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    Magazine alcohol advertising compliance with the Australian Alcoholic Beverages Advertising Code

    Access Status
    Fulltext not available
    Authors
    Donovan, K.
    Donovan, Robert
    Howat, Peter
    Weller, Narelle
    Date
    2007
    Type
    Journal Article
    
    Metadata
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    Citation
    Donovan, Kati and Donovan, Rob and Howat, Peter and Weller, Narelle. 2007. Magazine alcohol advertising compliance with the Australian Alcoholic Beverages Advertising Code. Drug and Alcohol Review. 26 (1): pp. 73-81.
    Source Title
    Drug and Alcohol Review.
    DOI
    10.1080/09595230601037026
    ISSN
    09595236
    School
    Centre for Behavioural Research in Cancer Control (Curtin Research Centre)
    URI
    http://hdl.handle.net/20.500.11937/25017
    Collection
    • Curtin Research Publications
    Abstract

    The purpose of this study was to assess the frequency and content of alcoholic beverage advertisements and sales promotions in magazines popular with adolescents and young people in Australia, and assess the extent to which the ads complied with Australia's self-regulatory Alcoholic Beverages Advertising Code (ABAC). Alcohol advertisements and promotions were identified in a sample of 93 magazines popular with young people. The identified items were coded against 28 measures constructed to assess the content of the items against the five sections of the ABAC. Two thirds of the magazines contained at least one alcohol advertisement or promotion with a total of 142 unique items identified: 80 were brand advertisements and 62 were other types of promotional items (i.e. sales promotions, event sponsorships, cross promotions with other marketers and advertorials).It was found that 52% of items appeared to contravene at least one section of the ABAC. The two major apparent breaches related to section B-the items having a strong appeal to adolescents (34%) and to section C-promoting positive social, sexual and psychological expectancies of consumption (28%). It was also found that promotional items appeared to breach the ABAC as often as did advertisements. It is concluded that the self-regulating system appears not to be working for the alcoholic beverages industry in Australia and that increased government surveillance and regulation should be considered, giving particular emphasis to the inclusion of promotional items other than brand advertising.

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