The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media
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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.
in: INT J ENV RES PUB HE, Jahrgang 19, Nr. 19, 12398, 29.09.2022.Publikationen: SCORING: Beitrag in Fachzeitschrift/Zeitung › SCORING: Zeitschriftenaufsatz › Forschung › Begutachtung
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TY - JOUR
T1 - The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media
AU - Galkus, Lukas
AU - Lange, Shannon
AU - Liutkutė-Gumarov, Vaida
AU - Miščikienė, Laura
AU - Petkevičienė, Janina
AU - Rehm, Jürgen
AU - Štelemėkas, Mindaugas
AU - Tran, Alexander
AU - Vaitkevičiūtė, Justina
PY - 2022/9/29
Y1 - 2022/9/29
N2 - 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.
AB - 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.
KW - Advertising
KW - Humans
KW - Lithuania
KW - Marketing
KW - Social Media
KW - Social Networking
U2 - 10.3390/ijerph191912398
DO - 10.3390/ijerph191912398
M3 - SCORING: Journal article
C2 - 36231698
VL - 19
JO - INT J ENV RES PUB HE
JF - INT J ENV RES PUB HE
SN - 1660-4601
IS - 19
M1 - 12398
ER -
