The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media

Lukas Galkus (), Shannon Lange, Vaida Liutkutė-Gumarov, Laura Miščikienė, Janina Petkevičienė, Jürgen Rehm, Mindaugas Štelemėkas, Alexander Tran and Justina Vaitkevičiūtė
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Lukas Galkus: Health Research Institute, Faculty of Public Health, Lithuanian University of Health Sciences, 47181 Kaunas, Lithuania
Shannon Lange: Institute for Mental Health Policy Research, Centre for Addiction and Mental Health, 33 Ursula Franklin Street, Toronto, ON M5S 2S1, Canada
Vaida Liutkutė-Gumarov: Health Research Institute, Faculty of Public Health, Lithuanian University of Health Sciences, 47181 Kaunas, Lithuania
Laura Miščikienė: Health Research Institute, Faculty of Public Health, Lithuanian University of Health Sciences, 47181 Kaunas, Lithuania
Janina Petkevičienė: Health Research Institute, Faculty of Public Health, Lithuanian University of Health Sciences, 47181 Kaunas, Lithuania
Jürgen Rehm: Institute for Mental Health Policy Research, Centre for Addiction and Mental Health, 33 Ursula Franklin Street, Toronto, ON M5S 2S1, Canada
Mindaugas Štelemėkas: Health Research Institute, Faculty of Public Health, Lithuanian University of Health Sciences, 47181 Kaunas, Lithuania
Alexander Tran: Institute for Mental Health Policy Research, Centre for Addiction and Mental Health, 33 Ursula Franklin Street, Toronto, ON M5S 2S1, Canada
Justina Vaitkevičiūtė: Health Research Institute, Faculty of Public Health, Lithuanian University of Health Sciences, 47181 Kaunas, Lithuania

IJERPH, 2022, vol. 19, issue 19, 1-14

Abstract: Alcohol advertising exposure is a risk factor for earlier alcohol initiation and higher alcohol consumption. Furthermore, engagement in digital alcohol marketing, such as liking or sharing an ad on social media, is associated with increased alcohol consumption and binge or hazardous drinking behavior. In light of these challenges, Lithuania has enacted a total prohibition on alcohol advertising, including social media. This study monitored the two most popular social media networks, Facebook and Instagram, to determine compliance with current legislation. In total, 64 Facebook and 51 Instagram profiles were examined. During the 60-day study period, 1442 and 749 posts on the selected Facebook and Instagram profiles, respectively, were published. There were a total of 163 distinct social media alcohol-related posts. Alcohol-related posts accounted for 5.9 percent of total Instagram posts and 8.3 percent of total Facebook posts. Alcohol advertisements accounted for 1.4 percent of all posts (infringement of the Alcohol Control Law). Influencers were responsible for nearly half (45.5 percent) of all observed alcohol-related Instagram posts. The study demonstrates high compliance with Lithuania’s total alcohol advertising ban on social media and emphasizes the importance of adequately monitoring the growing prominence of influencers on social media.

Keywords: alcohol advertising; social media; Facebook; Instagram; exposure (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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