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首页> 外文期刊>American journal of public health >Regulating alcohol advertising: Content analysis of the adequacy of federal and self-regulation of magazine advertisements, 2008-2010
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Regulating alcohol advertising: Content analysis of the adequacy of federal and self-regulation of magazine advertisements, 2008-2010

机译：管制酒精广告：对联邦广告的充分性和杂志广告自我管制的内容分析，2008-2010年

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Objectives: We analyzed beer, spirits, and alcopop magazine advertisements to determine adherence to federal and voluntary advertising standards. We assessed the efficacy of these standards in curtailing potentially damaging content and protecting public health.Methods: We obtained data from a content analysis of a census of 1795 unique advertising creatives for beer, spirits, and alcopops placed in nationally available magazines between 2008 and 2010. We coded creatives for manifest content and adherence to federal regulations and industry codes.Results: Advertisements largely adhered to existing regulations and codes. We assessed only 23 ads as noncompliant with federal regulations and 38 with industry codes. Content consistent with the codes was, however, often culturally positive in terms of aspirational depictions. In addition, creatives included degrading and sexualized images, promoted risky behavior, and made health claims associated with low-calorie content.Conclusions: Existing codes and regulations are largely followed regarding content but do not adequately protect against content that promotes unhealthy and irresponsible consumption and degrades potentially vulnerable populations in its depictions. Our findings suggest further limitations and enhanced federal oversight may be necessary to protect public health.
机译：目标：我们分析了啤酒，烈酒和alcopop杂志的广告，以确定是否遵守联邦和自愿广告标准。我们评估了这些标准在减少潜在破坏性内容和保护公共健康方面的有效性。方法：我们从内容分析中获得了数据，该数据来自于2008年至2010年间在全国范围内的杂志中刊登的1795种啤酒，烈酒和酒精饮料广告创意普查我们对广告素材进行了编码，以体现清单内容并遵守联邦法规和行业法规。结果：广告在很大程度上遵守了现有法规和法规。我们仅评估了23个广告不符合联邦法规和38个具有行业法规的广告。然而，就规范性描述而言，与规范一致的内容在文化上通常是积极的。此外，广告素材还包括有辱人格的图片和色情图片，提倡冒险行为以及提出与低热量内容相关的健康声明。结论：关于内容的现行法规大多遵循，但并未充分防范导致不健康和不负责任的消费的内容，在其描述中降低了潜在脆弱人群的数量。我们的研究结果表明，进一步的限制和加强联邦监督对于保护公共健康可能是必要的。

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