A survey by the French Office for Drugs and Drug Addiction (OFDT) showed that adolescents were particularly exposed and receptive to advertisements for alcohol.
According to a survey by the French Office for Drugs and Drug Addiction (OFDT) presented on December 4, adolescents are particularly exposed and sensitive to alcohol marketing. This survey, carried out via a questionnaire among 13,000 teenagers aged 17, shows that 86.3% remembers having “ever seen or heard an advertisement for an alcoholic beverage“So far, nothing surprising since these advertisements are easily visible in public space and on television. The rest of the figures are however more alarming because”75.4% are able to specify what type of alcohol it was“and”a quarter of young people (24.8%) are able to name the brand promoted“. Proof that teens are very sensitive to these ads, especially those concerning beer. If 105 brands were cited, six brands concentrate a majority of the responses and four correspond to beers.
Minors drink, despite ban
In France, the sale of alcoholic beverages is prohibited for minors. However, 85.7% of young people questioned said they had already drunk alcohol and 8.4% have done so very regularly. For the OFDT, these young regular consumers are precisely the most inclined to remember brands of alcohol and to feel the urge to drink when seeing these advertisements. If girls are almost as numerous as boys saying that they saw these advertisements, boys were 32.6% against 16.7% of girls who remembered the brand of the last advertisement in question.
The danger of internet advertising
The organization raises a real problem of “public health“and the impact of these images, especially on the internet, is therefore particularly alarming.”As in a mirror game, advertising and alcohol consumption answer each other. Remembering the name of a brand of alcohol or feeling the desire to drink it after seeing an advertisement is strongly correlated with the frequency of consumption“, notes the organization. For the OFDT, better control of advertisements broadcast on the internet, especially before videos on Youtube, is essential:”Young people’s exposure to these advertisements is all the stronger in that they are the most familiar spaces, such as the Internet. Better regulation of this promotion vector represented by the internet, ubiquitous in the lives of adolescents, appears to be a public health issue“.