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

Show simple item record Lindeman, Mikaela Katainen, Anu Hannele Svensson, Johan Kauppila, Emmi Katariina Hellman, Carin Matilda Emelie 2021-02-01T23:03:28Z 2021-02-01T23:03:28Z 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 .
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.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 unspecified
dc.rights.uri info:eu-repo/semantics/openAccess
dc.subject 5141 Sociology
dc.subject alcohol
dc.subject advertising
dc.subject socil media
dc.subject Sweden
dc.subject marketing
dc.subject Facebook
dc.title Compliance with regulations and codes of conduct at social media accounts of Swedish alcohol brands en
dc.type Article
dc.contributor.organization Staff Services
dc.contributor.organization Social Policy
dc.contributor.organization Department of Social Research (2010-2017)
dc.contributor.organization Sociology
dc.contributor.organization University Management
dc.contributor.organization Centre for Research on Addiction, Control and Governance
dc.description.reviewstatus Peer reviewed
dc.relation.issn 0959-5236
dc.rights.accesslevel openAccess
dc.type.version acceptedVersion

Files in this item

Total number of downloads: Loading...

Files Size Format View
DAR_REVISD_AND_SUBMITTED_27.2.19.pdf 157.6Kb PDF View/Open

This item appears in the following Collection(s)

Show simple item record