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Exposure to preference-matched alcohol advertisements from national sports broadcasts increases short-term alcohol consumption inclinations in risky drinkers.
Hollett, Ross C; Fairclough, Jesse; Butt, Julia; Mills, Brennen.
Afiliación
  • Hollett RC; Psychology and Criminology, Edith Cowan University, Joondalup, Western Australia, Australia.
  • Fairclough J; Psychology and Criminology, Edith Cowan University, Joondalup, Western Australia, Australia.
  • Butt J; Psychology and Criminology, Edith Cowan University, Joondalup, Western Australia, Australia.
  • Mills B; School of Medical and Health Sciences, Edith Cowan University, Joondalup, Western Australia, Australia.
Health Promot J Austr ; 2024 Jul 01.
Article en En | MEDLINE | ID: mdl-38951019
ABSTRACT

BACKGROUND:

In Australia, sports broadcasting is afforded special alcohol advertising rights during daytime hours, which raises public health concerns, including short-term increases in alcohol consumption among the broad viewership of national sporting codes.

METHODS:

We conducted a content analysis across a sample of nationally televised finals matches (N = 16) from the Australian Football League (AFL) and the National Rugby League (NRL) to determine the prevalence of alcohol advertising video clips during these broadcasts. We also conducted an online experiment exposing participants (N = 345) to a randomly selected alcohol advertisement and measured the immediate effects on self-reported alcohol craving and drinking intentions.

RESULTS:

The prevalence of alcohol advertising video clips during AFL broadcasts was 3.9% and 1.8% for NRL. While, overall, alcohol advertisement video clip exposure did not impact craving or drinking intentions, a modest increase in craving was found for a subsample of risky drinking participants (N = 107) who also reported a preference for the specific alcoholic beverage being advertised.

CONCLUSIONS:

Video alcohol advertisements occurred less than 1 in 20 advertisements on average and exposure to alcohol advertising elicited a low, yet measurable, short-term increase in alcohol inclinations, among vulnerable adult drinkers when a desirable alcoholic beverage advertisement is viewed. SO WHAT? Given that alcohol advertisements are most likely to increase consumption among risky drinkers, health messaging during sports broadcasts needs to specifically target these individuals.
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Texto completo: 1 Colección: 01-internacional Base de datos: MEDLINE Idioma: En Revista: Health Promot J Austr Asunto de la revista: SAUDE PUBLICA Año: 2024 Tipo del documento: Article País de afiliación: Australia Pais de publicación: Australia
Texto completo
Añadir a Mi BVS
Imprimir
XML
PubMed Links
Buscar en Google

Texto completo: 1 Colección: 01-internacional Base de datos: MEDLINE Idioma: En Revista: Health Promot J Austr Asunto de la revista: SAUDE PUBLICA Año: 2024 Tipo del documento: Article País de afiliación: Australia Pais de publicación: Australia