The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media
Abstract
:1. Introduction
2. Materials and Methods
2.1. Pilot Phase and Preparation for Data Collection
2.2. Study Phase: Monitoring of Social Media
2.3. Study Phase: Reviewing and Grouping of Social Media Posts
3. Results
4. Discussion
5. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Conflicts of Interest
Appendix A
References
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Adopted | Came Into Effect | Measures Introduced | “+” in Favor of Public Health “-” against Public Health |
---|---|---|---|
18 April 1995 | 26 May 1995 | The first nearly comprehensive ban on alcohol advertising was adopted within the introduction of the Law in 1995. The ban clearly pinpointed the areas for advertisements: locally broadcasted radio and television programs, print media, specialized advertising brochures as well as indirect advertising. However, these measures were not strictly enforced. | + |
2 July 1997 | 16 July 1997 | The Law was further amended to redefine areas of the ban of advertisements. A comprehensive ban was narrowed down. The placement of advertisements was prohibited on national television and radio programs from 3 p.m. to 10 p.m., on weekends and school holidays from 8 a.m. to 10 p.m., on other television and radio programs from 3 p.m. to 8 p.m., and on weekends and school holidays from 8 a.m. to 8 p.m. (excluding beer and wine with alcohol strengths of less than 15%). Outdoor alcohol advertising was permitted.Amendments introduced a ban related to the content of ads: prohibition/restriction advertising targeting children under 18, and false or misleading information about alcoholic beverages. The amendment also detailed what is not permitted in the ad itself. | - |
20 June 2002 | 28 June 2002 | The Law allowed the advertising of alcohol below a volume strength of 22% on television and radio programs. The placement of advertisements on television and radio programs was prohibited from 3 p.m. to 10:30 p.m., and on weekends and school holidays from 8 a.m. to 10:30 p.m. Outdoor advertising was banned for all alcoholic beverages except for wine, beer and cider. | +/- |
1 July 2003 | 16 July 2003 | The display of alcoholic beverages was permitted in nearly all event venues and petrol stations. Trademark logos and names were excluded from the advertisement definition (i.e., permitted to be displayed). | - |
21 June 2007 | 1 January 2008 | Alcohol advertising banned on TV and radio during daytime hours (6 a.m. to 11 p.m.). | + |
18 April 2008 | Did not come into effect. Law was revoked on 6 December 2011 | Amendment to the Law for a comprehensive ban on alcohol advertising from 2012 was passed but not implemented. | |
17 May 2016 | 1 November 2016 | Amendment prohibited organizing games, actions, competitions or lotteries to promote the purchase or use of alcohol, and alcohol was not to be used as a prize, gift or bonus. The promotion of alcohol price reductions was prohibited. | + |
1 June 2017 | 1 January 2018 | A comprehensive ban on alcohol advertising of all forms, including social media, was introduced. | + |
Profiles | |||
---|---|---|---|
Category | Instagram * | Total | |
Grocery retailers | 10 | 7 | 17 |
Specialized liquor stores | 3 | 3 | 6 |
Shopping malls | 10 | 7 | 17 |
Alcohol producers | 23 | 16 | 39 |
Social media influencers | 18 | 18 | 36 |
Total | 64 | 51 | 115 |
Weekday | Total n (%) | Total Alcohol-Related n (%) | Category 1 (Alcoholic Beverage Ad) n (%) | Category 2 (Zero-Alcohol Beverage Ad) n (%) | Category 3 (Grey Zone) n (%) |
---|---|---|---|---|---|
Facebook posts | |||||
Monday | 185 (12.8) | 20 (16.8) | 1 (5.0) | 10 (40.0) | 9 (12.2) |
Tuesday | 258 (17.9) | 15 (12.6) | 1 (5.0) | 4 (16.0) | 10 (13.5) |
Wednesday | 236 (16.4) | 28 (23.5) | 5 (25.0) | 6 (24.0) | 17 (23.0) |
Thursday | 249 (17.3) | 28 (23.5) | 6 (30.0) | 2 (8.0) | 20 (27.0) |
Friday | 267 (18.5) | 19 (16.0) | 5 (25.0) | 1 (4.0) | 13 (17.6) |
Saturday | 137 (9.5) | 3 (2.5) | 1 (5.0) | 1 (4.0) | 1 (1.4) |
Sunday | 110 (7.6) | 6 (5.0) | 1 (5.0) | 1 (4.0) | 4 (5.4) |
Total | 1 442 (100) | 119 (100) | 20 (100) | 25 (100) | 74 (100) |
Instagram posts | |||||
Monday | 107 (14.3) | 5 (11.4) | 0 (0.0) | 0 (0.0) | 5 (15.2) |
Tuesday | 99 (13.2) | 11 (25.0) | 4 (40.0) | 0 (0.0) | 7 (21.2) |
Wednesday | 131 (17.5) | 6 (13.6) | 0 (0.0) | 0 (0.0) | 6 (18.2) |
Thursday | 130 (17.4) | 9 (20.5) | 2 (20.0) | 1 (100.0) | 6 (18.2) |
Friday | 118 (15.8) | 5 (11.4) | 1 (10.0) | 0 (0.0) | 4 (12.1) |
Saturday | 77 (10.3) | 4 (9.1) | 2 (20.0) | 0 (0.0) | 2 (6.1) |
Sunday | 87 (11.6) | 4 (9.1) | 1 (10.0) | 0 (0.0) | 3 (9.1) |
Total | 749 (100) | 44 (100) | 10 (100) | 1 (100) | 33 (100) |
Facebook and Instagram posts | |||||
Total | 2 191 (100) | 163 (7.4) | 30 (1.4) | 26 (1.2) | 107 (4.8) |
Category of Social Media Profile | Number of Posts n (%) | Number of Alcohol-Related Posts n (%) | The Proportion of Alcohol-Related Posts from Total Published Posts (% of Total) | Category | ||
---|---|---|---|---|---|---|
Category 1 (Alcoholic Beverage Ad) Posts n (%) | Category 2 (Zero-Alcohol Beverage Ad) Posts n (%) | Category 3 (Grey Zone) p n (%) | ||||
Facebook posts | ||||||
Grocery retailers | 464 (32.2) | 24 (20.2) | 5.2 | 0 | 12 (48.0) | 12 (16.2) |
Specialized liquor stores | 44 (3.1) | 13 (10.9) | 29.5 | 2 (10.0) | 7 (28.0) | 4 (5.4) |
Shopping malls | 282 (19.5) | 14 (11.9) | 5.0 | 0 | 6 (24.0) | 8 (10.8) |
Alcohol producers | 158 (11.0) | 60 (51.3) | 38.6 | 17 (85.0) | 0 | 43 (58.1) |
Influencers | 494 (34.2) | 8 (6.7) | 1.6 | 1 (5.0) | 0 | 7 (9.5) |
Total | 1442 (100) | 119 (100) | 8.3 | 20 (100) | 25 (100) | 74 (100) |
Instagram posts | ||||||
Grocery retailers | 123 (16.4) | 0 | 0 | 0 | 0 | 0 |
Specialized liquor stores | 12 (1.6) | 0 | 0 | 0 | 0 | 0 |
Shopping malls | 44 (5.9) | 1 (2.3) | 2.3 | 0 | 0 | 1 (2.9) |
Alcohol producers | 63 (8.4) | 23 (52.3) | 36.5 | 9 (90.0) | 1 (100.0) | 13 (38.2) |
Influencers | 507 (67.7) | 20 (45.5) | 3.9 | 1 (10.0) | 0 | 19 (58.9) |
Total | 749 (100) | 44 (100) | 6 | 10 (100) | 1 (100) | 33 (100) |
Category of Alcohol-Related Post | ‘Likes’ (n) | ‘Comments’ (n) | ‘Shares’ (n) | ||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Min | Max | Percentiles | Min | Max | Percentiles | Min | Max | Percentiles | |||||||
25 | 50 | 75 | 25 | 50 | 75 | 25 | 50 | 75 | |||||||
Category 1 (Alcoholic beverage ad) | 0 | 702 | 6 | 29 | 63 | 0 | 31 | 0 | 1 | 6 | 0 | 11 | 0 | 1 | 3 |
Category 2 (Zero-alcohol beverage ad) | 0 | 1263 | 0 | 143 | 346 | 0 | 1800 | 0 | 180 | 356 | 0 | 588 | 0 | 123 | 285 |
Category 3 (Grey zone) | 0 | 1713 | 8 | 25 | 61 | 0 | 368 | 0 | 0 | 1 | 0 | 250 | 0 | 0 | 3 |
Total | 0 | 1713 | 5 | 25 | 100 | 0 | 1800 | 0 | 0 | 6 | 0 | 588 | 0 | 1 | 7 |
Total Alcohol-Related Stories Count n (%) | Category 1 (Alcoholic Beverage Ad) Count n (%) | Category 2 (Zero-Alcohol Beverage Ad) Count n (%) | Category 3 (Grey Zone) Count n (%) | |
---|---|---|---|---|
Grocery retailers | 1 (0.8) | 0 | 1 (14.3) | 0 |
Specialized liquor stores | 3 (2.5) | 1 (9.1) | 1 (14.3) | 1 (1.0) |
Shopping malls | 1 (0.8) | 0 | 0 | 1 (1.0) |
Alcohol producers | 14 (11.6) | 9 (81.8) | 0 | 5 (4.9) |
Influencers | 102 (84.3) | 1 (9.1) | 5 (71.4) | 96 (93.1) |
Total | 121 (100) | 11 (100) | 7 (100) | 103 (100) |
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Galkus, L.; Lange, S.; Liutkutė-Gumarov, V.; Miščikienė, L.; Petkevičienė, J.; Rehm, J.; Štelemėkas, M.; Tran, A.; Vaitkevičiūtė, J. The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media. Int. J. Environ. Res. Public Health 2022, 19, 12398. https://doi.org/10.3390/ijerph191912398
Galkus L, Lange S, Liutkutė-Gumarov V, Miščikienė L, Petkevičienė J, Rehm J, Štelemėkas M, Tran A, Vaitkevičiūtė J. The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media. International Journal of Environmental Research and Public Health. 2022; 19(19):12398. https://doi.org/10.3390/ijerph191912398
Chicago/Turabian StyleGalkus, Lukas, Shannon Lange, Vaida Liutkutė-Gumarov, Laura Miščikienė, Janina Petkevičienė, Jürgen Rehm, Mindaugas Štelemėkas, Alexander Tran, and Justina Vaitkevičiūtė. 2022. "The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media" International Journal of Environmental Research and Public Health 19, no. 19: 12398. https://doi.org/10.3390/ijerph191912398