Youth perceptions of alcohol advertising: Are current advertising regulations working?
Objectives: We investigated young people's exposure to alcohol advertising, their intentions to consume and purchase alcohol products following the viewing of advertisements, and whether they perceived the actors in the advertisements as being under the age of 25 years. Methods: Face-to-face in...
| Main Authors: | , , , , , , , , , |
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| Format: | Journal Article |
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Wiley-Blackwell Publishing Asia
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/66648 |
| _version_ | 1848761361523277824 |
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| author | Aiken, A. Lam, Tina Gilmore, William Burns, L. Chikritzhs, Tanya Lenton, Simon Lloyd, B. Lubman, D. Ogeil, R. Allsop, S. |
| author_facet | Aiken, A. Lam, Tina Gilmore, William Burns, L. Chikritzhs, Tanya Lenton, Simon Lloyd, B. Lubman, D. Ogeil, R. Allsop, S. |
| author_sort | Aiken, A. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Objectives: We investigated young people's exposure to alcohol advertising, their intentions to consume and purchase alcohol products following the viewing of advertisements, and whether they perceived the actors in the advertisements as being under the age of 25 years. Methods: Face-to-face interviews were completed with 351 risky drinking 16-19-year-old Australians, with a sub-sample (n=68) responding to a range of alcohol advertisements in an in-depth interview. Results: Participants were exposed to alcohol advertisements from an average of seven specific contexts in the past 12 months, with younger adolescents more likely to recall TV and outdoor billboards (n=351). Positive perception of advertisements was associated with increased intention to use and to purchase advertised products (n=68). A liqueur advertisement actor was perceived by 94% as being under 25 years-old, and almost 30% thought the advertisement was marketed at people younger than 18 years of age. Conclusions: Young people's perceptions of alcohol advertising are not necessarily in line with expert/industry assessment; products are sometimes marketed in a way that is highly appealing to young people. Greater appeal was associated with increased intention to consume and to purchase products. Implications for public health: These results indicate deficiencies in the effectiveness of current advertising codes in regard to protecting the health and wellbeing of adolescents. |
| first_indexed | 2025-11-14T10:30:27Z |
| format | Journal Article |
| id | curtin-20.500.11937-66648 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:30:27Z |
| publishDate | 2018 |
| publisher | Wiley-Blackwell Publishing Asia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-666482018-07-26T01:42:24Z Youth perceptions of alcohol advertising: Are current advertising regulations working? Aiken, A. Lam, Tina Gilmore, William Burns, L. Chikritzhs, Tanya Lenton, Simon Lloyd, B. Lubman, D. Ogeil, R. Allsop, S. Objectives: We investigated young people's exposure to alcohol advertising, their intentions to consume and purchase alcohol products following the viewing of advertisements, and whether they perceived the actors in the advertisements as being under the age of 25 years. Methods: Face-to-face interviews were completed with 351 risky drinking 16-19-year-old Australians, with a sub-sample (n=68) responding to a range of alcohol advertisements in an in-depth interview. Results: Participants were exposed to alcohol advertisements from an average of seven specific contexts in the past 12 months, with younger adolescents more likely to recall TV and outdoor billboards (n=351). Positive perception of advertisements was associated with increased intention to use and to purchase advertised products (n=68). A liqueur advertisement actor was perceived by 94% as being under 25 years-old, and almost 30% thought the advertisement was marketed at people younger than 18 years of age. Conclusions: Young people's perceptions of alcohol advertising are not necessarily in line with expert/industry assessment; products are sometimes marketed in a way that is highly appealing to young people. Greater appeal was associated with increased intention to consume and to purchase products. Implications for public health: These results indicate deficiencies in the effectiveness of current advertising codes in regard to protecting the health and wellbeing of adolescents. 2018 Journal Article http://hdl.handle.net/20.500.11937/66648 10.1111/1753-6405.12792 Wiley-Blackwell Publishing Asia restricted |
| spellingShingle | Aiken, A. Lam, Tina Gilmore, William Burns, L. Chikritzhs, Tanya Lenton, Simon Lloyd, B. Lubman, D. Ogeil, R. Allsop, S. Youth perceptions of alcohol advertising: Are current advertising regulations working? |
| title | Youth perceptions of alcohol advertising: Are current advertising regulations working? |
| title_full | Youth perceptions of alcohol advertising: Are current advertising regulations working? |
| title_fullStr | Youth perceptions of alcohol advertising: Are current advertising regulations working? |
| title_full_unstemmed | Youth perceptions of alcohol advertising: Are current advertising regulations working? |
| title_short | Youth perceptions of alcohol advertising: Are current advertising regulations working? |
| title_sort | youth perceptions of alcohol advertising: are current advertising regulations working? |
| url | http://hdl.handle.net/20.500.11937/66648 |