Alan Vendrame

Propaganda de álcool e associação ao consumo de cerveja por adolescentes

OBJETIVO: Analisar a associacao entre propaganda de alcool e o consumo de cerveja por adolescentes. METODOS: Foram entrevistados 1.115 estudantes de 7o e 8o anos de tres escolas publicas de Sao Bernardo do Campo, SP, em 2006. As variaveis independentes foram: atencao prestada as propagandas de alcool, crenca na veracidade das propagandas, resposta afetiva as propagandas, uso previo de cigarro, entre outras. A variavel dependente foi consumo de cerveja nos ultimos 30 dias. Analises de regressoes logisticas univariada e multipla foram realizadas. Idade, importância dada a religiao e ter banheiro em casa foram utilizadas como controle. RESULTADOS: O consumo de cerveja nos ultimos 30 dias esteve associado ao uso de cigarro (OR = 4,551), ter uma marca preferida de bebida alcoolica (OR = 5,150), nao ser monitorado pelos pais (OR = 2,139), achar que as festas que frequentam parecem-se com as de comerciais (OR = 1,712), prestar muita atencao aos comerciais (OR = 1,563) e acreditar que os comerciais falam a verdade (OR = 2,122). Essa associacao manteve-se mesmo na presenca de outras variaveis associadas ao seu consumo. CONCLUSOES: As propagandas de bebidas alcoolicas associam-se positivamente ao consumo recente de cerveja, por remetem os adolescentes a propria realidade ou por faze-los acreditar em sua veracidade. Limitar a veiculacao de propagandas de bebidas alcoolicas pode ser um dos caminhos para a prevencao do uso e abuso de alcool por adolescentes.OBJECTIVE To analyze the association between alcohol advertising and beer drinking among adolescents. METHODS A total of 1,115 students enrolled in the 7th and 8th grades of three public schools in São Bernardo do Campo, Southeastern Brazil, were interviewed in 2006. The independent variables were as follows: attention paid to alcohol advertisements, belief in the veracity of advertisements, affective response to advertisements and previous tobacco use, among others. The dependent variable was beer drinking in the last 30 days. Univariate and multiple logistic regression analyses were made. Age, importance given to religion and the presence of a bathroom in the home were used as control. RESULTS Beer drinking in the last 30 days was associated with tobacco use (OR = 4.551), having a favorite alcoholic beverage brand (OR = 5.150), poor parental supervision (OR = 2.139), considering parties one goes to as similar to those seen in commercials (OR = 1.712), paying more attention to advertisements (OR = 1.563) and believing that advertisements tell the truth (OR = 2.122). This association remained, even in the presence of other variables associated with beer drinking. CONCLUSIONS Alcohol advertisements are positively associated with recent beer drinking, because they remind adolescents of their own reality or make them believe in their veracity. Alcohol advertisement restrictions can be one way to prevent alcohol use and abuse by adolescents.

Alcohol Industry Self-Regulation: Who is it really protecting?

Self-regulation has been promoted by the alcohol industry as a sufficient means of regulating alcohol marketing activities. However, evidence suggests that the guidelines of self-regulated alcohol marketing codes are violated routinely, resulting in excessive alcohol marketing exposure to youth and the use of content that is potentially harmful to youth and other vulnerable populations. If the alcohol industry does not adhere to its own regulations the purpose and design of these codes should be questioned. Indeed, implementation of alcohol marketing self-regulation in Brazil, the United Kingdom and the United States was likely to delay statutory regulation rather than to promote public health. Moreover, current self-regulation codes suffer from vague language that may allow the industry to circumvent the guidelines, loopholes that may obstruct the implementation of the codes, lax exposure guidelines that can allow excessive youth exposure, even if properly followed, and a standard of review that may be inappropriate for protecting vulnerable populations. Greater public health benefits may be realized if legislative restrictions were applied to alcohol marketing, and strict statutory alcohol marketing regulations have been implemented and defended successfully in the European Union, with European courts declaring that restrictions on alcohol marketing are proportional to the benefits to public health. In contrast, attempts to restrict alcohol marketing activities in the United States have occurred through private litigation and have been unsuccessful. None the less, repeated violations of industry codes may provide legislators with sufficient justification to pass new legislation and for such legislation to withstand constitutional review in the United States and elsewhere.

Alcohol Marketing in the Americas and Spain during the 2014 FIFA World Cup Tournament.

BACKGROUND AND AIMS To identify the nature of visual alcohol references in alcohol advertisements during televised broadcasts of the 2014 FIFA World Cup Tournament matches and to evaluate cross-national differences according to alcohol marketing policy restrictiveness. DESIGN Content analysis using the Delphi method and identification of in-game sponsorships. SETTING Television broadcasts of the 2014 FIFA World Cup in Argentina, Brazil, Canada, Finland, France, Mexico, Spain and the United States. CASES Eighty-seven alcohol advertisements; 20 matches. MEASUREMENTS Quantitative rating scales, combined with the Delphi rating technique, were used to determine compliance of the alcohol advertisements with the International Alliance for Responsible Drinkings (IARD) Guiding Principles. Recordings of five matches from four countries were also used to identify the number of in- and out-of-game alcohol brand appearances. FINDINGS A total of 86.2% of all unique alcohol advertisements contained at least one violation of IARDs Guiding Principles, with violation rates ranging from 72.7% (Mexico) to 100% (Brazil). Countries with the least restrictive marketing policies had a higher prevalence of violations in guidelines designed to protect minors. There were 2.76 in-game alcohol brand appearances and 0.83 out-of-game alcohol brand appearances per minute. Brand appearances did not differ across countries or according to a countrys marketing policy restrictiveness. CONCLUSIONS Self-regulation and statutory policies were ineffective at limiting alcohol advertising during the 2014 FIFA World Cup Tournament television broadcasts. Most advertisements contained content that violated the self-regulation codes, and there were high levels of within-broadcast brand appearances.

Self-Regulation of Beer Advertising: A Comparative Analysis of Perceived Violations by Adolescents and Experts

AIMS We assessed the impact of the 2010 revisions to Brazils self-regulatory alcohol marketing code using expert and adolescent raters. METHODS Five popular TV beer ads were selected. Ads were rated based on the 2010 Brazilian self-regulatory marketing code. The expert group (N = 31) represented health-related professions; the adolescent group (N = 110) were public high school students. RESULTS At least 1 ad violated 11 of 17 guidelines included in the study. Ratings by experts and adolescents were similar. Both found violations in all sections of the self-regulatory code, but significant group differences were seen in applying the section that prohibits the promotion of excessive alcohol consumption, with experts identifying more violations than adolescents. CONCLUSION Beer ads in the sample systematically violated the self-regulatory standards for alcohol advertising in Brazil according to both experts and youth. Public policies for more effective restrictions and prohibitions in alcohol ads should be considered.

Association between alcohol advertising and beer drinking among adolescents

OBJETIVO: Analisar a associacao entre propaganda de alcool e o consumo de cerveja por adolescentes. METODOS: Foram entrevistados 1.115 estudantes de 7o e 8o anos de tres escolas publicas de Sao Bernardo do Campo, SP, em 2006. As variaveis independentes foram: atencao prestada as propagandas de alcool, crenca na veracidade das propagandas, resposta afetiva as propagandas, uso previo de cigarro, entre outras. A variavel dependente foi consumo de cerveja nos ultimos 30 dias. Analises de regressoes logisticas univariada e multipla foram realizadas. Idade, importância dada a religiao e ter banheiro em casa foram utilizadas como controle. RESULTADOS: O consumo de cerveja nos ultimos 30 dias esteve associado ao uso de cigarro (OR = 4,551), ter uma marca preferida de bebida alcoolica (OR = 5,150), nao ser monitorado pelos pais (OR = 2,139), achar que as festas que frequentam parecem-se com as de comerciais (OR = 1,712), prestar muita atencao aos comerciais (OR = 1,563) e acreditar que os comerciais falam a verdade (OR = 2,122). Essa associacao manteve-se mesmo na presenca de outras variaveis associadas ao seu consumo. CONCLUSOES: As propagandas de bebidas alcoolicas associam-se positivamente ao consumo recente de cerveja, por remetem os adolescentes a propria realidade ou por faze-los acreditar em sua veracidade. Limitar a veiculacao de propagandas de bebidas alcoolicas pode ser um dos caminhos para a prevencao do uso e abuso de alcool por adolescentes.OBJECTIVE To analyze the association between alcohol advertising and beer drinking among adolescents. METHODS A total of 1,115 students enrolled in the 7th and 8th grades of three public schools in São Bernardo do Campo, Southeastern Brazil, were interviewed in 2006. The independent variables were as follows: attention paid to alcohol advertisements, belief in the veracity of advertisements, affective response to advertisements and previous tobacco use, among others. The dependent variable was beer drinking in the last 30 days. Univariate and multiple logistic regression analyses were made. Age, importance given to religion and the presence of a bathroom in the home were used as control. RESULTS Beer drinking in the last 30 days was associated with tobacco use (OR = 4.551), having a favorite alcoholic beverage brand (OR = 5.150), poor parental supervision (OR = 2.139), considering parties one goes to as similar to those seen in commercials (OR = 1.712), paying more attention to advertisements (OR = 1.563) and believing that advertisements tell the truth (OR = 2.122). This association remained, even in the presence of other variables associated with beer drinking. CONCLUSIONS Alcohol advertisements are positively associated with recent beer drinking, because they remind adolescents of their own reality or make them believe in their veracity. Alcohol advertisement restrictions can be one way to prevent alcohol use and abuse by adolescents.

Propaganda de alcohol y asociación al consumo de cerveza por adolescentes

OBJETIVO: Analisar a associacao entre propaganda de alcool e o consumo de cerveja por adolescentes. METODOS: Foram entrevistados 1.115 estudantes de 7o e 8o anos de tres escolas publicas de Sao Bernardo do Campo, SP, em 2006. As variaveis independentes foram: atencao prestada as propagandas de alcool, crenca na veracidade das propagandas, resposta afetiva as propagandas, uso previo de cigarro, entre outras. A variavel dependente foi consumo de cerveja nos ultimos 30 dias. Analises de regressoes logisticas univariada e multipla foram realizadas. Idade, importância dada a religiao e ter banheiro em casa foram utilizadas como controle. RESULTADOS: O consumo de cerveja nos ultimos 30 dias esteve associado ao uso de cigarro (OR = 4,551), ter uma marca preferida de bebida alcoolica (OR = 5,150), nao ser monitorado pelos pais (OR = 2,139), achar que as festas que frequentam parecem-se com as de comerciais (OR = 1,712), prestar muita atencao aos comerciais (OR = 1,563) e acreditar que os comerciais falam a verdade (OR = 2,122). Essa associacao manteve-se mesmo na presenca de outras variaveis associadas ao seu consumo. CONCLUSOES: As propagandas de bebidas alcoolicas associam-se positivamente ao consumo recente de cerveja, por remetem os adolescentes a propria realidade ou por faze-los acreditar em sua veracidade. Limitar a veiculacao de propagandas de bebidas alcoolicas pode ser um dos caminhos para a prevencao do uso e abuso de alcool por adolescentes.OBJECTIVE To analyze the association between alcohol advertising and beer drinking among adolescents. METHODS A total of 1,115 students enrolled in the 7th and 8th grades of three public schools in São Bernardo do Campo, Southeastern Brazil, were interviewed in 2006. The independent variables were as follows: attention paid to alcohol advertisements, belief in the veracity of advertisements, affective response to advertisements and previous tobacco use, among others. The dependent variable was beer drinking in the last 30 days. Univariate and multiple logistic regression analyses were made. Age, importance given to religion and the presence of a bathroom in the home were used as control. RESULTS Beer drinking in the last 30 days was associated with tobacco use (OR = 4.551), having a favorite alcoholic beverage brand (OR = 5.150), poor parental supervision (OR = 2.139), considering parties one goes to as similar to those seen in commercials (OR = 1.712), paying more attention to advertisements (OR = 1.563) and believing that advertisements tell the truth (OR = 2.122). This association remained, even in the presence of other variables associated with beer drinking. CONCLUSIONS Alcohol advertisements are positively associated with recent beer drinking, because they remind adolescents of their own reality or make them believe in their veracity. Alcohol advertisement restrictions can be one way to prevent alcohol use and abuse by adolescents.

When evidence is not enough: a case study on alcohol marketing legislation in Brazil.

AIMS This case study identifies the influence and mechanisms that the alcohol industry in Brazil has been able to bring to bear to maintain self-regulation in the marketing of beer and many wines set against a trend of increasing alcohol consumption in Brazil, particularly among young people and women. It identifies the forms of power and strategies used by the alcohol industry in Brazil that may be useful for other countries to consider in seeking to move from self-regulation to state regulation of alcohol marketing. METHOD A review was conducted of recent legal documents and court cases, as well as the activities of alcoholic beverage industries. RESULTS Because of an exemption, Brazilian law had established that both beer and many wines are not alcoholic beverages for marketing purposes. These beverages are subjected to industry self-regulation codes. Research shows that beer and wine marketing often violates industry codes, with little or no enforcement of penalties for non-compliance. Attempts to include beer and wine in the legal definition of alcohol have been opposed by the alcohol industry, and the courts have delegated responsibility to the legislature. The recent legal activities surrounding alcohol sales during the 2014 World Cup games in Brazil provide evidence of the alcohol industrys influence on the legislative process. CONCLUSION The alcohol industry in Brazil plays a significant role in the formulation of public policies on alcohol, especially regarding the regulation of marketing. This power is exercised by strong lobbying of government officials responsible for public policies.