Home > Industry self-regulation of alcohol marketing: a systematic review of content and exposure research.

Noel, Jonathan K and Babor, Thomas and Robaina, Katherine (2016) Industry self-regulation of alcohol marketing: a systematic review of content and exposure research. Addiction , 112 , (Suppl. 1) , pp. 28-50.

BACKGROUND AND AIMS
With governments increasingly relying on the alcohol industry's self-regulated marketing codes to restrict alcohol marketing activity, there is a need to summarize the findings of research relevant to alcohol marketing controls. This paper provides a systematic review of studies investigating the content of, and exposure to, alcohol marketing in relation to self-regulated guidelines.

METHODS
Peer-reviewed articles were identified through four literature search engines: SCOPUS, Web of Science, PubMed, and PsychINFO. Non-peer reviewed reports produced by public health agencies, alcohol research centers, non-governmental organizations, and government research centers were also identified. 96 publications met the inclusion criteria.

RESULTS
Of the 19 studies evaluating a specific marketing code and 25 content analysis studies reviewed, all detected content that could be considered potentially harmful to children and adolescents, including themes that strongly appeal to young men. Of the 57 studies of alcohol advertising exposure, high levels of youth exposure and high awareness of alcohol advertising were found for television, radio, print, digital, and outdoor ads. Youth exposure to alcohol advertising has increased over time, even as greater compliance with exposure thresholds has been documented.

CONCLUSIONS
Violations of the content guidelines within self-regulated alcohol marketing codes are highly prevalent in certain media. Exposure to alcohol marketing, particularly among youth, is also prevalent. Taken together, the findings suggest that the current self-regulatory systems that govern alcohol marketing practices are not meeting their intended goal of protecting vulnerable populations.


Item Type:Article
Date:May 2016
Page Range:pp. 28-50
Publisher:Wiley-Blackwell
Volume:112
Number:Suppl. 1
EndNote:View
Accession Number:HRB (Available)
Subjects:B Drugs and alcohol substances > Alcohol
MP-MR Policy, planning, economics, work and social services > Marketing and public relations (advertising)
MP-MR Policy, planning, economics, work and social services > Drugs and alcohol industry or business
VA Geographic area > International aspects

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