Effect of alcohol ad content regulations on young people: a multi-method study

Diouf, Jacques-François; Lacoste-Badie, Sophie; Droulers, Olivier; Gallopel-Morvan, Karine

Document type :

Compte-rendu et recension critique d'ouvrage

DOI :

10.1108/JSOCM-01-2022-0014

Title :

Effect of alcohol ad content regulations on young people: a multi-method study

Author(s) :

Diouf, Jacques-François [Auteur]
Université de Rennes [UR]
Centre de recherche en économie et management [CREM]
Lacoste-Badie, Sophie [Auteur]

Lille University Management Lab - ULR 4999 [LUMEN]
Université de Lille
Lille économie management - UMR 9221 [LEM]
Droulers, Olivier [Auteur]
Université de Rennes [UR]
Centre de recherche en économie et management [CREM]
Gallopel-Morvan, Karine [Auteur]
Institut du Management [IDM]
École des Hautes Études en Santé Publique [EHESP] [EHESP]
Recherche sur les services et le management en santé [RSMS]
Arènes: politique, santé publique, environnement, médias [ARENES]
Université de Rennes [UR]

Journal title :

Journal of social marketing

Pages :

323-339

Publisher :

Emerald Publishing Limited

Publication date :

2023-03-07

ISSN :

2042-6763

English keyword(s) :

Upstream Social Marketing
Alcohol
Advertising
Warnings

HAL domain(s) :

Sciences du Vivant [q-bio]/Santé publique et épidémiologie

English abstract : [en]

Purpose:Upstream social marketers advocate implementing effective public policies to protect vulnerable populations from the impacts of advertising harmful products. This study aims to explore how alcohol ad content ...
Show more >Purpose:Upstream social marketers advocate implementing effective public policies to protect vulnerable populations from the impacts of advertising harmful products. This study aims to explore how alcohol ad content restrictions (as practised in some countries where ads may only convey factual information and objective properties of alcohol products) versus non-regulated advertising affect consumers’ product perceptions, attitude towards the ad and desire to drink. This study also examines how such restrictions influence the noticeability of text health warnings in ads (signalling alcohol-related risks) depending on their prominence.Design/methodology/approach:A multi-method study was used to increase the validity of results. An online quantitative survey (n = 348) and an eye-tracking study (n = 184) were conducted on young French people (15–30). The eye-tracking method is particularly relevant for objectively measuring visual attention.Findings: Results show that content restrictions on alcohol advertising reduce ad appeal and desire to drink. A more prominent format enhanced attentional processing of the text warning, whereas none of the tested ad contents influenced its noticeability.Practical implications: This study assesses scientific evidence of the effect on alcohol ad content regulations adopted by some countries and provides arguments for upstream social marketers to inform and influence policymakers.Originality/value: To the best of the authors’ knowledge, this is the first multi-method study that assesses the effect of regulated vs non-regulated alcohol ads in terms of persuasion and of text warning visibility.Show less >

Language :

Anglais

Popular science :

Non

Collections :

Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL

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