties against advertising alcoholic beverages on television (TV). Instead, advertisements depend on the Japanese alcohol industry's self-regulation on airtime (no advertisements from 5 am to 6 pm) and the content of alcoholic beverages, which must not tempt minors. However, many adolescents (10 to 19 years old) watch TV from 6 pm to 11 pm. The aim of this study was to describe the pattern in the advertising of alcoholic beverages and alcohol-flavoured non-alcoholic beverages (AFNAB) in Japan during the popular TV viewing time for adolescents.
A secondary analysis of advertising airtime data from five free-to-air Japanese TV networks in the Greater Tokyo area that aired between 12 August and 3 November 2019, was performed.
During the study period, 5215 advertisements for alcoholic beverages and AFNABs aired (1451.75 min). In total, 2303 advertisements (44.2%) were beer, low-malt beer, or beer-taste beverages, 277 (5.3%) were whisky, 2334 (44.8%) were local alcoholic beverages (shochu and seishu), and 301 (5.8%) were AFNAB. On average, more advertisements aired on weekends (67.6 advertisements) than on weekdays (59.3 advertisements) per day. Approximately 30% of advertisements for AFNABs were aired during the time restricted for alcohol advertising, although AFNABs are considered alcohol according to industry guidelines. During the popular television viewing time for young adolescents, about two to three times more advertisements were aired per hour than during the rest of the day, on both weekdays and weekends (p < 0.001).
The number of alcohol advertisements aired at times when adolescents often watch TV is 2 to 3.2 times higher than that at other times of the day. Furthermore, despite the industry's self-imposed regulations, some alcoholic beverages are still advertised. Therefore, other methods to protect children and adolescents from exposure to advertisements for alcoholic beverages should be investigated and implemented.
饮酒是全球范围内严重的公共卫生挑战。日本对电视（TV）上的酒类广告没有政府规定或法律处罚。相反，广告依赖于日本酒类行业对播出时间（早上 5 点到下午 6 点之间不得播放广告）和酒类广告内容的自我监管，即不得诱惑未成年人。然而，许多青少年（10 至 19 岁）在下午 6 点到晚上 11 点之间看电视。本研究的目的是描述日本在青少年热衷的电视观看时段内酒类和含酒精的无酒精饮料（AFNAB）的广告模式。
对 2019 年 8 月 12 日至 11 月 3 日期间，在大东京地区五个免费电视网络播出的酒类和 AFNAB 广告播出时间数据进行二次分析。
在研究期间，共播出了 5215 个酒类和 AFNAB 广告（1451.75 分钟）。其中，2303 个广告（44.2%）为啤酒、低麦芽啤酒或啤酒味饮料，277 个广告（5.3%）为威士忌，2334 个广告（44.8%）为地方酒类（烧酒和清酒），301 个广告（5.8%）为 AFNAB。平均而言，周末（每天 67.6 个广告）的广告数量多于工作日（每天 59.3 个广告）。尽管行业指南将 AFNAB 视为酒精，但仍有约 30%的 AFNAB 广告在限制酒类广告播出的时段播出。在青少年热衷的电视观看时段，每小时播出的 AFNAB 广告数量比一天中其他时段多 2 到 3 倍，无论工作日还是周末均如此（p < 0.001）。
青少年经常看电视的时段播出的酒类广告数量比一天中其他时段多 2 到 3.2 倍。此外，尽管行业实行了自我监管规定，但仍有一些酒类在做广告。因此，应研究并实施其他方法来保护儿童和青少年免受酒类广告的影响。
