new ways of monitoring alcohol marketing exposure of young...
TRANSCRIPT
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.
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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.
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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
Thank you for your attention!
www.EUCAM.info
• Please contact [email protected] for moreinformation and assistance.
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