Navigation Links
'Drink responsibly' messages in alcohol ads promote products, not public health
Date:9/3/2014

Alcohol industry magazine ads reminding consumers to "drink responsibly" or "enjoy in moderation" fail to convey basic public health information, according to a new study from the Johns Hopkins Bloomberg School of Public Health.

A report on the research, published in the September issue of Drug and Alcohol Dependence, analyzed all alcohol ads that appeared in U.S. magazines from 2008 to 2010 to determine whether messages about responsibility define responsible drinking or provide clear warnings about the risks associated with alcohol consumption.

According to the study, most of the ads analyzed (87 percent) incorporated a responsibility message, but none actually defined responsible drinking or promoted abstinence at particular times or in certain situations. When responsibility messages were accompanied by a product tagline or slogan, the messages were displayed in smaller font than the company's tagline or slogan 95 percent of the time.

Analysis of the responsibility messages found that 88 percent served to reinforce promotion of the advertised product, and many directly contradicted scenes depicted in the ads. For example, a vodka ad displayed a photograph of an open pour of alcohol with a tagline that implied the drinker had been partying all night. In small lettering, the same ad advised the audience to enjoy the product responsibly.

"While responsibility messages were present in almost nine out of ten ads, none of them provided any information about what it means to drink responsibly," says study leader Katherine Clegg Smith, PhD, an associate professor in the Department of Health, Behavior and Society at the Johns Hopkins Bloomberg School of Public Health. "Instead, we found that the vast majority of responsibility messages were used to convey promotional information, such as appealing product qualities or how the product should be consumed."

Federal regulations do not require "responsibility" statements in alcohol advertising, and while the alcohol industry's voluntary codes for marketing and promotion emphasize responsibility, they provide no definition for "responsible drinking."

"The contradiction between appearing to promote responsible drinking and the actual use of 'drink responsibly' messages to reinforce product promotion suggests that these messages can be deceptive and misleading," said David Jernigan, PhD, director of the Center on Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Public Health.

A better option for promoting responsible drinking in advertising would be to replace or supplement unregulated messages with prominently placed, tested warning messages that directly address behaviors presented in the ad and that do not reinforce marketing messages, Smith says.

"We know from experience with tobacco that warning messages on product containers and in advertising can affect consumption of potentially dangerous products," she says. "We should apply that knowledge to alcohol ads and provide real warnings about the negative effects of excessive alcohol use."


'/>"/>

Contact: Andrea Maruniak
amaruniak@jhu.edu
410-502-3373
Johns Hopkins University Bloomberg School of Public Health
Source:Eurekalert

Related medicine news :

1. Energy drinks cause heart problems
2. Drinking tea reduces non-CV mortality by 24 percent
3. Relax this Labor Day Weekend with Great Savings on Easy-Install, Do-It-Yourself Drinking and Whole House Water Filters
4. Half a Glass Rule May Curb Overdrinking
5. Hydro Med Announces a Change in their Tinnitus Therapy: Drinking Coffee
6. India Network Foundation Sponsors Mineral Drinking Water Projects in Three Villages, Andhra Pradesh, India
7. Counseling Does Little to Deter Youth Drinking, Review Finds
8. Neighborhood ethnic composition and problem drinking among older Mexican American men
9. NUWI Quinoa Drinkable Snack Introduces Three New Savory Flavors Including Carrot & Ginger, Split Pea and Tomato, To Be Served Hot or Cold
10. Nearly 1 in 5 Americans Drinks at Least 1 Soda a Day: CDC
11. Acidic Drinks Can Damage Kids Teeth Permanently, Expert Warns
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/20/2017)... , ... June 20, 2017 , ... ... help content solutions for the enterprise, is proud to announce Touchpoints ... e-commerce, ticketing systems, company websites, and more to provide a seamless customer experience. ...
(Date:6/20/2017)... ... ... As a leading dental practice, Wall Centre Dental supports Stroke Awareness Month ... bleeding gums in Vancouver, BC, may be developing gingivitis, the first stage of ... and diabetes. Drs. Parviz Roshan, Siamak Tehrani and Milton Reskovich offer laser gum therapy ...
(Date:6/20/2017)... Boston, MA (PRWEB) , ... June 20, 2017 ... ... Innovation’s (IPI) Clinical Innovation Catalyst program focused on finding product improvements ... have tubes placed in their throats when they need help breathing or to ...
(Date:6/20/2017)... Fort Lauderdale, FL (PRWEB) , ... June 20, 2017 , ... ... Flex, a new scrub collection featuring seven new products designed to create tailored looks ... a mixture of polyester and cotton easy care stretch twill. , With trendy looks ...
(Date:6/20/2017)... CHARLESTON, S.C. (PRWEB) , ... June 20, 2017 , ... ... 2017 Daniel Jordan Fiddle Foundation Leader in Adult Autism Award during the ... Milwaukee, Wisconsin, July 12-15. , The Daniel Jordan Fiddle Foundation (DJFF) was ...
Breaking Medicine News(10 mins):
(Date:6/10/2017)... K. Burchfield, DPM, is recognized by Continental Who,s Who as a ... Alabama . Dr. Burchfield serves as ... over 20 years of experience, as well as expertise in the ... "The podiatry professional ... to welcome you to his practice," the company,s website states. "We ...
(Date:6/8/2017)... 2017   Responding to Heath Ledger,s father,s ... of singer Chris Cornell in May, the mental ... a free online psychiatric drug side effects ... about psychotropic drug risks. The father of ... an accidental overdose, has called for tighter rules on prescription ...
(Date:6/7/2017)... URBANDALE, Iowa , June 6, 2017  Diplomat Specialty Infusion ... a sterile compounding environment to its Iowa ... Urbandale now features an ISO 7 cleanroom—the ... a controlled environment with a low level of pollutants. ... serve more IV nutrition consumers and better serve our ...
Breaking Medicine Technology: