Regulating alcohol marketing on social media : outcomes and limitations of marketing restrictions of Finland’s 2015 Alcohol Act

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dc.contributor University of Helsinki, Social Policy en
dc.contributor University of Helsinki, Centre for Research on Addiction, Control and Governance en
dc.contributor University of Helsinki, University Management en
dc.contributor.author Katainen, Anu
dc.contributor.author Kauppila, Emmi
dc.contributor.author Svensson, Johan
dc.contributor.author Lindeman, Mikaela
dc.contributor.author Hellman, Matilda
dc.date.accessioned 2020-06-29T15:21:01Z
dc.date.available 2020-06-29T15:21:01Z
dc.date.issued 2020-02-12
dc.identifier.citation Katainen , A , Kauppila , E , Svensson , J , Lindeman , M & Hellman , M 2020 , ' Regulating alcohol marketing on social media : outcomes and limitations of marketing restrictions of Finland’s 2015 Alcohol Act ' , Journal of Studies on Alcohol and Drugs , vol. 81 , no. 1 , pp. 39–46 . https://doi.org/10.15288/jsad.2020.81.39 en
dc.identifier.issn 1937-1888
dc.identifier.other PURE: 128046646
dc.identifier.other PURE UUID: bf1dc246-176b-4ede-b147-2e1ebf6e072c
dc.identifier.other ORCID: /0000-0001-8884-8601/work/76728163
dc.identifier.other WOS: 000600451200004
dc.identifier.uri http://hdl.handle.net/10138/317041
dc.description.abstract Objective: The aim of this study was to assess the effectiveness of the 2015 law restricting alcohol marketing on social media in Finland. Method: The study compared posts that market alcohol on Finnish and Swedish social media in terms of number, content, and user engagement during the month of January in three separate years: 1 year before, 1 year after, and 2 years after the 2015 Alcohol Act came into effect in Finland. The data consisted of all posts (Finland, N = 1,536; Sweden, N = 1,204) published during the selected months by alcohol brands that had active national social media accounts at the time of data collection. The coding protocol included numbers of posts and measures of consumer engagement, as well as content restricted by the law. Results: Social media posting increased between the 2014 and 2016 samples in both countries. In Finland, the number of posts decreased in 2017. The proportion of posts with content restricted by the 2015 law increased in both countries between the 2014 and 2016 samples. However, in Finland, the amount of restricted content decreased in the 2017 sample, whereas in Sweden it increased, Pearson chi(2)(1) = 29.273, p <.001. The level of user engagement increased in both countries between the 2014 and 2017 samples. Conclusions: The social media regulation in the Finnish 2015 amendment has had an impact on alcohol brands' social media content, but it has not affected marketers' ability to increase consumer engagement. en
dc.format.extent 8
dc.language.iso eng
dc.relation.ispartof Journal of Studies on Alcohol and Drugs
dc.rights en
dc.subject 5141 Sociology en
dc.subject 5142 Social policy en
dc.title Regulating alcohol marketing on social media : outcomes and limitations of marketing restrictions of Finland’s 2015 Alcohol Act en
dc.type Article
dc.identifier.doi https://doi.org/10.15288/jsad.2020.81.39
dc.type.uri info:eu-repo/semantics/other
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