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Assim A, Kaminer D, Hogarth L, Magner-Parsons B, Seedat S. Coping motives as a mediator of the relationship between child maltreatment and substance use problems in south African adolescents. CHILD ABUSE & NEGLECT 2024; 154:106885. [PMID: 38850749 DOI: 10.1016/j.chiabu.2024.106885] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Subscribe] [Scholar Register] [Received: 08/22/2023] [Revised: 05/17/2024] [Accepted: 05/31/2024] [Indexed: 06/10/2024]
Abstract
BACKGROUND Evidence suggests that adults with a history of child maltreatment (CM) engage in substance misuse driven by 'coping motives': maladaptive beliefs that substances help them cope with negative emotions. However, the specificity of this risk pathway is under-researched in younger and non-Western cohorts. OBJECTIVE The present study aimed to determine whether coping motives play a distinct role compared to other motives for substance use in mediating the relationship between CM and problematic alcohol and marijuana use in a sample of South African adolescents. PARTICIPANTS AND SETTING A sample of 688 high school students (M age = 15.03 years; 62.5 % female) in Cape Town, South Africa, completed a cross sectional survey. METHODS Participants completed self-report measures of CM exposure, motives for using alcohol and marijuana (coping, enhancement, social and conformity), and alcohol and marijuana related problems. Participants who endorsed using alcohol (N = 180) or marijuana (N = 136) were included in analysis. A parallel mediation model was conducted for each substance (alcohol and marijuana, respectively) to assess which motives mediated the relationship between CM exposure and substance-related problems. RESULTS CM exposure predicted both alcohol-and marijuana related problems. The relationship between CM exposure and alcohol-related problems was partially mediated by coping motives (p < .001, 95%CI 0.028, 0.115) and, to a lesser extent, conformity motives (p < .01, 95%CI 0.001, 0.041), but not by social motives or enhancement motives. The relationship between CM exposure and marijuana-related problems was partially mediated by coping motives (p < .001, 95%CI 0.004, 0.037), but not by conformity, social or enhancement motives. CONCLUSIONS The findings support the importance of coping motives as a mediator between CM and problematic substance use across different substances of abuse in South African adolescents, and the role of conformity motives in problematic alcohol use. Future research should explore whether these findings hold across other sociocultural contexts, and the utility of interventions to address coping motives for substance use in adolescence.
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Affiliation(s)
- Ayesha Assim
- Department of Psychology, University of Cape Town, Private Bag X3, Rondebosch, 7701 Cape Town, South Africa
| | - Debra Kaminer
- Department of Psychology, University of Cape Town, Private Bag X3, Rondebosch, 7701 Cape Town, South Africa.
| | - Lee Hogarth
- School of Psychology, University of Exeter, Washington Singer Building, Perry Road, Exeter EX4 4QG, United Kingdom
| | - Bella Magner-Parsons
- School of Psychology, University of Exeter, Washington Singer Building, Perry Road, Exeter EX4 4QG, United Kingdom
| | - Soraya Seedat
- Department of Psychiatry, Stellenbosch University, Faculty of Medicine and Health Sciences, 241, Cape Town, South Africa
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Drake CS, Sloan K, Anderson M, Clements-Nolle KD, Pearson JL. "I Like the Vibes it Gives": Adolescent Perspectives on Cannabis Billboards and Print Advertising in Nevada. JOURNAL OF DRUG ISSUES 2024; 54:238-252. [PMID: 38699081 PMCID: PMC11065432 DOI: 10.1177/00220426231159017] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Grants] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 05/05/2024]
Abstract
An influx of laws permitting recreational cannabis sales in the US has allowed for increased advertising. The purpose of this study was to describe how adolescents perceive outdoor and print cannabis advertising and to identify aspects of advertising that are appealing or eye-catching, focusing on five themes: price promotion, sex appeal, wellness, party, and text-only. We recruited adolescents ages 11-17 to participate in seven focus groups (44 participants) from 2019 to 2020. Participants viewed cannabis advertisements and responses were summarized using deductive thematic analysis. The party-themed advertisements were the most salient to participants, who desired to emulate the behaviors shown. Participants favored ads featuring young people and containing multiple colors. Participants disliked advertisements perceived to portray misleading or contradictory messages, such as the promotion of physical activity or use of sex appeal, and ads perceived to lack authenticity. Identification of youth appealing features can help inform cannabis advertising regulations.
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Affiliation(s)
- Cara S Drake
- Division of Health Behavior, Policy, and Administration Sciences, School of Public Health, University of Nevada, Reno, USA
| | - Kim Sloan
- Division of Health Behavior, Policy, and Administration Sciences, School of Public Health, University of Nevada, Reno, USA
| | - Meghan Anderson
- Division of Epidemiology, Biostatistics, and Environmental Health, School of Public Health, University of Nevada, Reno
| | - Kristen D Clements-Nolle
- Division of Epidemiology, Biostatistics, and Environmental Health, School of Public Health, University of Nevada, Reno
| | - Jennifer L Pearson
- Division of Health Behavior, Policy, and Administration Sciences, School of Public Health, University of Nevada, Reno, USA
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Pauzé E, Pinto A, Potvin Kent M. How frequently is alcohol advertised on television in Canada?: A cross-sectional study. Alcohol Alcohol 2024; 59:agae020. [PMID: 38572726 PMCID: PMC10993171 DOI: 10.1093/alcalc/agae020] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Grants] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 10/11/2023] [Revised: 02/29/2024] [Accepted: 03/18/2024] [Indexed: 04/05/2024] Open
Abstract
AIMS Alcohol marketing is a commercial driver of alcohol use, including among youth. This study sought to quantify and characterize alcohol advertising on broadcast television in Canada. METHODS Open-source television program logs for January to December 2018 submitted to the Canadian Radio-television and Telecommunications Commission by 147 stations with alcohol advertisements were analyzed. RESULTS Overall, 501 628 alcohol advertisements were broadcast. Four companies accounted for 83% of advertisements, namely, Anheuser-Busch in Bev (33.7%), Molson Coors (22.7%), Diageo (16.1%), and Arterra Wines Canada (10.8%). On conventional stations, advertising was highest on French-language stations [Median (Mdn) = 3224; interquartile range (IQR) = 2262] followed by those with programming in foreign/mixed languages (Mdn = 2679; IQR = 219) and English-language stations (Mdn = 1955; IQR = 1563). On speciality stations, advertising was most frequent on those primarily focused on sports programming (Mdn = 8036; IQR = 7393), movies and scripted shows (Mdn = 7463; IQR = 5937), and cooking (Mdn = 5498; IQR = 4032). On weekdays, 33% of alcohol ads aired from 6 to 9 a.m. and 3 to 9 p.m. and on weekends, 52% aired from 6 a.m. to 9 p.m. when children or adolescents are more likely to be watching television. On youth-oriented stations (n = 4), 7937 alcohol advertisements were broadcast with most airing from 9 p.m. to midnight (44-45%) or 12-6 a.m. (50%) on both weekdays and weekends. CONCLUSIONS While few alcohol advertisements were broadcast on youth-oriented stations, young people in Canada are likely exposed to such advertising on programming intended for older or general audiences (e.g. sports). More research is needed to ascertain the extent to which broadcast television constitutes a source of alcohol advertising exposure among youth and to inform policies aimed at protecting them from the influence of such exposure.
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Affiliation(s)
- Elise Pauzé
- Interdisciplinary School of Health Sciences, Faculty of Health Sciences, University of Ottawa, 25 University Private, Ottawa, ON K1N 6N5, Canada
| | - Adena Pinto
- School of Epidemiology and Public Health, Faculty of Medicine, University of Ottawa, 600 Peter Morand Crescent, Ottawa, ON K1G 5Z3, Canada
| | - Monique Potvin Kent
- School of Epidemiology and Public Health, Faculty of Medicine, University of Ottawa, 600 Peter Morand Crescent, Ottawa, ON K1G 5Z3, Canada
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Silver N, Kucherlapaty P, Kierstead E, Schillo B. Objective Characteristics and Subjective Responses of 18-24-Year-Olds to U.S. nationally Televised Tobacco Advertisements. Subst Use Misuse 2024; 59:1115-1125. [PMID: 38409656 DOI: 10.1080/10826084.2024.2320394] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Track Full Text] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Indexed: 02/28/2024]
Abstract
Background: Restrictions on televised tobacco ads do not apply to vaping and oral nicotine products. Several campaigns are currently active on U.S. national television. This research examines the extent to which objective ad features are associated with ad, brand, and product appeal and use intentions among 18-24-year-olds. Methods: We identified seven unique campaigns for Vuse, Velo, and JUUL from the Mintel Comperemedia database, coded for youth-appealing content, and then randomly assigned among N = 1450 18-24-year-olds. Following exposure to one 15-second ad, participants completed a survey assessing their subjective responses. Results: Youth-appealing content was prevalent across these ads to varying degrees. Mixed effects regression analyses showed a positive association between features from the Content Appealing to Youth (CAY) index and pro-social brand perceptions, positive attitudes, reactions, and perceived effectiveness of the ad, and positive use perceptions. Moreover, themes related to customization of the device and environmental sustainability were associated with similar positive perceptions, including that using the product would be cool, as well as behavioral intentions to try, use occasionally, and use daily. Conclusions: Regulators need to update tobacco advertising restrictions to accurately reflect the current tobacco product landscape. This study contributes to the research on tobacco promotion strategies by examining the current marketing landscape for newer tobacco products and their appeal to youth. Findings from this study inform comprehensive tobacco marketing regulations, recommending the FDA update its guidelines and apply current marketing restrictions to e-cigarettes and oral nicotine products.
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Affiliation(s)
- Nathan Silver
- Truth Initiative Schroeder Institute, Washington, DC, USA
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5
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Silver N, Rahman B, Folger S, Bertrand A, Khatib B, Gbenro M, Schillo B. A content analysis of promotional features in US direct-mail from ads across tobacco products from 2018-2020. Nicotine Tob Res 2022; 24:1627-1634. [PMID: 35417549 PMCID: PMC9759106 DOI: 10.1093/ntr/ntac095] [Citation(s) in RCA: 3] [Impact Index Per Article: 1.5] [Reference Citation Analysis] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 11/04/2021] [Revised: 03/22/2022] [Accepted: 04/11/2022] [Indexed: 11/12/2022]
Abstract
INTRODUCTION Direct-mail advertising is a crucial channel through which tobacco companies deliver price incentives that lower the barrier to tobacco use while promoting tobacco products via thematic appeals not legally permitted on other marketing channels. We examine the prevalence of price incentives and ad characteristics used in tobacco product ads mailed directly to US consumers. METHODS We analyzed the content of direct-mail tobacco advertisements (N= 1047) in circulation between January 2018 and December 2020 as captured by Mintel Comperemedia Direct. These ads were coded for product type, manufacturer/brand type, model characteristics, price incentives, and themes known to appeal to vulnerable subgroups. RESULTS Ads across all tobacco products included price incentives (96%) and contained themes that appealed to rural white (40%) and black audiences (15%). Themes known to appeal to youth and young adults were present in 40% of ads across all products, including 78% of ads promoting electronic nicotine delivery systems (ENDS). Moreover, among the ENDS ads featuring youth appealing themes (51%), also featured young models. DISCUSSION Expanding on previous research which focused on combustible and smokeless tobacco products, this analysis examines direct-mail ads across the full range of tobacco products. Our findings highlight the need for regulations to address 1) the high prevalence of price incentives which undermine the effectiveness of excise taxes on tobacco use, and 2) ad themes and characteristics that appeal to groups vulnerable to tobacco use, both of which have the potential to further exacerbate tobacco related health disparities. IMPLICATIONS This study reinforces the importance of examining direct-mail as the dominant medium for tobacco advertising, particularly by including coupons and discount codes that reduce product price and thus circumventing the effect of tobacco-related tax legislation.Direct-mail encourages continued product loyalty and use and engages new consumers using price incentives and advertising strategies likely to appeal to price-sensitive consumers and other vulnerable populations.Substantial use of youth-appealing elements in ENDS ads contradict the tobacco industry's mandate to not appeal to youth, warranting highlighting the gaps in current regulations that allows them to continue appealing to this population.
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Affiliation(s)
- Nathan Silver
- Truth Initiative Schroeder Institute, Washington, DC, USA
| | - Basmah Rahman
- Evidence Synthesis Program, U.S. Department of Veteran Affairs, Washington, DC USA
| | - Shanell Folger
- Truth Initiative Schroeder Institute, Washington, DC, USA
| | | | - Bushraa Khatib
- Truth Initiative Schroeder Institute, Washington, DC, USA
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Tan ASL, Weinreich E, Padon A, Sanchez M, Snyder KM, Vasilyeva A, Sandh S, Goldmann E, Goodman M, Ompad DC. Presence of Content Appealing to Youth on Cannabis-Infused Edibles Packaging. Subst Use Misuse 2022; 57:1215-1219. [PMID: 35491732 PMCID: PMC9494197 DOI: 10.1080/10826084.2022.2069268] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Indexed: 10/18/2022]
Abstract
BACKGROUND There is a lack of consistent regulation of cannabis edibles packaging to restrict youth-appealing content in the United States. OBJECTIVE To describe content appealing to youth on U.S. cannabis-infused edibles packaging. METHODS We analyzed 256 photos of cannabis-infused edibles packaging collected from U.S. adults from 25 states, District of Columbia, and Puerto Rico between May 2020 to August 2021. We coded the presence of product knockoffs, human and non-human creatures, images indicating flavor, text indicating flavor, and the number of colors. We compared these codes across states' legalization status (medical and non-medical cannabis, medical cannabis only, or limited cannabis legalization). RESULTS Overall, 15% of packages resembled product knockoffs, 23% contained human/non-human creatures, 35% contained flavor images, 91% contained flavor text, and median number of colors was 5 (range from 1 to 10+). Packages purchased in states with medical and non-medical cannabis, medical cannabis only, or limited cannabis legalization differed significantly on product knockoffs (11%, 26%, 38%, p = 0.007), human/non-human creatures (19%, 33%, 63%, p = 0.002), flavor text (93%, 81%, 100%, p = 0.046), and number of colors (median of 5, 5, and 10, p = 0.022). CONCLUSIONS Existing laws have not adequately limited content appealing to youth on U.S. cannabis-infused edibles packaging. Robust and consistent regulations in the U.S. are needed to ensure that the packaging of such products does not contain content that appeal to youth and lead to initiation or inadvertent ingestion.
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Affiliation(s)
- Andy S L Tan
- Annenberg School for Communication, University of Pennsylvania, Philadelphia, Pennsylvania, USA.,Leonard Davis Institute of Health Economics, University of Pennsylvania, Philadelphia, Pennsylvania, USA
| | | | - Alisa Padon
- Public Health Institute, Oakland, California, USA
| | - Mirtala Sanchez
- New York University School of Global Public Health, New York, New York, USA
| | - Kyle M Snyder
- New York University School of Global Public Health, New York, New York, USA
| | - Anna Vasilyeva
- New York University School of Global Public Health, New York, New York, USA
| | - Simon Sandh
- New York University School of Global Public Health, New York, New York, USA
| | - Emily Goldmann
- New York University School of Global Public Health, New York, New York, USA.,Center for Drug Use and HIV
- HCV Research, New York, New York, USA
| | - Melody Goodman
- New York University School of Global Public Health, New York, New York, USA
| | - Danielle C Ompad
- New York University School of Global Public Health, New York, New York, USA.,Center for Drug Use and HIV
- HCV Research, New York, New York, USA
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7
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Stead M, Ford A, Angus K, MacKintosh AM, Purves R, Mitchell D. E-Cigarette Advertising in the UK: A Content Analysis of Traditional and Social Media Advertising to Observe Compliance with Current Regulations. Nicotine Tob Res 2021; 23:1839-1847. [PMID: 33856487 PMCID: PMC8496471 DOI: 10.1093/ntr/ntab075] [Citation(s) in RCA: 12] [Impact Index Per Article: 4.0] [Reference Citation Analysis] [Abstract] [MESH Headings] [Grants] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 11/13/2020] [Accepted: 04/13/2021] [Indexed: 11/14/2022]
Abstract
INTRODUCTION The advertising of e-cigarettes in the UK is regulated through the revised EU Tobacco Products Directive and the Tobacco and Related Products Regulations, with further rules set out in the Advertising Standards Authority (ASA) Committees of Advertising (CAP) Code. Focusing on the ASA CAP Code Rules, we examined e-cigarette advertising regulation compliance in traditional advertising channels and on social media. METHODS We conducted a content analysis of UK e-cigarette and related product advertising using a randomly selected sample (n = 130) of advertising in traditional channels and on Instagram which appeared between January and December 2019. All ads were independently double-coded to assess compliance with each CAP Code Rule. RESULTS In traditional channels, our sample of advertising had largely good compliance. Only very small numbers of these ads appeared to be clearly in breach of any of the ASA rules (5% were in breach of Rule 22.7; 2% of Rule 22.9; and 1% of Rule 22.10). In contrast, we judged that all of the Instagram sample (n = 30) was in breach of Rule 22.12. For some rules, it was not possible to make definitive judgments about compliance, given uncertainty regarding how a rule should be interpreted and applied. CONCLUSIONS We found overall good compliance for advertising in traditional channels, but assessed all of our social media advertising samples was in breach of regulations. Current guidance on e-cigarette advertising could be improved to facilitate e-cigarette advertising assessment and regulation. It would be beneficial to bring consumer perspectives into the assessment of regulation compliance. IMPLICATIONS The regulation of e-cigarette advertising is a global concern. The UK Government has a statutory obligation to review the Tobacco and Related Products Regulations by May 2021. This study assessed compliance with current UK e-cigarette advertising regulations on placement and content. We identified areas where greater clarity is needed and outlined implications for future regulation.
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Affiliation(s)
- Martine Stead
- Institute for Social Marketing and Health, University of Stirling, Stirling, UK
| | - Allison Ford
- Institute for Social Marketing and Health, University of Stirling, Stirling, UK
| | - Kathryn Angus
- Institute for Social Marketing and Health, University of Stirling, Stirling, UK
| | | | - Richard Purves
- Institute for Social Marketing and Health, University of Stirling, Stirling, UK
| | - Danielle Mitchell
- Institute for Social Marketing and Health, University of Stirling, Stirling, UK
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8
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Russell AM, Davis RE, Ortega JM, Colditz JB, Primack B, Barry AE. #Alcohol: Portrayals of Alcohol in Top Videos on TikTok. J Stud Alcohol Drugs 2021; 82:615-622. [PMID: 34546908 PMCID: PMC9798380] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 01/01/2023] Open
Abstract
OBJECTIVE The purpose of this study was to characterize the content and themes present in user-generated TikTok videos portraying alcohol. METHOD We captured the 100 most popular videos including the #alcohol hashtag on the popular social networking site TikTok. We used an iterative process to codebook development, resulting in codes for user sentiment toward alcohol, type of alcohol depicted, brand references, degree of alcohol use, and positive/negative associations with alcohol use. Videos were independently double coded, evaluated for inter-rater agreement, and adjudicated if differences were present. RESULTS The videos in our sample were collectively viewed 291,999,100 times. The vast majority (98%) of videos expressed pro-alcohol sentiment. Nearly half of videos (41%) were guide videos demonstrating drink recipes. The majority of videos (72%) included liquor. Consuming multiple drinks quickly was depicted in more than half of videos (61%), whereas intoxication (13%) was exhibited less frequently. Positive associations with alcohol were prevalent; 69% of videos conveyed positive experiences with alcohol, 55% of videos contained humor, and 45% included associations of alcohol with camaraderie. Negative associations with alcohol were rarely portrayed (4%). CONCLUSIONS Top alcohol-related videos on TikTok are heavily viewed. Their contents demonstrate a propensity to promote rapid consumption of multiple drinks and to juxtapose alcohol use with positive associations such as humor and camaraderie, while rarely depicting negative outcomes associated with hazardous alcohol use.
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Affiliation(s)
- Alex M. Russell
- Department of Health, Human Performance and Recreation, University of Arkansas, Fayetteville, Arkansas,Correspondence may be sent to Alex M. Russell at the HPER Building, 308-V, University of Arkansas, Fayetteville, AR 72701, or via email at:
| | - Robert E. Davis
- Department of Health, Human Performance and Recreation, University of Arkansas, Fayetteville, Arkansas
| | - Juanybeth M. Ortega
- Department of Health, Human Performance and Recreation, University of Arkansas, Fayetteville, Arkansas
| | - Jason B. Colditz
- Center for Research on Media, Technology, and Health, University of Pittsburgh School of Medicine, Pittsburgh, Pennsylvania
| | - Brian Primack
- Department of Health, Human Performance and Recreation, University of Arkansas, Fayetteville, Arkansas
| | - Adam E. Barry
- Department of Health & Kinesiology, Texas A&M University, College Station, Texas
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9
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Russell AM, Davis RE, Ortega JM, Colditz JB, Primack B, Barry AE. #Alcohol: Portrayals of Alcohol in Top Videos on TikTok. J Stud Alcohol Drugs 2021; 82:615-622. [PMID: 34546908 PMCID: PMC9798380 DOI: 10.15288/jsad.2021.82.615] [Citation(s) in RCA: 30] [Impact Index Per Article: 10.0] [Reference Citation Analysis] [Abstract] [MESH Headings] [Grants] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 11/30/2020] [Accepted: 03/08/2021] [Indexed: 09/01/2023] Open
Abstract
OBJECTIVE The purpose of this study was to characterize the content and themes present in user-generated TikTok videos portraying alcohol. METHOD We captured the 100 most popular videos including the #alcohol hashtag on the popular social networking site TikTok. We used an iterative process to codebook development, resulting in codes for user sentiment toward alcohol, type of alcohol depicted, brand references, degree of alcohol use, and positive/negative associations with alcohol use. Videos were independently double coded, evaluated for inter-rater agreement, and adjudicated if differences were present. RESULTS The videos in our sample were collectively viewed 291,999,100 times. The vast majority (98%) of videos expressed pro-alcohol sentiment. Nearly half of videos (41%) were guide videos demonstrating drink recipes. The majority of videos (72%) included liquor. Consuming multiple drinks quickly was depicted in more than half of videos (61%), whereas intoxication (13%) was exhibited less frequently. Positive associations with alcohol were prevalent; 69% of videos conveyed positive experiences with alcohol, 55% of videos contained humor, and 45% included associations of alcohol with camaraderie. Negative associations with alcohol were rarely portrayed (4%). CONCLUSIONS Top alcohol-related videos on TikTok are heavily viewed. Their contents demonstrate a propensity to promote rapid consumption of multiple drinks and to juxtapose alcohol use with positive associations such as humor and camaraderie, while rarely depicting negative outcomes associated with hazardous alcohol use.
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Affiliation(s)
- Alex M. Russell
- Department of Health, Human Performance and Recreation, University of Arkansas, Fayetteville, Arkansas
| | - Robert E. Davis
- Department of Health, Human Performance and Recreation, University of Arkansas, Fayetteville, Arkansas
| | - Juanybeth M. Ortega
- Department of Health, Human Performance and Recreation, University of Arkansas, Fayetteville, Arkansas
| | - Jason B. Colditz
- Center for Research on Media, Technology, and Health, University of Pittsburgh School of Medicine, Pittsburgh, Pennsylvania
| | - Brian Primack
- Department of Health, Human Performance and Recreation, University of Arkansas, Fayetteville, Arkansas
| | - Adam E. Barry
- Department of Health & Kinesiology, Texas A&M University, College Station, Texas
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10
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Jackson KM, Bartholow BD. Psychological Processes Underlying Effects of Alcohol Marketing on Youth Drinking. J Stud Alcohol Drugs Suppl 2021. [PMID: 32079564 PMCID: PMC7064005 DOI: 10.15288/jsads.2020.s19.81] [Citation(s) in RCA: 13] [Impact Index Per Article: 4.3] [Reference Citation Analysis] [Abstract] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/29/2022] Open
Abstract
Objective: Evidence increasingly suggests that alcohol marketing plays a significant
role in facilitating underage drinking. This article presents a review of
empirical studies and relevant theoretical models proposing plausible
psychological mechanisms or processes responsible for associations between
alcohol-related marketing and youth drinking. Method: We review key psychological processes pertaining to cognitive mechanisms and
social cognitive models that operate at the individual or intrapersonal
level (attitude formation, expectancies) and the social or interpersonal
level (personal identity, social identity, social norms). We use dominant
psychological and media theories to support our statements of putative
causal inferences, including the Message Interpretation Processing Model,
Prototype Willingness Model, and Reinforcing Spirals Model. Results: Based on the evidence, we propose an integrated conceptual model that depicts
relevant psychological processes as they work together in a complex chain of
influence, and we highlight those constructs that have received the greatest
support in the literature. Conclusions: The evidence to date suggests that perceptions of others’ behaviors
and attitudes in relation to alcohol (social norms) may be a more potent
driver of youth drinking than evaluations of drinking outcomes
(expectancies). Considerably more research—especially experimental
research—is needed to understand the extent to which theoretically
relevant psychological processes have unique effects on adolescent and young
adult drinking behavior, with the ultimate goal of identifying modifiable
intervention targets to produce reductions in the initiation and maintenance
of underage alcohol use.
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Affiliation(s)
- Kristina M Jackson
- Center for Alcohol and Addiction Studies, Department of Behavioral and Social Sciences, Brown University, Providence, Rhode Island
| | - Bruce D Bartholow
- Department of Psychological Sciences, University of Missouri, Columbia, Missouri
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11
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Alpert JM, Chen H, Riddell H, Chung YJ, Mu YA. Vaping and Instagram: A Content Analysis of e-Cigarette Posts Using the Content Appealing to Youth (CAY) Index. Subst Use Misuse 2021; 56:879-887. [PMID: 33749515 DOI: 10.1080/10826084.2021.1899233] [Citation(s) in RCA: 5] [Impact Index Per Article: 1.7] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Indexed: 01/04/2023]
Abstract
The promotion of flavors, perceptions of "coolness," and general curiosity are characteristics of electronic nicotine delivery systems (ENDS) that have appealed to young adults. However, little is known about the characteristics of popular social media posts related to ENDS on the social media network, Instagram. Methods: Content analysis was performed using the Content Appealing to Youth (CAY) index. Over 700 posts were collected from August 2019 - December 2019 by searching the Instagram hashtags, #vape and #vapelife. Frequencies and percentages were calculated for each of the six major categories and 35 sub-categories. Results: Nearly all of the images were color photographs and 84% featured an ENDS device (mod) as the focal point. The style of the device was often matte (75%) in only one or two main colors (55%). Warnings about age restrictions and nicotine were included in 28% of images, but commonly used promotional tactics, such as humor, presence of vapor puffs, and flavors were rarely utilized. Conclusions: Instagram posts featuring ENDS are visually appealing and like cigarette packaging, may have the capacity to influence perceptions about the product. Since it is culturally normative for appealing images to be shared on Instagram, greater attention should be placed on media literacy skills to educate young adults about ENDS viewed on social media.
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Affiliation(s)
- Jordan M Alpert
- Department of Advertising, College of Journalism and Communications, University of Florida, Gainesville, FL, USA
| | - Huan Chen
- Department of Advertising, College of Journalism and Communications, University of Florida, Gainesville, FL, USA
| | - Heather Riddell
- Department of Communication, College of Arts, Social Sciences and Humanities, University of West Florida, Pensacola, FL, USA
| | - Yoo Jin Chung
- Department of Advertising, College of Journalism and Communications, University of Florida, Gainesville, FL, USA
| | - Yu Angela Mu
- Department of Telecommunication, College of Journalism and Communications, University of Florida, Gainesville, FL, USA
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12
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Navarro MA, O'Brien EK, Ganz O, Hoffman L. Influencer prevalence and role on cigar brand Instagram pages. Tob Control 2020; 30:e33-e36. [PMID: 33046583 DOI: 10.1136/tobaccocontrol-2020-055994] [Citation(s) in RCA: 13] [Impact Index Per Article: 3.3] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 06/05/2020] [Revised: 09/02/2020] [Accepted: 09/07/2020] [Indexed: 01/05/2023]
Abstract
PURPOSE Influencers market products for tobacco companies on social media. This is the first study to systematically examine leading cigar brands' use of influencers on their brand Instagram pages. METHODS We identified 24 leading cigar brands, using July 2017-June 2018 US retail data. We identified cigar brands that had official appearing Instagram pages, with at least one influencer in the past 20 posts. We coded characteristics of the past three posts from each of five brand pages that contained influencers, such as setting and what the influencer was doing. Finally, we described influencer characteristics. RESULTS Approximately one-third of the 24 brands had official Instagram accounts with at least one influencer in the past 20 posts. We identified 28 influencers, typically people of colour from the hip-hop music industry, some with millions of followers. Influencers included Bella Thorne (@bellathorne), Shaquille O'Neal (@shaq) and T.I. (@troubleman31). Brands' posts that contained influencers showed the influencer using/holding a product, wearing branded merchandise or appearing in photos with a brand watermark. Three brands' pages posted sponsored event photos (ie, concerts and events using branded backgrounds). DISCUSSION Cigar brands commonly use influencers to market their products on brand Instagram pages. Results are consistent with previous findings that cigar companies' marketing may target younger African Americans and highlight the potential utility of education campaigns that similarly engage influencers.
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Affiliation(s)
- Mario Antonio Navarro
- Office of Health Communication and Education, Center for Tobacco Products, Silver Spring, Maryland, USA
| | - Erin Keely O'Brien
- Office of Science, Center for Tobacco Products, Silver Spring, Maryland, USA
| | - Ollie Ganz
- Rutgers Center for Tobacco Studies, Rutgers Biomedical and Health Sciences, New Brunswick, New Jersey, USA.,Department of Health Behavior, Society and Policy, Rutgers School of Public Health, Piscataway, New Jersey, USA
| | - Leah Hoffman
- Communication Research, Strategy & Outreach, Fors Marsh Group, Arlington, Virginia, USA
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13
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Jongenelis MI, Pierce H, Keric D, Stafford J, Jongenelis G, Pettigrew S. Are Australian regulatory codes adequate in scope to protect youth from alcohol advertising? Health Promot J Austr 2020; 32 Suppl 2:212-217. [PMID: 33439536 DOI: 10.1002/hpja.410] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.3] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 01/29/2020] [Revised: 08/13/2020] [Accepted: 08/15/2020] [Indexed: 12/25/2022] Open
Abstract
ISSUE ADDRESSED Exposure to alcohol advertising has been found to be associated with more positive attitudes toward alcohol and heavier drinking among youth. Appropriate regulation of alcohol advertising is thus crucial for reducing use among members of this population group. To assist policy makers in their alcohol control efforts, this study explored the scope of Australian alcohol advertising codes and the extent to which they address issues relating to youth exposure. METHODS Two researchers assessed 628 unique alcohol advertisements against youth-related provisions of the Alcohol Advertising Review Board (AARB) Code and Alcohol Beverages Advertising Code (ABAC). A third researcher resolved discrepancies. The ads sampled were those that had been the subject of formal complaints to the AARB. RESULTS Most (94%) ads were assessed as violating at least one of the AARB Code provisions relating to youth, while 36% were found to violate at least one of the ABAC youth provisions. The most frequently violated AARB Code provision related to placement, with 88% of ads located in places or broadcast at times where young people were likely to be exposed. The most frequently violated ABAC provision related to appeal to minors (33%). CONCLUSIONS Results indicate that self-regulation is an ineffective means of protecting youth from alcohol advertising, with the ABAC failing to capture many ads featuring content that appeals to youth. SO WHAT?: Greater efforts are required to protect youth from alcohol advertising. Findings from the present study reinforce calls for mandatory, evidence-based regulation that is administered independently of the alcohol industry. SUMMARY An analysis of 628 unique alcohol advertisements found that the vast majority were in violation of the AARB Code's youth-related provisions whereas substantially fewer were in violation of the ABAC, supporting arguments that self-regulation is an ineffective means of protecting youth from alcohol advertising.
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Affiliation(s)
- Michelle I Jongenelis
- Melbourne Centre for Behaviour Change, Melbourne School of Psychological Sciences, University of Melbourne, Parkville, VIC, Australia
| | - Hannah Pierce
- Public Health Advocacy Institute of Western Australia, Curtin University, Perth, WA, Australia.,Cancer Council Western Australia, Subiaco, WA, Australia
| | - Danica Keric
- Public Health Advocacy Institute of Western Australia, Curtin University, Perth, WA, Australia.,Cancer Council Western Australia, Subiaco, WA, Australia
| | - Julia Stafford
- Public Health Advocacy Institute of Western Australia, Curtin University, Perth, WA, Australia.,Cancer Council Western Australia, Subiaco, WA, Australia
| | | | - Simone Pettigrew
- School of Public Health and Community Medicine, University of New South Wales, Sydney, NSW, Australia
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14
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DeJong W. The Moderate Alcohol and Cardiovascular Health Trial: Public health advocates should support good science, not undermine it. Eur J Prev Cardiol 2020; 28:e22-e24. [PMID: 33611427 DOI: 10.1177/2047487320915802] [Citation(s) in RCA: 3] [Impact Index Per Article: 0.8] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Indexed: 11/15/2022]
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15
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McClure AC, Gabrielli J, Cukier S, Jackson KM, Brennan ZLB, Tanski SE. Internet Alcohol Marketing Recall and Drinking in Underage Adolescents. Acad Pediatr 2020; 20:128-135. [PMID: 31401229 PMCID: PMC7055537 DOI: 10.1016/j.acap.2019.08.003] [Citation(s) in RCA: 2] [Impact Index Per Article: 0.5] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Grants] [Track Full Text] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Received: 11/13/2018] [Revised: 07/01/2019] [Accepted: 08/02/2019] [Indexed: 12/28/2022]
Abstract
OBJECTIVE Evidence suggests that adolescents are exposed to alcohol marketing in digital media. We aimed to assess recall of Internet alcohol marketing and its association with underage drinking. METHODS New England adolescents age 12 to 17 years (N = 202) were recruited from a pediatric clinic. Subjects completed an online survey assessing: 1) general simple recall of Internet alcohol marketing and 2) image-prompted recall of specific Internet alcohol marketing channels (display ads, commercials, brand websites, and brand social media pages). Cross-sectional associations between recall (simple and image-prompted) and ever-drinking were each assessed in regression analysis adjusting for age, gender, race, parent education, ever-smoking, media use, sensation-seeking, peer/parent drinking, parent monitoring/responsiveness, and parent Internet monitoring. RESULTS In this sample (Mage = 14.5 years; 55% female; 89% white; high parent education), 20% reported ever-drinking and 87% recalled Internet alcohol marketing. Of the latter, 67% recalled display ads, 67% Internet commercials, 5% websites, and 5% social media pages. In logistic regression, higher simple Internet alcohol advertising recall was independently associated with higher odds of ever-drinking for simple (adjusted odds ratio: 2.66 [1.04,6.83]) but not for image-prompted recall. CONCLUSIONS Despite controlling for potential confounders, simple recall of Internet alcohol marketing was significantly associated with underage drinking whereas image-prompted recall was significant only in bivariate analysis, likely due to small sample and a more limited range of specific channels assessed than those accessed by adolescents. Further longitudinal studies using image-prompted recall and capturing a broader range of internet platforms could be used to better understand adolescent engagement with alcohol marketing and guide policy and prevention efforts.
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Affiliation(s)
- Auden C McClure
- Department of Pediatrics (AC McClure and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon, NH; Cancer Control, Norris Cotton Cancer Center (AC McClure and SE Tanski), Lebanon NH; C. Everett Koop Institute (AC McClure, S Cukier, ZLB Brennan, and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon NH.
| | - Joy Gabrielli
- Department of Biomedical Data Science (J Gabrielli and ZLB Brennan), Geisel School of Medicine at Dartmouth, Lebanon NH; Department of Clinical and Health Psychology (J Gabrielli), University of Florida, Gainesville, Fla
| | - Samantha Cukier
- C. Everett Koop Institute (AC McClure, S Cukier, ZLB Brennan, and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon NH; Clinical Epidemiology Program (S Cukier), Ottawa Hospital Research Institute, Ottawa, Ontario, Canada
| | - Kristina M Jackson
- Center for Alcohol and Addiction Studies, Brown University (KM Jackson), Providence, RI
| | - Zoe L B Brennan
- Department of Biomedical Data Science (J Gabrielli and ZLB Brennan), Geisel School of Medicine at Dartmouth, Lebanon NH; C. Everett Koop Institute (AC McClure, S Cukier, ZLB Brennan, and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon NH
| | - Susanne E Tanski
- Department of Pediatrics (AC McClure and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon, NH; Cancer Control, Norris Cotton Cancer Center (AC McClure and SE Tanski), Lebanon NH; C. Everett Koop Institute (AC McClure, S Cukier, ZLB Brennan, and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon NH
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16
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Carlini BH, Harwick R, Garrett S. Anytime is the Right Time: A Content Analysis of Marijuana Ads in Freely Distributed Print Media in Western Washington State, USA. Subst Use Misuse 2020; 55:806-817. [PMID: 31876238 DOI: 10.1080/10826084.2019.1703749] [Citation(s) in RCA: 6] [Impact Index Per Article: 1.5] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Indexed: 10/25/2022]
Abstract
Background: Cannabis advertisement content in print media has not yet been studied, despite youth high exposure to them. This study analyzes cannabis ads content in two publications in Western Washington State, USA. Methods: Content analysis of 305 cannabis advertisements published in 2017 in two free print publications was performed with support of NVivo software. A deductive approach was utilized, leveraging alcohol advertisement studies' coding frames and adding cannabis-specific codes in an iterative process. Coding was performed using a two-step analytical procedure. Results: Ads depicted the use of cannabis as part of everyday life and coopted mainstream events such as holidays to promote sales. Ads of cannabis products emphasized lifestyles that conveyed enjoyment of time in nature; such as scenes of people sitting by waterfalls, contemplating natural landscapes, paddle boarding, and canoeing. A sizeable proportion of the cannabis ads shared with alcohol ads an emphasis on the personal and social rewards of using these products, rather than product features, such as quality and taste. Conclusions: In WA State, cannabis use ads content tend to focus on solitude and outdoor recreation rather than parties and team sports, a common theme in alcohol ads. While the themes differ from alcohol, marijuana marketing mimics strategies used by alcohol industries, such as promoting the identification of their products with lifestyles and values considered appealing to attract new consumers. Many ads presented content known to appeal to youth, with content designed to elicit responses based on emotions rather than cognition.
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Affiliation(s)
- Beatriz H Carlini
- Alcohol and Drug Abuse Institute (ADAI), University of Washington, Seattle, WA, USA
| | - Robin Harwick
- Alcohol and Drug Abuse Institute (ADAI), University of Washington, Seattle, WA, USA
| | - Sharon Garrett
- Alcohol and Drug Abuse Institute (ADAI), University of Washington, Seattle, WA, USA
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17
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From Apple to Werewolf: A content analysis of marketing for e-liquids on Instagram. Addict Behav 2019; 91:119-127. [PMID: 30253933 DOI: 10.1016/j.addbeh.2018.09.008] [Citation(s) in RCA: 47] [Impact Index Per Article: 9.4] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 03/01/2018] [Revised: 08/05/2018] [Accepted: 09/07/2018] [Indexed: 12/24/2022]
Abstract
INTRODUCTION With the growing popularity of refillable e-cigarettes and recent FDA regulatory action on e-liquid warning labels, e-liquids are an increasingly important area of study. At present, however, little is known about how e-liquids are marketed. This study examined e-liquid marketing on the visual social media platform Instagram, on which users have created significant amounts of e-cigarette related content. METHODS A systematic, random sample of Instagram posts with either #eliquid or #ejuice was collected from the Instagram API during one week in May 2017 and in October 2017 using the Netlytic application. A final sample of 1000 posts was analyzed using qualitative content analysis to discern e-liquid themes, claims, promotions, and products promoted. RESULTS Of the 1000 posts, 61.1% promoted e-liquid. These posts were most frequently made by vape shops and ambassadors/representatives. Almost 80% of promotional posts featured a flavored e-liquid. Posts focused largely on e-liquids tasting good (35.4%) or being cool/edgy (19.0%). Many posts made use of Instagram's visual nature to share creative label designs. Just over a third of posts made some claim about e-liquid benefits or quality, with smokeless tobacco claims being most common. Although posts most commonly originated from the United States, posts made from Indonesia and the United Kingdom were also common. CONCLUSIONS E-liquid marketing on Instagram emphasizes positive experiences, personalization, and aspirational identities rather than explicit health and cessation claims. Appeal to youth is a significant concern based both on marketing strategies and the demographics of Instagram users.
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18
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Critchlow N, MacKintosh AM, Thomas C, Hooper L, Vohra J. Awareness of alcohol marketing, ownership of alcohol branded merchandise, and the association with alcohol consumption, higher-risk drinking, and drinking susceptibility in adolescents and young adults: a cross-sectional survey in the UK. BMJ Open 2019; 9:e025297. [PMID: 30872548 PMCID: PMC6530316 DOI: 10.1136/bmjopen-2018-025297] [Citation(s) in RCA: 18] [Impact Index Per Article: 3.6] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Grants] [Track Full Text] [Download PDF] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Received: 07/08/2018] [Revised: 12/13/2018] [Accepted: 12/19/2018] [Indexed: 01/26/2023] Open
Abstract
OBJECTIVES To explore awareness of alcohol marketing and ownership of alcohol branded merchandise in adolescents and young adults in the UK, what factors are associated with awareness and ownership, and what association awareness and ownership have with alcohol consumption, higher-risk drinking and susceptibility. DESIGN Online cross-sectional survey conducted during April-May 2017. SETTING The UK. PARTICIPANTS Adolescents and young adults aged 11-19 years in the UK (n=3399). MAIN OUTCOME MEASURES Alcohol Use Disorders Identification Test-Consumption (AUDIT-C) (0-12) and indication of higher-risk consumption (>5 AUDIT-C) in current drinkers. Susceptibility to drink (yes/no) in never drinkers. RESULTS Eighty-two per cent of respondents were aware of at least one form of alcohol marketing in the past month and 17% owned branded merchandise. χ2 tests found that awareness of marketing and ownership of branded merchandise varied within drinking variables. For example, higher awareness of alcohol marketing was associated with being a current drinker (χ2=114.04, p<0.001), higher-risk drinking (χ2=85.84, p<0.001), and perceived parental (χ2=63.06, p<0.001) and peer approval of consumption (χ2=73.08, p<0.001). Among current drinkers, multivariate regressions (controlling for demographics and covariates) found that marketing awareness and owning branded merchandise was positively associated with AUDIT-C score and higher-risk consumption. For example, current drinkers reporting medium marketing awareness were twice as likely to be higher-risk drinkers as those reporting low awareness (adjusted OR (AOR)=2.18, 95% CI 1.39 to 3.42, p<0.001). Among never drinkers, respondents who owned branded merchandise were twice as likely to be susceptible to drinking as those who did not (AOR=1.98, 95% CI 1.20 to 3.24, p<0.01). CONCLUSIONS Young people, above and below the legal purchasing age, are aware of a range of alcohol marketing and almost one in five own alcohol branded merchandise. In current drinkers, alcohol marketing awareness was associated with increased consumption and greater likelihood of higher-risk consumption. In never drinkers, ownership of branded merchandise was associated with susceptibility.
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Affiliation(s)
- Nathan Critchlow
- Institute for Social Marketing, Faculty of Health Sciences and Sport, University of Stirling, Stirling, UK
| | - Anne Marie MacKintosh
- Institute for Social Marketing, Faculty of Health Sciences and Sport, University of Stirling, Stirling, UK
| | - Christopher Thomas
- Cancer Policy Research Centre (CPRC), Cancer Research UK, London, London, UK
| | - Lucie Hooper
- Cancer Policy Research Centre (CPRC), Cancer Research UK, London, London, UK
| | - Jyotsna Vohra
- Cancer Policy Research Centre (CPRC), Cancer Research UK, London, London, UK
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19
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Barry AE, Padon AA, Whiteman SD, Hicks KK, Carreon AK, Crowell JR, Willingham KL, Merianos AL. Alcohol Advertising on Social Media: Examining the Content of Popular Alcohol Brands on Instagram. Subst Use Misuse 2018; 53:2413-2420. [PMID: 29889647 DOI: 10.1080/10826084.2018.1482345] [Citation(s) in RCA: 11] [Impact Index Per Article: 1.8] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Indexed: 10/14/2022]
Abstract
BACKGROUND There is considerable evidence that exposure to alcohol marketing increases the likelihood of adolescents initiating and engaging in alcohol consumption. There is a paucity of research, however, specifically examining industry generated alcohol marketing occurring on social media/networking platforms. OBJECTIVE The purpose of this investigation was to analyze the content of promotional advertisements by alcohol brands on Instagram. METHODS For a 30-day period, Instagram profiles of 15 distinct alcohol brands were examined. Pictorial posts/updates from each profile were screen captured and individually documented. Approximately 184 distinct posts constituted our final sample. The Content Appealing to Youth Index was independently employed by two raters to assess each post. For each characteristic, Cohen's Kappa measures, and associated 95% confidence intervals, were calculated. Descriptive statistics were performed. RESULTS Posts increased throughout the week and peaked on Thursday and Friday. The production value of the posts examined was generally high, frequently featuring color, texture, shine, contrast, faces, and action. Character appeals and use of youth-oriented genres were uncommon. Many of the posts used product appeals and physical benefits to consumption. The posts also emphasized the following rewarding appeal characteristics: positive emotional experiences, achievement, individuality, and camaraderie. The most commonly coded risk-related feature was inappropriate use. Conclusions/Importance: This investigation represents an initial attempt to provide insights into the content alcohol brands are including in their promotional materials on social networking sites.
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Affiliation(s)
- Adam E Barry
- a Department of Health & Kinesiology , Texas A&M University , College Station , Texas , USA
| | - Alisa A Padon
- b Annenberg School for Communication , University of Pennsylvania , Philadelphia , Pennsylvania , USA
| | - Shawn D Whiteman
- c Department of Family, Consumer, and Human Development , Utah State University , Logan , Utah , USA
| | - Kristen K Hicks
- d Department of Nutrition and Food Science , Texas A&M University , College Station , Texas , USA
| | - Amie K Carreon
- a Department of Health & Kinesiology , Texas A&M University , College Station , Texas , USA
| | - Jarrett R Crowell
- a Department of Health & Kinesiology , Texas A&M University , College Station , Texas , USA
| | - Kristen L Willingham
- a Department of Health & Kinesiology , Texas A&M University , College Station , Texas , USA
| | - Ashley L Merianos
- e School of Human Services , University of Cincinnati , Cincinnati , Ohio , USA
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20
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Padon AA, Lochbuehler K, Maloney EK, Cappella JN. A Randomized Trial of the Effect of Youth Appealing E-Cigarette Advertising on Susceptibility to Use E-Cigarettes Among Youth. Nicotine Tob Res 2018; 20:954-961. [PMID: 29106669 PMCID: PMC6037103 DOI: 10.1093/ntr/ntx155] [Citation(s) in RCA: 39] [Impact Index Per Article: 6.5] [Reference Citation Analysis] [Abstract] [MESH Headings] [Grants] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 02/16/2017] [Accepted: 06/29/2017] [Indexed: 12/21/2022]
Abstract
Introduction Very little is known about how e-cigarette marketing is being perceived by youth, and the potential effect it will have on youth vaping and smoking behaviors. This limits the ability to identify youth-focused marketing efforts and to design effective policies for the regulation of e-cigarette marketing content and placement. Methods A sample of 417 nonsmoking youth (mean age = 15, SD = 1.3) were randomly assigned to either view four e-cigarette ads with low youth appeal, four e-cigarette ads with high youth appeal or four control ads. After exposure, participants completed covert and overt measurements of e-cigarette and tobacco cigarette attitudes and susceptibility to use. Results Youth in an e-cigarette ad condition were more likely to select an e-cigarette item in a product choice task compared to control, and had more positive e-cigarette beliefs. Contrary to hypotheses, youth in the low youth appeal condition reported greater susceptibility to trying e-cigarettes and tobacco cigarettes compared to control. Conclusions Exposure to any e-cigarette advertising may play a role in teens' decision to initiate e-cigarette and tobacco cigarette use. As the Food and Drug Administration now has regulatory authority over the marketing of e-cigarettes, regulations on e-cigarette advertising are suggested. Implications Teens are increasingly being exposed to e-cigarette advertising, and many places are considering e-cigarette regulations, yet we know very little about how e-cigarette advertisements might influence youth tobacco use. This study utilized a novel dataset of e-cigarette ads coded for youth appeal and presented them to a sample of 417 nonsmoking teens in a randomized controlled design to test the effect of features on youth susceptibility to initiating e-cigarette and tobacco cigarette use. The findings inform evidence-based recommendations for regulating the marketing of e-cigarettes.
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Affiliation(s)
| | - Kirsten Lochbuehler
- Annenberg School for Communication, University of Pennsylvania, Philadelphia, PA
| | - Erin K Maloney
- Annenberg School for Communication, University of Pennsylvania, Philadelphia, PA
| | - Joseph N Cappella
- Annenberg School for Communication, University of Pennsylvania, Philadelphia, PA
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21
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Padon AA, Rimal RN, Siegel M, DeJong W, Naimi TS, JernFigan DH. Alcohol brand use of youth-appealing advertising and consumption by youth and adults. J Public Health Res 2018; 7:1269. [PMID: 29780765 PMCID: PMC5941256 DOI: 10.4081/jphr.2018.1269] [Citation(s) in RCA: 11] [Impact Index Per Article: 1.8] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Journal Information] [Subscribe] [Scholar Register] [Received: 10/17/2017] [Accepted: 01/16/2018] [Indexed: 11/23/2022] Open
Abstract
Background Youth exposure to alcohol marketing has been shown to be an important contributor to the problem of underage drinking in the U.S. More work is needed on identifying and minimizing content with particular appeal to youth. Design and Methods We tested the association between the youth-appeal of marketing content of televised alcohol advertisements and the brand-specific alcohol consumption of both underage youth and adults. We used existing data from three sources: a brand-specific alcohol consumption survey among underage youth (N=1032), a brand-specific alcohol consumption survey among adults (N ~13,000), and an analysis of content appealing to youth (CAY) in a sample of televised alcohol advertisements (n=96) aired during the youth survey. The association between CAY scores for the 96 alcohol ads and youth (age 13-20) versus adult (age 21+) consumption of those ads' brands was tested through bivariate and multivariate models. Results Brand CAY scores were (a) positively associated with brand-specific youth consumption after controlling for adult brand consumption; (b) positively associated with a ratio of youth-toadult brand-specific consumption; and (c) not associated with adult brand consumption. Conclusions Alcohol brands with youth-appealing advertising are consumed more often by youth than adults, indicating that these ads may be more persuasive to relatively younger audiences, and that youth are not simply mirroring adult consumption patterns in their choice of brands. Future research should consider the content of alcohol advertising when testing marketing effects on youth drinking, and surveillance efforts might focus on brands popular among youth.
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Affiliation(s)
| | - Rajiv N Rimal
- Milken Institute School of Public Health, Washington, DC
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22
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Xuan Z, DeJong W, Siegel M, Babor TF. Malt Beverage Brand Popularity Among Youth and Youth-Appealing Advertising Content. Alcohol Res 2017; 41:1946-1952. [PMID: 28977818 DOI: 10.1111/acer.13487] [Citation(s) in RCA: 3] [Impact Index Per Article: 0.4] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 03/21/2017] [Accepted: 08/20/2017] [Indexed: 11/28/2022] Open
Abstract
BACKGROUND This study examined whether alcohol brands more popular among youth are more likely to have aired television advertisements that violated the alcohol industry's voluntary code by including youth-appealing content. METHODS We obtained a complete list of 288 brand-specific beer advertisements broadcast during the National Collegiate Athletic Association (NCAA) men's and women's basketball tournaments from 1999 to 2008. All ads were rated by a panel of health professionals using a modified Delphi method to assess the presence of youth-appealing content in violation of the alcohol industry's voluntary code. The ads represented 23 alcohol brands. The popularity of these brands was operationalized as the brand-specific popularity of youth alcohol consumption in the past 30 days, as determined by a 2011 to 2012 national survey of underage drinkers. Brand-level popularity was used as the exposure variable to predict the odds of having advertisements with youth-appealing content violations. RESULTS Accounting for other covariates and the clustering of advertisements within brands, increased brand popularity among underage youth was associated with significantly increased odds of having youth-appeal content violations in ads televised during the NCAA basketball tournament games (adjusted odds ratio = 1.70, 95% CI: 1.38, 2.09). CONCLUSIONS Alcohol brands popular among underage drinkers are more likely to air television advertising that violates the industry's voluntary code which proscribes youth-appealing content.
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Affiliation(s)
- Ziming Xuan
- Department of Community Health Sciences, Boston University School of Public Health, Boston, Massachusetts
| | - William DeJong
- Department of Community Health Sciences, Boston University School of Public Health, Boston, Massachusetts
| | - Michael Siegel
- Department of Community Health Sciences, Boston University School of Public Health, Boston, Massachusetts
| | - Thomas F Babor
- Department of Community Medicine and Health Care, University of Connecticut Health Center, Farmington, Connecticut
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