Alcohol, Author Interviews, BMJ, Pediatrics, Tobacco Research / 16.01.2016
Beyoncé, Pitbull, Feature Alcohol in Music Videos Aimed at Young People
More on Alcohol on MedicalResearch.com
MedicalResearch.com Interview with:
Dr Joanne Cranwell PhD, CPsychol
The UK Centre for Tobacco and Alcohol Studies
School of Medicine
Division of Epidemiology & Public Health
Clinical Sciences Building
University of Nottingham
MedicalResearch: What is the background for this study?
Dr. Cranwell: We conducted this particular study because it is well established that adolescent exposure to alcohol and tobacco in the media, such as film, television, and paid for advertising are determinants of subsequent alcohol and tobacco use in young people. The extent of potential exposure has been transformed over the past decade by the emergence of social media, in which exposure to pro-tobacco content has also been linked to favourable attitudes towards tobacco, including intention to smoke, in young non-smokers.
Our previous published research highlighted that popular YouTube music videos contain tobacco and substantial alcohol content, including branding. Alcohol advertising is largely self-regulated by the alcohol industry and the Portman Group who speaks on behalf of the UK drinks industry. The Advertising Standards Authority also provides guidance on marketing of alcohol products in the UK. Broadly speaking the guidelines from these three regulators state that “Marketing communications for alcoholic drinks should not be targeted at people under 18 and should not imply, condone or encourage immoderate, irresponsible or anti-social drinking”. However the extent to which adults and adolescents are exposed to tobacco or alcohol content from YouTube at a population level has not been quantified. In this new study we have therefore estimated population exposure to tobacco and alcohol impressions, defined as appearances in 10-second intervals in a sample of popular videos, in the British adolescent and adult population.
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