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The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media

Alcohol advertising exposure is a risk factor for earlier alcohol initiation and higher alcohol consumption. Furthermore, engagement in digital alcohol marketing, such as liking or sharing an ad on social media, is associated with increased alcohol consumption and binge or hazardous drinking behavio...

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Autores principales: Galkus, Lukas, Lange, Shannon, Liutkutė-Gumarov, Vaida, Miščikienė, Laura, Petkevičienė, Janina, Rehm, Jürgen, Štelemėkas, Mindaugas, Tran, Alexander, Vaitkevičiūtė, Justina
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9566760/
https://www.ncbi.nlm.nih.gov/pubmed/36231698
http://dx.doi.org/10.3390/ijerph191912398
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author Galkus, Lukas
Lange, Shannon
Liutkutė-Gumarov, Vaida
Miščikienė, Laura
Petkevičienė, Janina
Rehm, Jürgen
Štelemėkas, Mindaugas
Tran, Alexander
Vaitkevičiūtė, Justina
author_facet Galkus, Lukas
Lange, Shannon
Liutkutė-Gumarov, Vaida
Miščikienė, Laura
Petkevičienė, Janina
Rehm, Jürgen
Štelemėkas, Mindaugas
Tran, Alexander
Vaitkevičiūtė, Justina
author_sort Galkus, Lukas
collection PubMed
description Alcohol advertising exposure is a risk factor for earlier alcohol initiation and higher alcohol consumption. Furthermore, engagement in digital alcohol marketing, such as liking or sharing an ad on social media, is associated with increased alcohol consumption and binge or hazardous drinking behavior. In light of these challenges, Lithuania has enacted a total prohibition on alcohol advertising, including social media. This study monitored the two most popular social media networks, Facebook and Instagram, to determine compliance with current legislation. In total, 64 Facebook and 51 Instagram profiles were examined. During the 60-day study period, 1442 and 749 posts on the selected Facebook and Instagram profiles, respectively, were published. There were a total of 163 distinct social media alcohol-related posts. Alcohol-related posts accounted for 5.9 percent of total Instagram posts and 8.3 percent of total Facebook posts. Alcohol advertisements accounted for 1.4 percent of all posts (infringement of the Alcohol Control Law). Influencers were responsible for nearly half (45.5 percent) of all observed alcohol-related Instagram posts. The study demonstrates high compliance with Lithuania’s total alcohol advertising ban on social media and emphasizes the importance of adequately monitoring the growing prominence of influencers on social media.
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spelling pubmed-95667602022-10-15 The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media Galkus, Lukas Lange, Shannon Liutkutė-Gumarov, Vaida Miščikienė, Laura Petkevičienė, Janina Rehm, Jürgen Štelemėkas, Mindaugas Tran, Alexander Vaitkevičiūtė, Justina Int J Environ Res Public Health Article Alcohol advertising exposure is a risk factor for earlier alcohol initiation and higher alcohol consumption. Furthermore, engagement in digital alcohol marketing, such as liking or sharing an ad on social media, is associated with increased alcohol consumption and binge or hazardous drinking behavior. In light of these challenges, Lithuania has enacted a total prohibition on alcohol advertising, including social media. This study monitored the two most popular social media networks, Facebook and Instagram, to determine compliance with current legislation. In total, 64 Facebook and 51 Instagram profiles were examined. During the 60-day study period, 1442 and 749 posts on the selected Facebook and Instagram profiles, respectively, were published. There were a total of 163 distinct social media alcohol-related posts. Alcohol-related posts accounted for 5.9 percent of total Instagram posts and 8.3 percent of total Facebook posts. Alcohol advertisements accounted for 1.4 percent of all posts (infringement of the Alcohol Control Law). Influencers were responsible for nearly half (45.5 percent) of all observed alcohol-related Instagram posts. The study demonstrates high compliance with Lithuania’s total alcohol advertising ban on social media and emphasizes the importance of adequately monitoring the growing prominence of influencers on social media. MDPI 2022-09-29 /pmc/articles/PMC9566760/ /pubmed/36231698 http://dx.doi.org/10.3390/ijerph191912398 Text en © 2022 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Galkus, Lukas
Lange, Shannon
Liutkutė-Gumarov, Vaida
Miščikienė, Laura
Petkevičienė, Janina
Rehm, Jürgen
Štelemėkas, Mindaugas
Tran, Alexander
Vaitkevičiūtė, Justina
The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media
title The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media
title_full The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media
title_fullStr The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media
title_full_unstemmed The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media
title_short The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media
title_sort comprehensive alcohol advertising ban in lithuania: a case study of social media
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9566760/
https://www.ncbi.nlm.nih.gov/pubmed/36231698
http://dx.doi.org/10.3390/ijerph191912398
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