142nd APHA Annual Meeting and Exposition

Annual Meeting Recordings are now available for purchase

Industry compliance with alcohol self-regulation marketing codes: A review

142nd APHA Annual Meeting and Exposition (November 15 - November 19, 2014): http://www.apha.org/events-and-meetings/annual
Monday, November 17, 2014 : 1:50 PM - 2:10 PM

Jonathan Noel, MPH , Department of Community Medicine and Healthcare, University of Connecticut Health Center, Farmington, CT
Thomas Babor, PhD , Department of Community Medicine and Health Care, University of Connecticut Health Center, Farmington, CT
Background Alcohol advertising in the U.S. and other countries is regulated through advertising codes, which are often administered through a self-regulatory mechanism.  Systematic research using both quantitative and qualitative methods has focused on alcohol advertising content, exposure markets, and compliance with the codes.  There has also been a number of unpublished reports by government agencies, non-profit organizations, and research centers.  This presentation critically reviews the international literature in terms of methods, findings and conclusions.  Method Peer-reviewed published literature was collected through a systematic review of SCOPUS, Web of Science and PubMed.  Unpublished reports were located by searching literature produced by public health agencies, alcohol research centers, non-governmental organizations, and government research centers. Results In all, 64 peer-reviewed articles and 44 unpublished reports were included.  The reported findings suggest that there are high levels of exposure to alcohol advertisements among all age groups and among all media reported on (television, radio, movies, print, online, public space).  The content of alcohol ads has often been found to violate relevant advertising codes, and many ads contain elements that are attractive to youth.  Complaints about advertisements are often dismissed and action is rarely taken against companies that produce non-compliant ads. Conclusions In countries where systematic procedures have been applied to the evaluation of marketing self-regulation codes, the research strongly indicates a lack of effectiveness in protecting vulnerable populations from objectionable content and exposure.  Standardized methodology needs to be implemented for continued surveillance activities.

Learning Areas:

Public health or related laws, regulations, standards, or guidelines
Public health or related public policy
Public health or related research
Social and behavioral sciences

Learning Objectives:
Describe the nature, purpose and management of industry marketing self-regulation codes in broadcast, print, and online media. Discuss evaluation studies of industry compliance with content and exposure guidelines in the self-regulation codes. Assess the effectiveness of the current alcohol marketing self-regulatory process. Identify policy changes to improve alcohol marketing self-regulation codes.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have been the principal investigator of multiple federally funded grants focusing on alcohol marketing and self-regulatory guidelines. I have consulted with the World Health Organization. Among my scientific interests have been the development of procedures to assess alcohol marketing and the development of alcohol control policies.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.