An audit of alcohol brand websites.

Abstract:

INTRODUCTION AND AIMS:The study investigated the nature and content of alcohol brand websites in the UK. DESIGN AND METHODS:The research involved an audit of the websites of the 10 leading alcohol brands by sales in the UK across four categories: lager, spirits, Flavoured Alcoholic Beverages and cider/perry. Each site was visited twice over a 1-month period with site features and content recorded using a pro-forma. The content of websites was then reviewed against the regulatory codes governing broadcast advertising of alcohol. RESULTS:It was found that 27 of 40 leading alcohol brands had a dedicated website. Sites featured sophisticated content, including sports and music sections, games, downloads and competitions. Case studies of two brand websites demonstrate the range of content features on such sites. A review of the application of regulatory codes covering traditional advertising found some content may breach the codes. DISCUSSION AND CONCLUSIONS:Study findings illustrate the sophisticated range of content accessible on alcohol brand websites. When applying regulatory codes covering traditional alcohol marketing channels it is apparent that some content on alcohol brand websites would breach the codes. This suggests the regulation of alcohol brand websites may be an issue requiring attention from policymakers. Further research in this area would help inform this process.

journal_name

Drug Alcohol Rev

journal_title

Drug and alcohol review

authors

Gordon R

doi

10.1111/j.1465-3362.2010.00257.x

subject

Has Abstract

pub_date

2011-11-01 00:00:00

pages

638-44

issue

6

eissn

0959-5236

issn

1465-3362

journal_volume

30

pub_type

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