www.EUCAM.info

New ways of monitoringalcohol marketing exposure

of young people

Wim van DalenEUCAM

NordAN Conference 2013, Tallinn Estonia

European Centre for MonitoringAlcohol Marketing (EUCAM)

• Objectives of EUCAM:

- Independent research on monitoring alcohol marketing

- Disseminating research results and policy developments

• Established in 2007 by the Dutch Institute for Alcohol Policy STAP and supported by: AV.OG.TIL(Norway), IOGT-NTO (Sweden), Alcohol & Society (Denmark), Eurocare Italia and PARPA (Poland).

The long term effect ofexposure to alcohol marketing

(13 studies):

Youngsters who are more exposed to alcoholadvertisements:

• Start earlier with drinking alcohol;• Drink higher quantities of alcohol at one

occasion (binge drinking);• Consume alcohol more frequently.• (Anderson et al 2009, Smith & Foxcroft 2009) and the Science Group of the EAHF:

Statements of EUCAM

• Self-regulating is proven to be ineffective (i.e. AMMIE project)

• Statutory regulations are highly preferable but are dependantof clear restrictions combined with proper enforcement and asupportive regulatory system

• A complete ban on alcohol marketing is the best solution forprotecting young people and other risks groups

Statements of EUCAM

• If you don’t monitor alcohol marketingyou haven’t a clue of what’s going on

• If you don’t monitor systematically/science basedyou don’t impress policy makers

TV Commercials

Billboards / Posters

Price Promotions

Sponsorship

Branding & Merchandising

Product design

Sponsorship of Sports,Music, Fashion, Film

Bavaria City Racing Moscou

Heineken sneakers

Grolsch & Loveland festival

SKYY wodka & Sex and the CityThe Movie

Puschkin:Push theEdgeparties

Place as a Marketing tool:

MAMPA 2012

First motivation for monitoring:

impressed by the content

• But don’t forget the social media: the volumeof exposure becomes even more the keyfactor

• The impact of alcohol brandedinternet advertising on minors

Controlled for demographics and media use(N=9454); AMPHORA; Germany; Poland, Italyand the Netherlands; 2012

Alcohol Marketing via social media

Amphora study shows that among 13 & 14 year olds in GE, IT,NL and PL:

• 1 out of 3 received promotional e-mails from alcohol brands;• 1 out of 5 looked at a web site for alcohol brands/drinking;• 1 out of 5 downloaded a mobile phone or computer

screensaver containing an alcohol brand name or logo;• 1 out of 3 used a profile page on social media sites like

facebook with an alcohol brand or logo;• 2 out of 3 noticed an internet page that contained an alcohol

advertisement

Ownership promotional items

Receiving promotional email Amountof alcoholconsumedin past 30days

.043***

.082***

.036***

.103***

.129***

.051******=p<.001

Standardized Beta

Looked at a web site for alcoholbrands

Downloaded a mobile phone orcomputer screensavercontaining an alcohol brand

Used a profile page on socialmedia sites containing alcohol brand

Televised alcohol advertisement

The impact of alcohol branded internet advertisingcontrolled for demographics and media use (N=9454); AMPHORA; 4 countries; 2012

AMMIE: impact on volume

Advertising exposure amongminors

BU: 36 million times a minor saw an advertisement;DK: 10 millionGE: 610 millionIT: 260 millionNL: 54 million

Total of 970 million times a minor saw an alcohol ad. This is on average 44ads per minor (in May and October 2010 in top-3 channels). AMMIEproject.

www.EUCAM.info

Monitoring

• Amphora and AMMIE project: with use ofexposure data from Nielsen Media Company

• MAMPA project: cost efficient monitoring, invarious national contexts

The MAMPA project:

- A pilot study in 2010;- Data collection in 2012;- Study took place in 4 countries- Countries differ in background

characteristics;- Data is collected by national

partners with coordination ofthe Dutch Institute for AlcoholPolicy;

- Stratified school based samplein urban and in rural area.

www.EUCAM.info

Monitoring of the MAMPA project

• Record television/radio broadcastings forcertain period;

• Buy magazines/newspapers for certain period;• Scan websites for certain period;• Scan outdoor advertising in fixed area.

We took 2 photos:Photo detail: Photo context:

OUTDOOR ADVERTISING

Size of the effect:

15%

75%

0

0,1

0,2

0,3

0,4

0,5

0,6

0,7

0,8

0,9

1

20% 40% 60% 80%

Probability of initiation alcohol use among youngsters withdifferent levels of alcohol marketing exposure - 4 countries

incl exp

Monitoring 2.0, the EUCAMsmartphone app (2)

www.EUCAM.info

The feauture of monitoring

Monitoring 2.0:Smartphone monitoring App

Monitoring 3.0?systematic and large scale monitoring

OfAlcohol marketing through

Social Media

Thank you for your attention!

www.EUCAM.info

• Please contact eucam@eucam.info for moreinformation and assistance.

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