Description:
Advertisements for alcohol lead to earlier and increased alcohol consumption among young people and are therefore prohibited between 6:00 AM and 9:00 PM. However, young people are increasingly exposed to advertisements for alcohol-free beverages (offline/online), for which there are no similar regulations. Since advertisements for alcohol-free drinks often closely resemble those for alcoholic beverages, it is important to understand the extent of exposure to alcohol-free ads and their effects on alcohol (free) drinking behavior among young people.
Goal:
This project aims to answer the following five questions: 1) What are the interests of different stakeholders regarding advertisements for alcohol-free beverages? 2) How much are young people exposed to these ads (offline and online)? 3) Does exposure to these advertisements lead young people to consume more alcoholic beverages, in addition to alcohol-free drinks? 4) What are the conditions and explanatory mechanisms of the effect of advertisements for alcohol-free beverages on alcohol (free) drinking behavior? 5) What recommendations can be made for regulating alcohol-free advertisements?
Method:
We will organize meetings with stakeholders to build support for implementing the recommendations arising from this project. We will hold co-creation workshops with young people and young adults to optimize the studies, for example, by gathering information on which locations (online/offline) have the most visible advertising or which brands to include. This is important given the rapidly changing market for alcohol-free beverages. Through data donation and surveys, we will gain insight into exposure to advertisements (both online and offline), and experimental studies will help us understand the conditions and underlying mechanisms.
Partners:
This project collaborates with various scientific and societal partners. Two universities are involved (Radboud University and the University of Amsterdam) with extensive scientific expertise, including new methods such as data donation. Additionally, key policy advisors and makers are collaborating, such as the Trimbos Institute (Expertise Center for Alcohol) and STAP (Dutch Institute for Alcohol Policy). Furthermore, several organizations are involved in ensuring the dissemination of results and recommendations (Nijmegen Institute of Scientist Practitioners in Addiction, Jellinek/Addiction Care Netherlands, and Inventijn).
Results:
Because very little is known about the extent of exposure to alcohol-free advertisements and their effects, regulations are lenient. Currently, much advertising for alcoholic beverages, such as around sports fields, has been replaced by that for alcohol-free alternatives. The effects of this change are still unknown, and it is unclear whether it is desirable. Knowledge in this area will aid in policy-making. Additionally, information about the exposure to and effects of alcohol-free advertisements will be presented attractively to the younger audience. This will help them become better informed and potentially make different choices, which may lead to healthier behavior.
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