Compliance with regulations and codes of conduct at social media accounts of Swedish alcohol brands

Tutkimustuotos: ArtikkelijulkaisuArtikkeliTieteellinenvertaisarvioitu

Kuvaus

Introduction and Aims
This study has, for the first time, mapped the extent to which alcoholic beverage brands operating on the Swedish market follow national advertising regulations and industry self‐regulating codes in their postings on social media.

Design and Methods
All social media content posted on YouTube, Twitter, Facebook and Instagram by 52 brands operating in the Swedish market was gathered from three sample months in 2014, 2016 and 2017. A content analysis was performed.

Results
An audit of the 1204 posts shows that the brands’ social media content conforms rather well with the industry's own self‐regulation codes. However, the studied beverage brands had alarmingly inadequate age‐gates to social media accounts. Advertisements for alcoholic beverages must be clearly distinguishable from advertisements for non‐alcoholic beverages, according to the Swedish Alcohol Act criteria. These criteria are fulfilled to a varying degree among the posts in the analysed data. Advertisements for non‐alcoholic beverages give companies a greater leeway in terms of shape and content of the post through logotypes, settings and connotations. However, advertisements of non‐alcoholic beverages continue to convey the brand connotations and image to consumers.

Discussion and Conclusions
Regulating alcohol advertising in online milieus can be very difficult because of the complex mixture between quickly evolving techniques and the diverse nature of communication messages targeting consumers. Many countries, including Sweden, are now focusing on how to enforce effective policies. This short report strives to shed some light on the scope and content of commercial messages on Swedish social media platforms.
Alkuperäiskielienglanti
LehtiDrug and Alcohol Review
Vuosikerta38
Numero4
Sivut386-390
Sivumäärä5
ISSN0959-5236
DOI - pysyväislinkit
TilaJulkaistu - toukokuuta 2019
OKM-julkaisutyyppiA1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä, vertaisarvioitu

Tieteenalat

  • 5141 Sosiologia

Lainaa tätä

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title = "Compliance with regulations and codes of conduct at social media accounts of Swedish alcohol brands",
abstract = "Introduction and AimsThis study has, for the first time, mapped the extent to which alcoholic beverage brands operating on the Swedish market follow national advertising regulations and industry self‐regulating codes in their postings on social media.Design and MethodsAll social media content posted on YouTube, Twitter, Facebook and Instagram by 52 brands operating in the Swedish market was gathered from three sample months in 2014, 2016 and 2017. A content analysis was performed.ResultsAn audit of the 1204 posts shows that the brands’ social media content conforms rather well with the industry's own self‐regulation codes. However, the studied beverage brands had alarmingly inadequate age‐gates to social media accounts. Advertisements for alcoholic beverages must be clearly distinguishable from advertisements for non‐alcoholic beverages, according to the Swedish Alcohol Act criteria. These criteria are fulfilled to a varying degree among the posts in the analysed data. Advertisements for non‐alcoholic beverages give companies a greater leeway in terms of shape and content of the post through logotypes, settings and connotations. However, advertisements of non‐alcoholic beverages continue to convey the brand connotations and image to consumers.Discussion and ConclusionsRegulating alcohol advertising in online milieus can be very difficult because of the complex mixture between quickly evolving techniques and the diverse nature of communication messages targeting consumers. Many countries, including Sweden, are now focusing on how to enforce effective policies. This short report strives to shed some light on the scope and content of commercial messages on Swedish social media platforms.",
keywords = "5141 Sociology, alcohol, advertising, socil media, Sweden, marketing, Facebook",
author = "Mikaela Lindeman and Katainen, {Anu Hannele} and Johan Svensson and Kauppila, {Emmi Katariina} and Hellman, {Carin Matilda Emelie}",
year = "2019",
month = "5",
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volume = "38",
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journal = "Drug and Alcohol Review",
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Compliance with regulations and codes of conduct at social media accounts of Swedish alcohol brands. / Lindeman, Mikaela; Katainen, Anu Hannele; Svensson, Johan; Kauppila, Emmi Katariina; Hellman, Carin Matilda Emelie.

julkaisussa: Drug and Alcohol Review, Vuosikerta 38, Nro 4, 05.2019, s. 386-390.

Tutkimustuotos: ArtikkelijulkaisuArtikkeliTieteellinenvertaisarvioitu

TY - JOUR

T1 - Compliance with regulations and codes of conduct at social media accounts of Swedish alcohol brands

AU - Lindeman, Mikaela

AU - Katainen, Anu Hannele

AU - Svensson, Johan

AU - Kauppila, Emmi Katariina

AU - Hellman, Carin Matilda Emelie

PY - 2019/5

Y1 - 2019/5

N2 - Introduction and AimsThis study has, for the first time, mapped the extent to which alcoholic beverage brands operating on the Swedish market follow national advertising regulations and industry self‐regulating codes in their postings on social media.Design and MethodsAll social media content posted on YouTube, Twitter, Facebook and Instagram by 52 brands operating in the Swedish market was gathered from three sample months in 2014, 2016 and 2017. A content analysis was performed.ResultsAn audit of the 1204 posts shows that the brands’ social media content conforms rather well with the industry's own self‐regulation codes. However, the studied beverage brands had alarmingly inadequate age‐gates to social media accounts. Advertisements for alcoholic beverages must be clearly distinguishable from advertisements for non‐alcoholic beverages, according to the Swedish Alcohol Act criteria. These criteria are fulfilled to a varying degree among the posts in the analysed data. Advertisements for non‐alcoholic beverages give companies a greater leeway in terms of shape and content of the post through logotypes, settings and connotations. However, advertisements of non‐alcoholic beverages continue to convey the brand connotations and image to consumers.Discussion and ConclusionsRegulating alcohol advertising in online milieus can be very difficult because of the complex mixture between quickly evolving techniques and the diverse nature of communication messages targeting consumers. Many countries, including Sweden, are now focusing on how to enforce effective policies. This short report strives to shed some light on the scope and content of commercial messages on Swedish social media platforms.

AB - Introduction and AimsThis study has, for the first time, mapped the extent to which alcoholic beverage brands operating on the Swedish market follow national advertising regulations and industry self‐regulating codes in their postings on social media.Design and MethodsAll social media content posted on YouTube, Twitter, Facebook and Instagram by 52 brands operating in the Swedish market was gathered from three sample months in 2014, 2016 and 2017. A content analysis was performed.ResultsAn audit of the 1204 posts shows that the brands’ social media content conforms rather well with the industry's own self‐regulation codes. However, the studied beverage brands had alarmingly inadequate age‐gates to social media accounts. Advertisements for alcoholic beverages must be clearly distinguishable from advertisements for non‐alcoholic beverages, according to the Swedish Alcohol Act criteria. These criteria are fulfilled to a varying degree among the posts in the analysed data. Advertisements for non‐alcoholic beverages give companies a greater leeway in terms of shape and content of the post through logotypes, settings and connotations. However, advertisements of non‐alcoholic beverages continue to convey the brand connotations and image to consumers.Discussion and ConclusionsRegulating alcohol advertising in online milieus can be very difficult because of the complex mixture between quickly evolving techniques and the diverse nature of communication messages targeting consumers. Many countries, including Sweden, are now focusing on how to enforce effective policies. This short report strives to shed some light on the scope and content of commercial messages on Swedish social media platforms.

KW - 5141 Sociology

KW - alcohol

KW - advertising

KW - socil media

KW - Sweden

KW - marketing

KW - Facebook

U2 - 10.1111/dar.12928

DO - 10.1111/dar.12928

M3 - Article

VL - 38

SP - 386

EP - 390

JO - Drug and Alcohol Review

JF - Drug and Alcohol Review

SN - 0959-5236

IS - 4

ER -