Forschungsergebnisse
30.10.2004
Quelle: |
STAP (National Foundation for Alcohol Prevention), Ravellaan 88
|
Verfasser |
The Radboud University Nijmegen |
Thema: |
Alcohol Advertising on Internet / Alkoholwerbung im Internet |
Source/Quelle:
Vriends, C (2004) Geniet, maar surf met mate. Een onderzoek naar de
aantrekkelijkheid van alcoholreclame op het internet
voor jongeren tussen de 12 en 17 jaar. (Enjoy, but surf with moderation. A study of the attractiveness of
alcohol advertisements on Internet to young people between 12 and 17 years old)
Radboud University Nijmegen, department of Communication Sciences. Publication:
STAP, Utrecht.
Deutsche Zusammenfassung nach dem englischen Text
Websites Palmbier, Bacardi and Flügel
encourage use of alcohol
Research shows:
advertising websites with photo galleries, games, top 40 pop music and popular
language are attractive to underage consumers.
Utrecht
- 29 /10 / 2004
Websites of certain alcoholic drinks can encourage alcohol consumption among young people. That is the conclusion drawn on the basis of a unique study by the Radboud University Nijmegen. After visiting these websites, young people ranging from 12 to 17 years of age state they want to try these drinks. Websites offering a photo gallery, games top 40 pop music and using popular language turn out to be the most attractive. The websites of Palmbier, Bacardi (hard liquor), Bacardi Breezer and Flügel embody these characteristics. The study by the Radboud University was conducted on commission of STAP (Stichting Alcoholpreventie; National Foundation for Alcohol Prevention).
Study
of the influence of alcoholic beverage websites on young people
aged
12 to 17
The
researchers studied what influence websites advertising for alcoholic drinks
have on opinions about alcohol and the intention to use alcohol. Another
objective was to determine scientifically which characteristics make websites
attractive to young people.
The study involved a survey questioning 327 school-going young people aged 12 to
17 years old. Divided in two groups (a research group and a control group), each
of them visited four different websites.
Eight Dutch websites were studied: Palm (beer), Bacardi (hard liquor), Bacardi
Breezer, Flügel (shooter), Gulpener (beer), Duvel (beer), Bols and Hertog
Jan(beer). The first four sites were found to contain elements attractive to
young people, the latter four did not. The regulations for alcohol producers
require that alcohol advertisements not be targeted specifically at underage
consumers (Reclamecode voor Alcoholhoudende Drank; Advertising Code for
Alcoholic Beverages).
The results of the study are representative for young people in this age group
in the Netherlands.
Photo Gallery, Language use, computer
games and top 40 music
The research shows that four characteristics of the eight analyzed websites
make the sites attractive to young people. These are:
-The
presence of a photo gallery: during promotional campaigns for alcoholic
beverages, photos are taken of young people and these are displayed on the
website of the promoted beverage brand.
-Language targeted at young people (first-name terms, use of English buzz words).
-The possibility to play games and enter competitions.
-The possibility to download top 40 songs.
Chat box and age warning
The presence of chat boxes and information about films and sports did not score
as high with the studied age group. The study showed that the presence of an age
warning does not restrain the under aged from visiting websites promoting
alcoholic beverages; 70% stated they ignored such warnings.
Visits to websites with alcohol
advertisements lead to appetite for alcoholic beverages
The Radbout University research furthermore showed that attitudes towards
the use of alcohol among young
people between 12 and 17 who visit websites attractive to their age group
promoting alcoholic beverages became more positive, especially concerning the
promoted brand. After visting the Palm, Bacardi, Bacardi Breezer and Flügel
websites; they also stated that they wanted to try these beverages. These
results were compared to those produced by visits to less attractive websites by
the control group.
The study revealed that 6% of young people between 12 and 17 years old have
already seen the Bacardi Breezer website, and 7% have seen the Flügel website.
Based on CBS (Statitics Netherlands) statistics, it can therefore be concluded
that respectively 72.000 and 84.000 underage
youngsters have at one time or another visited these websites.
STAP argues for regulation of alcohol
promotion on Internet
According to the Advertising Code for Alcoholic Beverages (RVA), a voluntary
behavior code formulated by the alcohol trade, advertisements for alcoholic
drinks may not be targeted specifically at young, underage persons. Campaigns
that turn out to be attractive to young people, but with respect to which the
advertiser states that they are not purposefully targeting young people, are
allowed according to the RVA.
Based on the study by the Radboud University, STAP argues that internet
campaigns containing one or more of the characteristics which are explicitly
attractive to young people should be banned.
Deutsche Zusammenfassung 
engl.
Text
Die Webseiten
Palmbier, Bacardi and Flügel ermutigen zum Alkoholkonsum
Untersuchung
zeigt: Werbende Webseiten mit Photo Gallerien, Spielen, Top 40 pop music und
lässiger Sprache sind attraktiv für minderjährige Konsumenten.
Utrecht - 29 /10 / 2004
Eine
Untersuchung der Radboud Universität Nijmegen lässt schliessen, dass Webseiten
gewisser alkoholischer Getränke Jugendliche zum Alkoholkonsum ermutigen
können. Nach dem Besuch dieser Webseiten gaben Jugendliche im Alter von 12 bis
17 Jahren an, dass sie diese Drinks probieren wollten. Als attraktivste
Webseiten erwiesen sich solche, die eine Photo-Gallerie, Spiele, Top 40 Pop
Musik und eine volksnahe Sprache aufwiesen. Die
Webseiten von Palmbier, Bacardi (hard liquor), Bacardi Breezer and
Flügel enthalten
diese Charakteristika.
Die Studie enthielt eine Befragung von 327 Schülern/innen zwischen 12 und 17 Jahren. Aufgeteilt in zwei Gruppen (Studiengruppe und Kontrollgruppe) besuchte jede Gruppe vier verschiedene Webseiten.
Die Studie zeigte, dass das Vorhandensein von Alterswarnungen die Minderjährigen nicht vom Besuch der Webseiten abhielt, die für alkoholische Getränke warben. 7% sagten, dass sie solche Warnungen ignorierten.
Die Studie zeigte auch, dass 6% der Jugendlichen zwischen 12 und 17 Jahren bereits die Bacardi Breezer Webseite und 7% die Flügel Webseite gesehen hatten. Aufgrund der CBS (Statitics Netherlands) Statistik, kann deshalb geschlossen werden, dass 72.000 respektive 84.000 Minderjährige irgendwann diese Webseiten gesehen haben.
STAP
argumentiert
für die Regulierung der Alkoholwerbung im Internet
Gemäss des Werbe-Codes für
alkoholische Getränke (RVA), eines freiwilligen Verhaltenskodex der
Alkoholindustrie, darf Alkoholwerbung nicht speziell an junge, minderjährige
Personen gerichtet sein. Kampagnen, die sich als attraktiv für
Jugendliche erweisen, aber bei denen die Werber betonen, dass sie nicht
absichtlich auf Jugendliche abzielen, sind nach den Richtlinien des RVA
gestattet.
Gestützt auf die Studie der Radboud Universität, argumertiert STAP,
dass Internet-Kampagnen, die eine oder mehrere dieser für Jugendliche
attraktiven Charakteristika enthalten, verboten werden sollten.
(Übersetzung H.T. Meyer)
For information:
STAP
(National Foundation for Alcohol Prevention)
Dhr. ir. W.E. van Dalen, director
Telephone 00 31 30 6565041
e-mail: stap@alcoholpreventie.nl
www.alcoholpreventie.nl
www.alcoholreclame.nl
www.alcoholenopvoeding.nl
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