Environment Kathy Ann Fox Supervisors Dr Michal Molcho amp Dr Colette Kelly Discipline of Health Promotion National University of Ireland Galway kathyafox Presentation Outline ID: 920418
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Slide1
Adolescent Alcohol Use and the Digital Environment
Kathy Ann Fox Supervisors: Dr. Michal Molcho & Dr. Colette KellyDiscipline of Health Promotion,National University of Ireland Galway.
@kathyafox
Slide2Presentation Outline
Adolescent Alcohol Use National and International TrendsDigital environmentAlcohol marketing & portrayal onlineCurrent Irish researchWhat can be done?
Slide3Adolescent Alcohol Use
Risky drinking behaviours in young people are associated with hormonal disruption and impaired brain development. Early alcohol initiation is a strong predictor of later alcohol dependence (Dawson, Goldstein et al. 2008)Dramatic increase in drinking prevalence from early to mid-adolescence.Social influences are strong determinants (Kuntsche et al., 2014).
Slide4Adolescent Alcohol Use in Ireland
HBSC Ireland: 20% drank in last 30 days; 21% had been drunk; and 10% had been drunk in last 30 days (Gavin et al., 2015). 74% of 15 and 16-year-olds in Ireland reported drinking at least once in lifetime; 27% reported drinking & 7% reported intoxication at aged 13 or younger (ESPAD, 2016)Harmful drinking culture in Ireland – 36% of 15+ and 31% 15-19 yr olds engaging in binge drinking in last 30 days (WHO, 2014)
Slide5National Trends – Health Behaviour in School-aged Children Study
Keane et al. 2017)
Slide6The Digital Environment
Almost 95% of 16-24 year olds in Ireland are frequent/daily internet users (DESI, 2016) The EU Kids Online (2012) highlight above average levels for Irish children in:
use of the internet at home (IE 87% vs. EU 62%); mobile internet access (IE 46% vs. EU 31%)
65% of16-24 year olds in UK reported watching short video clips online at least once a week (Ofcom, 2015
)
Slide7Haddon & Livingston (2010)
Slide8Children are increasingly exposed to alcohol related content online.
Alcohol brands employ a wide range of creative marketing strategies, some facilitated
through social
media
Gathering
personal information/likes/dislikes, some SNS allow for more targeted advertising to potential customers of varying
demographics
Age restrictions for SNS are often ineffective and easily
subverted
Alcohol marketing in the online environment
Slide9Slide10(WHO, 2014)
Slide11Slide12Online Alcohol Marketing: what does the evidence tell us?
Exposure: 77% of 13-17 yr olds exposed to online marketing, including social media (more girls than boys); 72% reported having seen advertisements for an alcohol product on social media (Fox, Molcho & Kelly, 2015
)Review: Online alcohol marketing exposure was associated with a number of drinking behaviours, including regular & increased consumption & binge drinking
(Lobstein, Landon et al. 2016)
Current alcohol marketing codes are falling short with regard to alcohol promotion
through digital media.
Slide13Alcohol promotion in digital media
Free downloads of music, images,
emojis
,
Competitions for event tickets
Free apps (games, delivery services, local outlets/discounts)
Opportunities to upload content to brand page
Opportunities to buy/win alcohol branded merchandise
Alcohol-related content shared by social influencers/celebrities
No restrictions for unofficial brand promotion pages/alcohol outlets
(
Lobstein
et al. 2016)
Slide14User-generated content
User-created alcohol promotion – ‘the content distributed through new media which intends to promote consumption - independent of commercial digital marketing’ (Critchlow, Moodie et al. 2017) Awareness of and participation in this type of promotion were associated with higher-risk consumption (18-25 yr olds)SNS users may unintentionally become brand ambassadors as the lines between official and user-generated alcohol/brand content become blurred
(Critchlow, Moodie et al. 2017)
Slide15McClure,
Stoolmiller et al. 2013)
Slide16Rationale for current research
Slide17Social Norms Theory
Carriers of misperception
Social Norms Theory
(Perkins & Berkowitz, 1986)
Peer influence and its role in individual decision making.
Adolescents
often inaccurately estimate rates of alcohol use among their peers to be higher than the
reality
May result in overuse
or abuse alcohol in order to meet this perceived norm
.
Rationalisation of heavy drinking behaviours
Increase in prevalence of drinking behaviours
Slide18Methodology
Study Design: Longitudinal convergent mixed methods study design.Sample Population: First and second year post-primary students in Ireland (capturing 12-15 year olds).Data collection: Self-administered questionnaire and focus group discussions at beginning and end of school year.Sample: Seven post-primary schools were recruited with 2-4 classes participating from each school
.Time 1 N = 407 Time 2 N = 337
Slide19Findings: Alcohol-related Behaviours
Significant increase in those reporting having consumed alcohol at least once in their lifetime (P<0.001)
Significant increase those reporting having been drunk at least once (P<0.05)
Slide20Findings: Alcohol-related Behaviours
Significant difference in reporting of having had ‘5 or more drinks’ over the last 30 days (P<0.005).
Significant difference in reporting of having consumed alcohol in the last 30 days (P<0.005).
Slide21Social Media Page Ownership Over Time
Slide22Time 1
Time 2
Sig.
Seen an ad or 'pop-up' for an alcohol product on your social media
page
61%
65%
0.049
Received an online quiz or game about alcohol or drinking on your social media
page
12%
15%
0.040
Been invited to 'like' or 'follow' a page of an alcohol brand through social
media
18%
26%
0.006
Been invited to 'like' an event sponsored by an alcohol brand through social
media
21%
32%
0.000
Been invited to go to an event sponsored by an alcohol
brand
12%
17%
0.064
Exposure to alcohol related content through social media over time
Slide23Ever drunk alcohol in lifetime – Yes, at least once %
Never drunk alcohol in lifetime %
Sig.
Seen an ad or 'pop-up' for an alcohol product on your social media page
T1
63.2
56.9
0.275
T2
71.3
58.9
0.023
Received an online quiz or game about alcohol or drinking on your social media page
T1
18.1
6.8
0.001
T2
23.9
6.5
0.000
Been invited to 'like' or 'follow' a page of an alcohol brand through social media
T1
23.5
14.9
0.052
T2
31.9
19.1
0.009
Been invited to 'like' an event sponsored by an alcohol brand through social media
T1
28.4
17.6
0.022
T2
37.2
26.3
0.038
Been invited to go to an event sponsored by an alcohol brand
T1
17.4
9.5
0.037
T2
19.5
15.2
0.317
Exposure to alcohol related content through social media
Slide24What can we do?
Define the problem - acknowledge & monitor the many forms of digital marketing & levels of exposure.Need for explicit regulations for ‘new forms’ of alcohol marketing such as through social media (WHO, 2010)Transparency – How much information is being gathered on SNS?Assess exposure and engagement with alcohol-related content through the eyes of young peopleUtilise the digital environment as a setting for health promotion
Slide25Thank you
Kathy Ann Fox
@kathyafox
Slide26References:
Gavin, A., Keane, E., Callaghan, M., Molcho, M., Kelly, C., & Nic Gabhainn, S. (2015). The Irish Health Behaviour in School-aged Children (HBSC) Study 2014.Dawson, D. A., Goldstein, R.B., Chou, S.P., Ruan, W.J., and Grant, B.F. (2008). "Age at First Drink and the First Incidence of Adult‐Onset DSM‐IV Alcohol Use Disorders." Alcoholism: Clinical and Experimental Research 32(12): 2149-2160.Kuntsche, E., Gabhainn, S. N., Roberts, C., Windlin
, B., Vieno, A., Bendtsen, P., . . . Wicki, M. (2014). Drinking Motives and Links to Alcohol Use in 13 European Countries. Journal of Studies on Alcohol and Drugs, 75(3), 428-437. Kraus, L., Guttormsson, U., Leifman, H., Arpa
, S., & Molinaro, S. (2016). ESPAD Report 2015: Results from the European School Survey Project on Alcohol and Other Drugs. Publications Office of the European Union.Perkins
, H. W., & Berkowitz, A. D. (1986). Perceiving the community norms of alcohol use among students: some research implications for campus alcohol education programming*. Substance use & misuse, 21(9-10), 961-976. World Health Organization. (2014).
Global status report on alcohol and health 2014. WHO Library Cataloguing-in-Publication Data ISBN, 978(92), 4
.
Borsari
, B., & Carey, K. B. (2001).
Peer influences on college drinking: A review of the research. Journal of substance abuse, 13(4), 391-424.
Slide27References:
Bruijn, A., J. Tanghe, R. Leeuw, R. Engels, P. Anderson, F. Beccaria, M. Bujalski, C. Celata, J. Gosselt and D. Schreckenberg (2016). "European longitudinal study on the relationship between adolescents’ alcohol marketing exposure and alcohol use." Addiction 111(10): 1774-1783.Critchlow, N., C. Moodie, L. Bauld, A. Bonner and G. Hastings (2017). "Awareness of, and participation with, usercreated alcohol promotion, and the association with higher-risk drinking in young adults." Cyberpsychology-Journal of Psychosocial Research on Cyberspace 11(2).Dunlop, S., B. Freeman and S. C. Jones (2016). "Marketing to youth in the digital age: The promotion of unhealthy products and health promoting behaviours on social media." Media and Communication 4(3
).Lobstein, T., J. Landon, N. Thornton and D. Jernigan (2016). "The commercial use of digital media to market alcohol products: a narrative review." Addiction.Keane, E., Gavin, A., Perry, C., Molcho, M., Kelly, C., & Nic Gabhainn
, S. Trends in Health Behaviours, Health Outcomes and Contextual Factors between 1998-2014: findings from the Irish Health Behaviour in School-aged Children Study.