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首页> 外文期刊>Drug and alcohol review >Magazine alcohol advertising compliance with the Australian Alcoholic Beverages Advertising Code.
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Magazine alcohol advertising compliance with the Australian Alcoholic Beverages Advertising Code.

机译：杂志的酒精饮料广告符合《澳大利亚酒精饮料广告守则》。

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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--theitems 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.
机译：这项研究的目的是评估在澳大利亚青少年中流行的杂志中酒精饮料广告和促销的频率和内容，并评估广告在多大程度上符合澳大利亚的自律性酒精饮料广告代码（ABAC） ）。在93份受年轻人欢迎的杂志的样本中确定了酒类广告和促销活动。根据ABAC的五个部分评估项目内容的28种措施对识别出的项目进行编码。三分之二的杂志至少包含一项酒精广告或促销活动，总共确定了142个独特项目：80个是品牌广告，另外62个是其他类型的促销项目（即促销，活动赞助，与其他营销商和广告商的交叉促销） 。发现52％的物品似乎违反了ABAC的至少一部分。与B部分相关的两个明显的明显违规行为-对青少年具有强烈吸引力的项目（34％）和C部分-促进了积极的社会，性和心理消费预期（28％）。还发现促销品似乎违反广告的频率，与广告一样频繁。结论是，澳大利亚酒精饮料行业的自我调节系统似乎不起作用，应考虑加强政府的监督和管制，特别强调包括品牌广告以外的促销品。

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