A discussion on the social problem of youth being exposed to alcohol advertising

Sample sizes per wave were,and Data on alcohol advertising expenditures on television, radio, billboards, and newspapers were collected. Examining only youth younger than the legal drinking age of 21 years, alcohol advertisement exposure and expenditures still related to drinking. Youth in markets with more alcohol advertisements showed increases in drinking levels into their late 20s, but drinking plateaued in the early 20s for youth in markets with fewer advertisements.

A discussion on the social problem of youth being exposed to alcohol advertising

Underage youth widely exposed to online alcohol marketing | Fox News

Using cellular smartphones, we determined whether profiles could a interact with advertising content—e. Results All user profiles could fully access, view, and interact with alcohol industry content posted on Instagram and Twitter.

All Instagram profiles, however, were able to follow all alcohol brand pages and received an average of advertisements within 30 days. The quantity of promotional updates increased throughout the week, reaching their peak on Thursday and Friday. Conclusion The alcohol industry is in violation of their proposed self-regulation guidelines for digital marketing communications on Instagram.

While Twitter's age-gate effectively blocked direct to phone updates, unhindered access to post was possible. Everyday our fictitious profiles, even those as young as 13, were bombarded with alcohol industry messages and promotional material directly to their smartphones.

Moreover, there appears to be a dose response—relationship between alcohol consumption and exposure to media and commercial communications, such that as exposure to alcohol advertising increases so too does the frequency of a drinker's consumption, as well as the odds of alcohol initiation Snyder et al.

In addition to simply considering overall exposure to media, it has been proposed that it is equally important to consider and assess how associated messages are perceived and interpreted Austin et al.

When perceived as likeable, alcohol advertisements effectively influence an adolescent's intention to purchase the brand and products promoted Chen et al.

Positive intentions and expectations of underage persons to drink alcohol are predicted by their attitudes and perceptions of promotional messages, which alcohol advertising effectively influences Fleming et al.

Expectancies of underage persons have been found to be not only influenced by logic, but also affect, such that individuals progressively internalize message and subsequently employ them in their eventual decisions and also emulate the portrayals observed Austin et al.

In other words, receptivity to advertising has been proposed to be a continuous iterative process in which youth go through cycles of exposure, internalization, and incorporation into their identity McClure et al.

Self-regulation and youth exposure to alcohol advertising Despite self-imposed regulations which call for limiting exposure of youth to alcohol advertising content and messages, there is evidence that the alcohol industry purposefully targets those under the minimum legal drinking age MLDA; 18—20 Ross et al.

For instance, beer and liquor advertising appear more frequently in magazines with higher adolescent readerships Garfield et al. Additionally, placement of television advertising appears during television programs with higher percentages of youth viewers than is allowable under alcohol industry voluntary regulations CDC, With the proliferation of internet and social media, the alcohol industry has considerably decreased its advertising expenditures in traditional media outlets e.

This is concerning when you couple the alcohol industry's track record of advertising to youth with the fact that youth account for a large percentage of internet and social media adopters and users Pew Research Center, n.

As Casswell contends, new developments in alcohol marketing are most likely to impact adolescents and young adults, as they are more likely to adopt new technology. Digital marketing communications are intended for adults of legal purchase age. Digital marketing communications should be placed only in media where at least Digital marketing communications on a site or web page controlled by the brand advertiser that involve direct interaction with a user should require age affirmation by the user prior to full user engagement of that communication to determine that the user is of legal purchase age.

The current investigation employed fictitious social media profiles between the ages of 13—21 in order to assess whether alcohol companies are adhering to the recommendations outlined in the DISCUS's Guidance Note on Responsible Digital Marketing Communications in their marketing practices on the social media platforms of Twitter and Instagram.

A discussion on the social problem of youth being exposed to alcohol advertising

Twitter and Instagram were specifically chosen for several reasons. First, the FTC contends that Facebook effectively restricts access to alcohol industry pages to those over the minimum legal drinking age, and that alcohol advertisements cannot be placed on the pages of persons who are younger than Thus, existing data on Facebook practices eliminated it from consideration.

Second, following Facebook, Twitter and Instagram are the most popular social media sites among youth between the ages of 12—17 Pew Research Center, n.

Based on previous investigations into the efficacy of age gate technology employed on the social media site YouTube Barry et al.

For each social media platform there was a male and female profile for each age category. Additionally, these age ranges were selected because they correspond with several different phases of life: The profiles were assigned first and last names randomly selected from the 20 most popular names on the United States Census.


Each fictitious profile was used to interact with both the Twitter and an Instagram social media channels which produced usage and engagement metrics. These metrics were assessed solely via mobile smartphone devices.

The only information that was entered during setup of the accounts on Twitter and Instagram was user name, age, and sex. Inclusion and exclusion criteria Data obtained from Twitter and Instagram provided information on the ability of youth to access, view, interact e.

Brands were excluded if we were unable to identify their official Twitter and Instagram account. Of these 25 brands, only 22 had official pages on both Twitter and Instagram. Assessment Data was collected in two phases using Twitter and Instagram mobile applications.

Phase 1 focused on analyzing access and interaction.Alcohol Advertising and Youth By Brooke Martin South University The social problem that the researchers are investigating is underage drinking via.

Implications Of Drug and Alcohol Exposure to Teens

The present study tested for alcohol advertising effects on youth exposed during Grade 6. This is the youngest sample that has been studied longitudinally. By grade 8, slightly more than half of all youth have experimented with alcohol, and many of those who have not .

Effects of Alcohol Advertising on Alcohol Consumption Among Youth ova Scotia Department of Health Promotion and Prot ection there is evidence that youth are regularly exposed to alcohol advertising and some have expressed concern over the potential impact these the effects of alcohol advertising on alcohol consumption among youth.

Methods. Alcohol advertising is aggressive and linked to youth drinking, research finds University in Perth on the use of social media to market alcohol products. youth were being targeted by this. The effect of alcohol portrayals and advertising on the drinking behaviour of young people is a matter of much debate.

We evaluated the relationship between exposure to alcohol advertising, marketing and portrayal on subsequent drinking behaviour in young people by systematic review of cohort. Today our youth is not only exposed to alcohol advertising, but they are also the targets, An article from the American Academy of Family Physicians (AAFP) discusses how even though alcohol consumption has decreased in the last decade in teens, that in “26% of high school students have reported episodic heavy or binge drinking.

Does Alcohol Advertising have an Effect on Youth? - Forums