Alcohol Advertising in Magazines and Underage Readership: Are Underage Youth Disproportionately Exposed?
Alcohol Advertising in Magazines and Underage Readership: Are Underage Youth Disproportionately Exposed?
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DOI：
10.1111/acer.13477
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发表时间：
2017-10-01
影响因子：
3.2
通讯作者：
Jernigan, David H.
中科院分区：
文献类型：
--
作者：
King, Charles;Siegel, Michael;Jernigan, David H.
未成年人接触酒精广告的比例是否过高，这一问题是有关限制酒精广告是否合理的公共卫生辩论的核心。本研究的目的是确定在未成年人（12至20岁）饮酒者中流行的酒类品牌（未成年人品牌）是否比其他品牌（其他品牌）更有可能在未成年人读者群高的杂志上做广告。方法对2006 - 2011年在49种杂志上刊登的680个酒类品牌的广告进行分析。使用随机效应概率模型，我们研究了杂志的未成年读者与杂志中未成年人或其他品牌广告的概率之间的关系，控制了年轻人（21至29岁）和总读者，广告成本和支出以及读者人口统计数据。结果我们发现，未成年品牌比其他品牌更有可能在未成年读者比例更高的杂志上做广告。保持所有其他变量在其样本均值不变，在未成年读者的范围内，杂志中其他品牌广告的概率基本保持不变，从0.010（95%置信区间[CI]， 0.007至0.013）为5%到0.012（95%置信区间[CI]， 0.008至0.016）为35%。相比之下，未成年品牌广告的可能性几乎翻了四倍，范围从0.025 （95% CI， 0.015至0.035）到0.096 (95% CI， 0.057至0.135)，其中未成年品牌的广告可能性是其他品牌的7.90 （95% CI， 3.89至11.90）倍。结论受未成年饮酒者欢迎的酒类品牌比其他品牌更有可能在未成年人读者群高的杂志上做广告，导致未成年人的曝光率不成比例。目前的自愿广告行业准则不足以保护未成年人不受杂志上大量和不成比例的酒精广告的影响。为了限制广告在未成年青少年中的曝光，政策制定者可能需要考虑对杂志上的酒精广告进行监管。
BackgroundThe question of whether underage youth are disproportionately exposed to alcohol advertising lies at the heart of the public health debate about whether restrictions on alcohol advertising are warranted. The aim of this study was to determine whether alcohol brands popular among underage (ages 12 to 20years) drinkers (underage brands) are more likely than others (other brands) to advertise in magazines with high underage readerships.MethodsWe analyze the advertising of 680 alcohol brands in 49 magazines between 2006 and 2011. Using a random effects probit model, we examine the relationship between a magazine's underage readership and the probability of an underage or other brand advertising in a magazine, controlling for young adult (ages 21 to 29years) and total readerships, advertising costs and expenditures, and readership demographics.ResultsWe find that underage brands are more likely than other brands to advertise in magazines with a higher percentage of underage readers. Holding all other variables constant at their sample means, the probability of an other brand advertising in a magazine remains essentially constant over the range of underage readership from 0.010 (95% confidence interval [CI], 0.007 to 0.013) at 5% to 0.012 (95% CI, 0.008 to 0.016) at 35%. In contrast, the probability of an underage brand advertising nearly quadruples, ranging from 0.025 (95% CI, 0.015 to 0.035) to 0.096 (95% CI, 0.057 to 0.135), where underage brands are 7.90 (95% CI, 3.89 to 11.90) times more likely than other brands to advertise.ConclusionsAlcohol brands popular among underage drinkers are more likely than other brands to advertise in magazines with high underage readerships, resulting in the disproportionate exposure of underage youth. Current voluntary advertising industry guidelines are not adequate to protect underage youth from high and disproportionate exposure to alcohol advertising in magazines. To limit advertising exposure among underage youth, policy makers may want to consider regulation of alcohol advertising in magazines.