A new method for evaluating compliance with industry self-regulation codes governing the content of alcohol advertising

Reliability and validity of the Alcohol Marketing Assessment Rating Tool (AMART)

OBJECTIVE

Current national responses to the monitoring and prevention of alcohol marketing to vulnerable populations, such as youth, typically rely on partial bans, co-regulation and industry self-regulation. Efforts to evaluate compliance with existing regulations are often cumbersome and resource intensive. We sought to develop a short questionnaire to assess compliance of alcohol advertising to existing alcohol industry self-regulated marketing codes.

METHODS

Questions for the Alcohol Marketing Assessment Rating Tool (AMART) were taken from a longer rating instrument that was originally developed to detect violations of a self-regulated alcohol marketing code. Secondary analysis of data from three studies of alcohol advertisements was performed to determine the reliability and validity of AMART at detecting code violations, using the longer form as the criterion. One sample was used as an exploratory set. Two samples were used to validate the questionnaire.

RESULTS

In the exploratory set, the reliability of AMART was considered near perfect (kappa = 0.92). Sensitivity was 97%, and specificity was 100%. Positive predictive value (PPV) was perfect and negative predictive value (NPV) was approximately 90%. In the validation sets, reliability was considered substantial to near perfect (kappa = 0.71-0.94). Specificity and PPV remained perfect, and NPV was 86%-90%.

CONCLUSION

The AMART is a reliable tool to detect violations of a self-regulated marketing code in alcohol advertising. It significantly decreases the amount of resources needed to evaluate a finite number of advertisements.

Do alcohol advertisements for brands popular among underage drinkers have greater appeal among youth and young adults?

BACKGROUND

No previous study has determined whether there are differences in the youth appeal of alcohol advertisements for popular versus unpopular brands among underage drinkers. This paper provides a systematic investigation of the differential appeal of brand-level alcohol advertisements among underage youth and young adults in the United States.

METHODS

We examined 3 issues of 8 magazines popular among underage youth. From the advertised alcohol brands, we selected the ads for the top 10 and bottom 10 brands by prevalence of underage youth consumption, based on the results of a previous national survey. We assessed the ads' appeal using a sample of 211 students recruited from 1 graduate and 2 undergraduate courses at Boston University. Respondents rated the appeal of each advertisement on 4 dimensions: physical and social appeal, appeal to underage youth, perceived effectiveness, and liking. Using random-effects linear regression, we compared the appeal of advertisements for popular versus unpopular brands.

RESULTS

On each dimension, the ads for popular youth alcohol brands were rated as significantly more appealing than the ads for unpopular brands. The magnitude of this difference was 0.26 standard deviation for the physical and social appeal score, 0.25 for the appeal to underage youth score, 0.21 for the perceived effectiveness score, and 0.16 for the liking score.

CONCLUSIONS

Advertising for alcohol brands that are popular among youth contain elements that are more likely to appeal to underage youth and young adults than ads for brands that are relatively unpopular among young drinkers.

An empirical evaluation of the US Beer Institute's self-regulation code governing the content of beer advertising

OBJECTIVES

We evaluated advertising code violations using the US Beer Institute guidelines for responsible advertising.

METHODS

We applied the Delphi rating technique to all beer ads (n = 289) broadcast in national markets between 1999 and 2008 during the National Collegiate Athletic Association basketball tournament games. Fifteen public health professionals completed ratings using quantitative scales measuring the content of alcohol advertisements (e.g., perceived actor age, portrayal of excessive drinking) according to 1997 and 2006 versions of the Beer Institute Code.

RESULTS

Depending on the code version, exclusion criteria, and scoring method, expert raters found that between 35% and 74% of the ads had code violations. There were significant differences among producers in the frequency with which ads with violations were broadcast, but not in the proportions of unique ads with violations. Guidelines most likely to be violated included the association of beer drinking with social success and the use of content appealing to persons younger than 21 years.

CONCLUSIONS

The alcohol industry's current self-regulatory framework is ineffective at preventing content violations but could be improved by the use of new rating procedures designed to better detect content code violations.