Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/25557
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Alcohol Marketing during the UEFA EURO 2016 Football Tournament: A Frequency Analysis
Authors: Purves, Richard
Critchlow, Nathan
Stead, Martine
Adams, Jean
Brown, Katherine
Contact Email: r.i.purves@stir.ac.uk
Keywords: alcohol marketing
alcohol policy
marketing regulations
sponsorship
frequency analysis
Issue Date: 29-Jun-2017
Citation: Purves R, Critchlow N, Stead M, Adams J & Brown K (2017) Alcohol Marketing during the UEFA EURO 2016 Football Tournament: A Frequency Analysis, International Journal of Environmental Research and Public Health, 14 (7), Art. No.: 704.
Abstract: This study examined the frequency and nature of alcohol marketing references in broadcasts of the 2016 UEFA (Union of European Football Associations) European Championships football tournament in the United Kingdom (UK). Eighteen matches from across the tournament were recorded in full as broadcast in the UK, including all four matches featuring the English national team and all seven featuring the French national team. All visual and verbal references to alcohol marketing were recorded using a tool with high inter-rater reliability. A total of 2213 alcohol marketing references were recorded, an average of 122.94 per broadcast and 0.65 per broadcast minute (0.52 per minute in-play and 0.80 per minute out-of-play). Almost all references were visual (97.5%), with 77.9% occurring around the pitch border. Almost all (90.6%) were indirect references to alcohol brands (e.g., references to well-known slogans), compared to only 9.4% direct references to brands (e.g., brand names). The frequency of references to alcohol marketing was high. Although the overall proportion of direct brand references was low, the high proportion of indirect references demonstrates that alcohol producers were able to circumvent the French national law governing alcohol marketing (the Loi Évin) using indirect "alibi marketing". To ensure the spirit of the Loi Évin regulations are achieved, stricter enforcement may be required to limit exposure to alcohol marketing, particularly for young people.
URL: http://www.mdpi.com/1660-4601/14/7/704
DOI Link: http://dx.doi.org/10.3390/ijerph14070704
Rights: This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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