Alcohol Marketing during the UEFA EURO 2016 Football Tournament: A Frequency Analysis

This study examined the frequency and nature of alcohol marketing references in broadcasts of the 2016 UEFA (Union of European Football Associations) European Championships football tournament in the United Kingdom (UK). Eighteen matches from across the tournament were recorded in full as broadcast...

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Bibliographic Details
Published in:	International journal of environmental research and public health 2017-06, Vol.14 (7), p.704
Main Authors:	Purves, Richard I, Critchlow, Nathan, Stead, Martine, Adams, Jean, Brown, Katherine
Format:	Article
Language:	eng
Subjects:	Adolescent Advertising - legislation & jurisprudence Advertising - statistics & numerical data Alcohol Alcoholic Beverages - economics Alcohols Audiences Beer Brand names Corporate sponsorship Frequency analysis Humans Interactive television Liquor industry Marketing Soccer Soccer - economics Studies Television advertising Tournaments & championships United Kingdom Young Adult Young adults
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Summary:	This study examined the frequency and nature of alcohol marketing references in broadcasts of the 2016 UEFA (Union of European Football Associations) European Championships football tournament in the United Kingdom (UK). Eighteen matches from across the tournament were recorded in full as broadcast in the UK, including all four matches featuring the English national team and all seven featuring the French national team. All visual and verbal references to alcohol marketing were recorded using a tool with high inter-rater reliability. A total of 2213 alcohol marketing references were recorded, an average of 122.94 per broadcast and 0.65 per broadcast minute (0.52 per minute in-play and 0.80 per minute out-of-play). Almost all references were visual (97.5%), with 77.9% occurring around the pitch border. Almost all (90.6%) were indirect references to alcohol brands (e.g., references to well-known slogans), compared to only 9.4% direct references to brands (e.g., brand names). The frequency of references to alcohol marketing was high. Although the overall proportion of direct brand references was low, the high proportion of indirect references demonstrates that alcohol producers were able to circumvent the French national law governing alcohol marketing (the Loi Évin) using indirect "alibi marketing". To ensure the spirit of the Loi Évin regulations are achieved, stricter enforcement may be required to limit exposure to alcohol marketing, particularly for young people.
ISSN:	1660-4601 1661-7827 1660-4601