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www.EUCAM.info
New ways of monitoringalcohol marketing exposure
of young people
Wim van DalenEUCAM
NordAN Conference 2013, Tallinn Estonia
European Centre for MonitoringAlcohol Marketing (EUCAM)
• Objectives of EUCAM:
- Independent research on monitoring alcohol marketing
- Disseminating research results and policy developments
• Established in 2007 by the Dutch Institute for Alcohol Policy STAP and supported by: AV.OG.TIL(Norway), IOGT-NTO (Sweden), Alcohol & Society (Denmark), Eurocare Italia and PARPA (Poland).
The long term effect ofexposure to alcohol marketing
(13 studies):
Youngsters who are more exposed to alcoholadvertisements:
• Start earlier with drinking alcohol;• Drink higher quantities of alcohol at one
occasion (binge drinking);• Consume alcohol more frequently.• (Anderson et al 2009, Smith & Foxcroft 2009) and the Science Group of the EAHF:
Statements of EUCAM
• Self-regulating is proven to be ineffective (i.e. AMMIE project)
• Statutory regulations are highly preferable but are dependantof clear restrictions combined with proper enforcement and asupportive regulatory system
• A complete ban on alcohol marketing is the best solution forprotecting young people and other risks groups
Statements of EUCAM
• If you don’t monitor alcohol marketingyou haven’t a clue of what’s going on
• If you don’t monitor systematically/science basedyou don’t impress policy makers
Sponsorship of Sports,Music, Fashion, Film
Bavaria City Racing Moscou
Heineken sneakers
Grolsch & Loveland festival
SKYY wodka & Sex and the CityThe Movie
Puschkin:Push theEdgeparties
• The impact of alcohol brandedinternet advertising on minors
Controlled for demographics and media use(N=9454); AMPHORA; Germany; Poland, Italyand the Netherlands; 2012
Alcohol Marketing via social media
Amphora study shows that among 13 & 14 year olds in GE, IT,NL and PL:
• 1 out of 3 received promotional e-mails from alcohol brands;• 1 out of 5 looked at a web site for alcohol brands/drinking;• 1 out of 5 downloaded a mobile phone or computer
screensaver containing an alcohol brand name or logo;• 1 out of 3 used a profile page on social media sites like
facebook with an alcohol brand or logo;• 2 out of 3 noticed an internet page that contained an alcohol
advertisement
Ownership promotional items
Receiving promotional email Amountof alcoholconsumedin past 30days
.043***
.082***
.036***
.103***
.129***
.051******=p<.001
Standardized Beta
Looked at a web site for alcoholbrands
Downloaded a mobile phone orcomputer screensavercontaining an alcohol brand
Used a profile page on socialmedia sites containing alcohol brand
Televised alcohol advertisement
The impact of alcohol branded internet advertisingcontrolled for demographics and media use (N=9454); AMPHORA; 4 countries; 2012
Advertising exposure amongminors
BU: 36 million times a minor saw an advertisement;DK: 10 millionGE: 610 millionIT: 260 millionNL: 54 million
Total of 970 million times a minor saw an alcohol ad. This is on average 44ads per minor (in May and October 2010 in top-3 channels). AMMIEproject.
www.EUCAM.info
Monitoring
• Amphora and AMMIE project: with use ofexposure data from Nielsen Media Company
• MAMPA project: cost efficient monitoring, invarious national contexts
The MAMPA project:
- A pilot study in 2010;- Data collection in 2012;- Study took place in 4 countries- Countries differ in background
characteristics;- Data is collected by national
partners with coordination ofthe Dutch Institute for AlcoholPolicy;
- Stratified school based samplein urban and in rural area.
www.EUCAM.info
Monitoring of the MAMPA project
• Record television/radio broadcastings forcertain period;
• Buy magazines/newspapers for certain period;• Scan websites for certain period;• Scan outdoor advertising in fixed area.
Size of the effect:
15%
75%
0
0,1
0,2
0,3
0,4
0,5
0,6
0,7
0,8
0,9
1
20% 40% 60% 80%
Probability of initiation alcohol use among youngsters withdifferent levels of alcohol marketing exposure - 4 countries
incl exp
The feauture of monitoring
Monitoring 2.0:Smartphone monitoring App
Monitoring 3.0?systematic and large scale monitoring
OfAlcohol marketing through
Social Media
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