Introduction.The marketing of alcoholic beverages has a proven impact on consumption, particularly among young people. In France, the Evin Law regulates alcohol advertising (type of contents, ban of TV ads...), but it remains high. A study was conducted to quantify the alcohol advertising investments (AI) and thus the exposure of French people to this advertising. Method.The amount of gross AI for alcoholic beverages was measured by Kantar Media for radio, press, outdoor posters and Internet display from 2018 to 2020. Radio and press exposure of people aged 13 and over in France was estimated by the agency Dentsu, based on the cross-referencing of advertising broadcast data (e.g. days and time slots) and audience data provided by specialized firms. Results: Alcohol AI were €345.4M in 2018, €318.4M in 2019 and €221.6M in 2020, with a peak in early summer and December of each year. In 2018, the yearly average number of contacts with alcohol ads (views/listenings) per individual was 41 for 13-17 year olds and 61 for 18-24 year olds in radio, 86 for 15-17 year olds and 97 for 18-34 year olds in press. Conclusion: These findings confirmed the massive advertising investments from alcohol companies in a regulated country like France and highlighted a high level of exposure to alcohol advertising for young people. This result was all the more worrying as this study underestimated AI: it did not take into account social media, nor sponsorship in movies or tv-shows, which are extremely popular with young people. A decrease was observed over the study period, probably due to the increasing investment on social media - as all firms do, including alcohol companies - and the Covid-19 pandemic in 2020. This study underlined the need for stronger regulation of alcohol advertising, and the importance of social marketing to counteract merchant marketing.
13th European Society for Prevention Research (EUSPR) Conference and Members' Meeting, Tallinn, Estonia, 28th - 30th September 2022
Auteur : Quatremère Guillemette, Guignard Romain, Andler Raphaël, Avenel Justine, Gallopel-Morvan Karine, Beck François, Nguyen Thanh Viêt
Année de publication : 2022
Pages : 11 p.
Format/Durée : diaporama