Aims: We performed a systematic evaluation of alcohol advertisements broadcast during the 2014 FIFA World Cup tournament in order to identify the nature of visual alcohol references during match broadcasts and to evaluate cross-national differences according to alcohol marketing policy restrictiveness. Methods: Alcoholic beverage advertisements (N=87) and other marketing exposures were obtained by recording the final 16 tournament matches in 8 countries. Quantitative rating scales, combined with the Delphi rating technique, were used to determine compliance of the alcohol ads with the International Center for Alcohol Policies' (ICAP) Guiding Principles. Recordings of 5 matches from 4 countries (N=20) were also used to identify the number of in-game and out-of-game alcohol brand appearances. Results: 86.2% of all unique alcohol advertisements contained at least 1 violation of ICAP's Guiding Principles, with violation rates ranging from 72.7% (Mexico) to 100% (Brazil). Countries with the least restrictive marketing policies had a higher prevalence of violations in guidelines designed to protect minors. There were 2.76 in-game alcohol brand appearances and 0.83 out-of-game alcohol brand appearances per minute. Brand appearances did not differ across countries or according to a country's marketing policy restrictiveness. Conclusion: Self-regulation and statutory policies were ineffective at limiting alcohol advertising during the 2014 FIFA World Cup Tournament. Most ads contained content that violated the self-regulation codes, and there were high levels of within broadcast brand appearances. These results suggest the need for a global monitoring system to protect vulnerable populations.

Background: Alcohol marketing in Brazil is governed by a self-regulated marketing code, which has been recently revised. This study evaluated compliance to Brazil's revised code on a sample of Facebook posts popular among adolescents. A secondary analysis was performed to determine if post content, user-engagement values, and alcohol use history influenced post perceptions by adolescents. Methods: 943 Brazilian high school students were recruited to evaluate 15 Facebook posts published by 12 popular Brazilian beer brands. Code violations were defined as more than 50% of participants agreeing that post content was inconsistent with permissible advertising practices. Hierarchical linear models were used to assess associations between post content, user-engagement values, alcohol use history, and ad perceptions. Results: 67% of Facebook posts contained at least 1 violation of the revised code. Violations occurred most often in code guidelines dealing with the promotion of alcohol consumption and targeting of adolescents. Students who drank often were less likely to perceived posts as socially responsible (p=0.031), containing incentives to consume beer (p<0.001), targeting adolescents (p<0.001), and arousing the curiosity of those who are underage (p<0.001). User engagement was positively associated with perceptions that posts are perceived to contain incentives to consumer beer (p<0.001). Conclusions: Facebook posts published by Brazilian beer brands and popular among adolescents contain violations of Brazil's self-regulated alcohol marketing code. Past alcohol use history significantly influences perceptions of these posts. Significant code revisions are required to effectively limit content on social media that may be attractive to Brazilian youth.