Beruflich Dokumente
Kultur Dokumente
1093/alcalc/agu078
Advance Access Publication 18 November 2014
Abstract — Aims: With the proliferation of the Internet and online social media use, alcohol advertisers are now marketing their pro-
ducts through social media sites such as YouTube, Facebook and Twitter. As a result, new recommendations have been made by the
Federal Trade Commission concerning the self-regulation of digital marketing strategies, including content management on social and
digital media sites. The current study sought to determine whether alcohol companies were implementing the self-imposed mandates
that they have developed for online marketing. Specifically, we examined whether alcohol companies were implementing effective strat-
egies that would prevent persons under the minimum legal drinking age in the USA from accessing their content on YouTube.
Methods: We assessed 16 alcohol brands (beer and liquor) associated with the highest prevalence of past 30 day underage alcohol con-
sumption in the USA. Fictitious YouTube user profiles were created and assigned the ages of 14, 17 and 19. These profiles then
attempted to access and view the brewer-sponsored YouTube channels for each of the 16 selected brands. Results: Every underage
profile, regardless of age, was able to successfully subscribe to each of the 16 (100%) official YouTube channels. On average, two-
thirds of the brands’ channels were successfully viewed (66.67%). Conclusion: Alcohol industry provided online marketing content is
predominantly accessible to underage adolescents. Thus, brewers are not following some of the self-developed and self-imposed man-
dates for online advertising by failing to implement effective age-restriction measures (i.e. age gates).
© The Author 2014. Medical Council on Alcohol and Oxford University Press. All rights reserved
90 Barry et al.
Media, 2009). Moreover, college students report viewing social We chose to examine whether three fictitious, underage users
network profiles an average of 2.4–4.19 times a day for an average could access alcohol company developed/provided content on
of 1–2 and a half hours (Raacke and Bonds-Raacke, 2008; YouTube. YouTube was specifically selected, as opposed to
Moreno et al., 2009). company websites or other social media sites such as Facebook,
Since its launching in 2007, YouTube has become one of the for several reasons. First, in late 2012 YouTube adopted an
most prolific social media sites. More than 1 billion unique Adult Verification System, known as an ‘Age Gate’ feature,
users visit YouTube each month, and over 6 billion hours which allows alcohol companies to only place ads in the search
of videos are watched (YouTube, n.d.). Approximately 50% of results of consumers who have previously registered with
teenagers cite YouTube as their favorite website, with 58% the service and indicated that they are at least 21 years of age. In
DISCUS Guidance Note on Communication should be placed by For any page or website controlled Brand advertisers must
Responsible Digital only in media where 71.6 % of the by the brand, the company regularly monitor and
Marketing audience is expected to be 21+. should require age verification moderate user-generated
Communications before communicating with a content on their pages.
(September 2011) visitor.
BI CODE Digital Media Guidelines Advertising placement in digital media Placement is only permissible only Brewer must monitor
(February 2011) is permissible where there is no if the brewer confirms the user is user-generated content on a
dialogue between a brewer and user, of legal drinking age either by regular basis and remove any
and 71.6% of the audience is asking the user to enter his or her content that does not comply
expected to be adults of legal birthday. with the code.
drinking age.
YouTube alcohol marketing 91
et al., 2013). Commonly consumed brands among underage Profile 1 (see Fig. 1) belonged to a male aged 14. Of the
youth included Bud Light (30%), Smirnoff malt beverages total 16 brands’ channels, Profile 1 had access to 10 (63%). Of
(17%) and Budweiser (15%) (Siegel et al., 2013). Of the 25 the 10 accessible channels, 5 were found under ‘What to
brands identified, we selected 16 alcohol brands from the list Watch’ and 5 were found under ‘My Subscriptions’. Profile 2
consisting of only beer or liquor products. These 16 alcohol belonged to a male aged 17. Of the total 16 brands’ channels,
brands constituted the specific search terms used. Given that Profile 2 (see Fig. 2) had access to 11 (69%). Of the 11 access-
underage alcohol consumption is concentrated among a rela- ible channels, 6 were found under ‘What to Watch’ and 5 were
tively small number of alcohol brands (Siegel et al., 2013), it found under ‘My Subscriptions’. Profile 3 belonged to a male
is important to note that the brands we examined were those aged 19. Of the total 16 brands’ channels, Profile 3 (see
LIMITATIONS
RESULTS
This study was limited to investigating access to only one
Each of the three underage profiles was able to successfully social media site, YouTube. Investigating other social media
subscribe to all 16 (100%) official YouTube channels. On sites frequented by underage individuals, such as Facebook
average, two-thirds of the brands’ channels were successfully and Twitter, would help to expand the body of knowledge
viewed (66.67%). Of the videos successfully accessed, 50% about which companies implement the ‘Age Gate’. Furthermore,
were through the ‘What to Watch’ tab and 50% were through cell phone access was not attempted in our study. Since a large
the ‘My Subscriptions’ tab. percentage of youth between the ages of 12 and 17 access the
Downloaded from https://academic.oup.com/alcalc/article-abstract/50/1/89/2888173 by Universiti Technoligi Malaysia user on 08 October 2018
Fig. 1. Access for 14-year-old profile.
Internet using their cell phones, including this aspect in alcohol use disorders show greater activity in areas of the brain
further research is warranted. Additionally, this investigation previously linked to reward, desire, positive affect, and episodic
focused exclusively on whether or not underage persons could recall in response to alcoholic beverage advertisements, with the
access alcohol industry promotions. Thus, we did not assess highest degree of brain response in youth who consume more
the content that was accessed (i.e. thematic analysis, etc.). drinks per month and report greater desires to drink. This sug-
Future research should expand on our work by examining gests that alcohol advertising has a particular effect on youth who
the themes commonly found in material that is accessible to are already heavy drinkers (Tapert et al., 2003). Thus, restricting
underage youth. young adolescents’ exposure to alcohol advertising represents an
important public health objective.
Conflict of interest statement. None declared.
CONCLUSION
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