Delphi Evaluation of Alcohol Advertising Codes

摘要 作为NIAAA支持的R21探索性和发展性研究项目的一部分，我们已经 制定可供公共卫生专业人员和政府官员使用的程序， 电视和其他媒体上的酒类广告内容。在R01申请中，我们建议 进行两项相互关联的研究，以验证一项新的评级程序，该程序旨在检测 负责任广告的行业准则。研究1将检验德尔菲技术作为一种 评估广告违规行为的增强方法。德尔菲技术由一系列 顺序问卷或“回合”，穿插控制反馈，试图获得最 一组专家或重要的选民团体的可靠的一致意见。这项研究将 使用两组重复测量交叉设计，比较“脆弱性”的指南评级 在时间1（初始评级）和时间2（反馈辅助评级），“小组”和“专家组”。的 脆弱性小组将由150名研究志愿者组成，他们被选中代表脆弱性 特性（例如，育龄妇女、未成年饮酒者、少数族裔群体状况）， 行业法规旨在保护。专家组将由150名选定的研究志愿者组成 根据他们在五个领域的专业知识（例如，公共卫生，精神病学）被认为与以下方面高度相关： 从公共健康的角度评价行业广告准则。完成后 在第一轮评分中，参与者将被随机分配，接受来自自己小组或 从另一组。第二项研究将在第一项研究结果的基础上， 一系列具有全国代表性的酒类广告的评估。本研究将运用德尔菲法 技术的收视率高达45个电视广告已播出的国家市场可能， 被大量年轻人和其他弱势群体看到。长期目标是 研究的目的是开发方法工具和实证研究结果， 这将有助于提高消费者对酒精饮料广告的认识，并增强监管机构监测酒精饮料广告的能力。

Abstract As part an R21 exploratory and developmental research project supported by NIAAA, we have been developing procedures that can be used by public health professionals and government officials to monitor the content of alcohol advertising on television and in other media. In this R01 application, we propose to conduct two inter-related studies to validate a new rating procedure designed to detect code violations in industry guidelines for responsible advertising. Study 1 will examine the validity of Delphi technique as an enhanced method to evaluate advertising code violations. The Delphi technique consists of a series of sequential questionnaires or 'rounds', interspersed by controlled feedback, that attempts to obtain the most reliable consensus of opinion from a group of experts or important constituency groups. The research will use a two group repeated measures cross-over design that compares the guideline ratings of a "vulnerability group" and an "expert group" at Time 1 (initial rating) and Time 2 (feedback-assisted rating). The Vulnerability group will consist of 150 research volunteers selected to represent the vulnerability characteristics (e.g., women of childbearing age, underage drinkers, minority ethnic group status) the industry codes were designed to protect. The Expert group will consist of 150 research volunteers selected on the basis of their expertise in five areas (e.g., public health, psychiatry) considered to be highly relevant to the evaluation of industry advertising guidelines from a public health perspective. Following completion of the first round ratings, participants will be randomized to receive feedback either from their own group or from the other group. Study 2 will build on the findings of Study 1 in order to conduct the first systematic evaluation of a nationally representative series of alcohol advertisements. The research will apply the Delphi technique to the ratings of up to 45 TV advertisements that have been broadcast in national markets likely to be viewed by large numbers of young adults and other vulnerable populations. The long-term goals of this research are to develop both methodological tools and empirical findings that will protect vulnerable populations and enhance the ability of regulatory agencies to monitor alcoholic beverage advertising.