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

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dc.contributor University of Helsinki, Staff Services en
dc.contributor University of Helsinki, Centre for Research on Addiction, Control and Governance en
dc.contributor University of Helsinki, Sociology en
dc.contributor.author Lindeman, Mikaela
dc.contributor.author Katainen, Anu Hannele
dc.contributor.author Svensson, Johan
dc.contributor.author Kauppila, Emmi Katariina
dc.contributor.author Hellman, Carin Matilda Emelie
dc.date.accessioned 2021-02-01T23:03:28Z
dc.date.available 2021-02-01T23:03:28Z
dc.date.issued 2019-05
dc.identifier.citation Lindeman , M , Katainen , A H , Svensson , J , Kauppila , E K & Hellman , C M E 2019 , ' Compliance with regulations and codes of conduct at social media accounts of Swedish alcohol brands ' , Drug and Alcohol Review , vol. 38 , no. 4 , pp. 386-390 . https://doi.org/10.1111/dar.12928 en
dc.identifier.issn 0959-5236
dc.identifier.other PURE: 123467972
dc.identifier.other PURE UUID: 0fc9c082-9b3c-4db6-b1b2-4f0147bf35e5
dc.identifier.other Scopus: 85064014109
dc.identifier.other WOS: 000467460500008
dc.identifier.other ORCID: /0000-0001-8884-8601/work/89117750
dc.identifier.uri http://hdl.handle.net/10138/325629
dc.description.abstract 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. en
dc.format.extent 5
dc.language.iso eng
dc.relation.ispartof Drug and Alcohol Review
dc.rights en
dc.subject 5141 Sociology en
dc.subject alcohol en
dc.subject advertising en
dc.subject socil media en
dc.subject Sweden en
dc.subject marketing en
dc.subject Facebook en
dc.title Compliance with regulations and codes of conduct at social media accounts of Swedish alcohol brands en
dc.type Article
dc.description.version Peer reviewed
dc.identifier.doi https://doi.org/10.1111/dar.12928
dc.type.uri info:eu-repo/semantics/other
dc.type.uri info:eu-repo/semantics/acceptedVersion
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