Vivian Marlowe
Alcohol advertising is a highly contentious topic, with research suggesting that exposure to alcohol advertising may influence adolescents' and young people's beliefs about drinking. While some studies indicate a positive association between alcohol advertising and positive beliefs about alcohol among youth, others suggest that youth are generally unpersuaded by alcohol ads. Alcohol advertisers must navigate regulations that vary across states and media types while also adhering to voluntary self-regulatory codes designed to limit targeting teens and underage drinkers. Alcohol ads are crafted to appeal to consumers by associating the product with attractive people and fun activities, and by suggesting that the product will enhance their lives. The effectiveness of alcohol advertising in influencing consumption behaviour remains a subject of ongoing research and debate.
| Characteristics | Values |
|---|---|
| Target audience | Men and women in the same way |
| Message | Targets expectations and perceptions about drinking |
| Depiction of negative effects | No |
| Regulation | Regulated under the Federal Alcohol Administration Act (FAA) by the Tobacco Tax and Trade Bureau (TTB) |
| Truthfulness | Must be truthful and without deception |
| Information | Must provide enough information about the identity of the product |
| Pre-approval | Not required |
| Prohibited practices | Promotions and discounts, free drink promotions, contests and games that encourage binge drinking, drinking in general, or that offer drinks as prizes |
| Self-regulation | Three voluntary self-regulatory codes designed to limit targeting teens |
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What You'll Learn
- Alcohol ads target expectations and perceptions about drinking
- Ads associate brands with fun, sexy people and activities
- Ads are regulated by the Federal Alcohol Administration Act
- Ads are subject to self-regulatory standards to reduce teen targeting
- Ads are linked to positive beliefs about alcohol among adolescents
Alcohol ads target expectations and perceptions about drinking
Alcohol advertising is a powerful tool that shapes drinking behaviours and beliefs, particularly among adolescents. By targeting expectations and perceptions about drinking, alcohol ads can influence youth to view drinking more positively and normalise excessive drinking habits. This is achieved through strategic and emotional branding that fosters brand loyalty and increases consumption.
Research has shown that when youth encounter alcohol ads they appraise positively, their beliefs about alcohol improve. They perceive drinking more favourably, view the typical drinker more positively, and anticipate more positive outcomes and fewer negative consequences. This shift in expectations and perceptions can lead to a higher intention to consume alcohol. For example, in a study where youth were exposed to alcohol ads featuring celebrities, humour, and animation, their positive beliefs about alcohol increased, and they were more likely to intend to purchase the advertised products.
Alcohol ads often intertwine the product with the consumer's emotional fabric, creating a nuanced and lasting relationship with the target audience. This intricate psychological tapestry aims to embed itself in the cultural and social contexts of vulnerable demographics, such as youth and minorities. The ads may feature celebrities, humour, or popular music, making them more appealing to younger audiences.
Alcohol advertising also influences adolescents' normative perceptions, or what they believe to be the norm among their peers. Exposure to alcohol ads can lead youth to believe that drinking is more common and accepted among their peers, which can further encourage their intention to drink. This normalisation of drinking can have significant public health implications, contributing to underage drinking and a range of associated problems.
To counterbalance the influence of alcohol advertising, public health initiatives and responsible drinking campaigns emphasise moderation and awareness. These campaigns strive to provide accurate information and educate individuals about the risks associated with excessive drinking. Additionally, regulatory bodies, such as the Tobacco Tax and Trade Bureau (TTB) in the United States, enforce rules and review complaints to ensure alcohol advertisements are truthful, comply with set standards, and do not target vulnerable populations.
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Ads associate brands with fun, sexy people and activities
Alcohol advertisements are designed to be appealing, and they often associate the brand with fun, sexy people and activities. The target audience is meant to identify with the people in the ads, and the activities portrayed are meant to be fun and exciting. The message is: if you drink this alcohol, you will be cool, sexy, and successful, and you will have fun.
Alcohol advertising is designed to make the product look attractive, and this is largely achieved through the association of the brand with certain desirable qualities. These qualities are often related to the target consumer's expectations and perceptions about drinking. For example, alcohol ads may suggest that drinking will make you more popular, stylish, or creative. They may also imply that drinking their product is a normal or typical behaviour, and that it will make occasions better.
The people in alcohol ads are usually attractive, and they are often celebrities. This is a deliberate strategy, as young people are more likely to find these ads appealing and be attracted to the product. The use of celebrity endorsers, humour, animation, and popular music have all been found to be particularly appealing to young people.
Alcohol advertising has been shown to have an effect on youth. Research has found that when young people like an alcohol ad and identify with the people in it, they view drinking more positively. Their beliefs about alcohol are more positive when exposed to positively appraised ads, and they are more likely to be skeptical of ads they do not like.
Alcohol advertising is regulated to some extent, particularly when it comes to targeting minors. In America, the Federal Alcohol Administration Act (FAA) and the Tobacco Tax and Trade Bureau (TTB) provide rules and guidelines for alcohol advertising. The TTB reviews complaints and ensures that advertisements comply with the set rules and regulations. Alcohol advertisers have also pledged to comply with voluntary self-regulatory codes designed to limit the targeting of teens. Despite these regulations, alcohol advertising is still prevalent and can be seen almost everywhere – on television, in buses, on the street, and on the internet.
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Ads are regulated by the Federal Alcohol Administration Act
Alcohol advertising in the United States is regulated by the Federal Alcohol Administration Act (FAA). The Tobacco Tax and Trade Bureau (TTB), which is part of the Department of the Treasury, is responsible for enforcing these regulations. While the First Amendment protects free speech, the FAA ensures that alcohol advertisements are truthful and not deceptive. The TTB provides a voluntary pre-screening service for advertisers to ensure compliance with regulations.
The FAA requires that alcohol advertisements provide enough information about the product to enable consumers to make informed decisions. Advertisements must include the type, class, and designation of the alcoholic product, such as wine, beer, or distilled spirits. The name and address of the advertiser must also be disclosed. There are specific prohibited practices for each type of alcoholic product in advertisements. For example, the use of the word "pure" when advertising distilled spirits is restricted unless referring to a specific ingredient.
The TTB actively reviews complaints from government agencies, the public, and industry members to ensure compliance with regulations. They also conduct independent reviews of advertisements. The TTB's role is crucial in maintaining the integrity of alcohol advertising and protecting consumers from misleading or deceptive practices.
In addition to federal regulations, state and local governments may have their own rules regarding alcohol promotions and discounts offered by drinking establishments. These regulations aim to prevent excessive consumption and protect public health. For example, happy hours may be limited to a certain number of hours per day or week, and drink promotions must typically end by midnight.
The Federal Trade Commission (FTC) also plays a role in overseeing alcohol advertising. They have expressed concerns about alcohol advertisements that may appear targeted towards minors. The FTC prohibits unfair and deceptive acts or practices in commerce, including in alcohol advertising. The FTC's Deception Policy Statement considers whether a representation or practice would likely deceive a reasonable consumer in a material way. Alcohol advertisers generally agree to avoid targeting audiences under the age of 21.
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Ads are subject to self-regulatory standards to reduce teen targeting
Alcohol advertising is a multibillion-dollar industry, with alcohol companies spending $421 million on advertising in the first quarter of 2016 alone. The majority of alcoholic advertisement regulations concern underage drinking and marketing alcohol to minors. Alcoholic beverage companies and the advertising industry have generally agreed to self-regulatory standards to discourage underage drinking based on ad placement or content.
The Federal Trade Commission (FTC) has encouraged the alcohol industry to adopt and comply with self-regulatory standards to reduce the extent to which alcohol advertising targets teens. Most alcohol advertisers have pledged to comply with one of three voluntary self-regulatory codes designed to limit the targeting of teens. These codes direct that no more than 28.4% of the audience for an ad may consist of people under 21, based on reliable audience data, and that ad content should not appeal primarily to people under 21. The FTC formally and informally monitors compliance with these codes.
Alcohol advertisers review demographic data before placing ads to ensure that 70% or more of the audience is of legal drinking age. Physical advertisements are not to be placed near schools, public playgrounds, churches, or areas with a lot of underage traffic. Some states have regulations stating that print advertisements for alcohol must be at least 500 feet from these locations. Alcohol advertising is not to target minors, either by using images or age-directed marketing ploys that may intentionally attract younger consumers, such as depicting Santa Claus. These self-adopted regulations also apply to digital media, and many alcoholic beverage companies have age-related safeguards in place on their websites and within their marketing communications.
Research has found small but statistically significant relationships between television viewing and alcohol-related beliefs and behaviours in young people. Youth who encounter ads they appraise positively are more likely to have positive beliefs about alcohol. When young people like alcohol ads and identify with the people in them, they view drinking in a more positive light than they do during moments of non-exposure to ads. However, when youth do not like ads or do not identify with the people in alcohol ads, the ads seem to have little effect on their beliefs.
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Ads are linked to positive beliefs about alcohol among adolescents
Several studies have found a link between exposure to alcohol advertising and positive beliefs about alcohol among adolescents. In a study by Martino et al. (2016), 589 Los Angeles-area youth aged 11-14 participated in a 14-day ecological momentary assessment, logging their exposure to alcohol advertisements and completing assessments of their skepticism, liking, and identification with the people in the ads, as well as their alcohol-related beliefs. The results showed that beliefs about alcohol were more positive at moments of exposure to ads compared to moments of non-exposure.
Another study by Austin and Knaus (2000) surveyed 6th to 9th graders and found that the liking of alcohol advertising portrayals and identification with the people in those portrayals predicted positive alcohol expectancies, which in turn predicted drinking. Similarly, a study by Fleming, Thorson, and Atkin (2004) found that the liking of alcohol ads was associated with positive alcohol expectancies among teens.
The influence of alcohol advertising on underage drinking has been demonstrated in both cross-sectional and prospective studies. Exposure to alcohol advertising and the liking of those ads have been found to influence some youth to drink more and experience drinking-related problems later in adolescence. For example, a study by Robinson, Chen, and Killen (1998) found that television viewing was related to the initiation of drinking over an 18-month period among 9th-grade students.
However, it is important to note that the relationship between alcohol advertising and positive beliefs about alcohol among adolescents is complex. Some studies have found that youth are generally unpersuaded by alcohol ads, and that their beliefs about drinking were more negative when they were skeptical of an ad. Additionally, the influence of alcohol advertising may interact with individual factors such as an affective reaction to the ads and identification with the characters in the ads. Further research is needed to fully understand the impact of alcohol advertising on adolescents' beliefs and behaviors regarding alcohol.
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Frequently asked questions
They target our expectations and perceptions about drinking.
Alcohol advertising is regulated under the Federal Alcohol Administration Act (FAA) by the Tobacco Tax and Trade Bureau (TTB), hosted by the Department of the Treasury. Advertisements must be truthful and without deception, providing enough information about the product for consumers to make educated decisions.
Youth are active participants in the advertising process, and their responses and interpretations of alcohol advertising influence the association between exposure and alcohol-related beliefs. Research has found small but significant relations between television viewing and alcohol-related beliefs and behaviours in youth.
Media literacy techniques can help young people understand that alcohol ads communicate the advertiser's point of view and learn to challenge the message.
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