The Evin law to regulate alcohol advertising. How effective is it in the case of luxury vs. product-oriented advertisements/packagings?

La loi Evin de régulation du marketing de l’alcool. Quelle efficacité dans le cas de publicités/packagings orientés luxe vs. produit ?

Jacques-François Diouf () and Karine Gallopel-Morvan ()
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Jacques-François Diouf: IGR-IAE Rennes - Institut de Gestion de Rennes - Institut d'Administration des Entreprises - Rennes - UR - Université de Rennes, CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Karine Gallopel-Morvan: EA MOS - EA Management des Organisations de Santé - EHESP - École des Hautes Études en Santé Publique [EHESP] - PRES Sorbonne Paris Cité, EHESP - École des Hautes Études en Santé Publique [EHESP], IDM - Institut du Management - EHESP - École des Hautes Études en Santé Publique [EHESP]

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Abstract: Context: The French Evin law (1991) mandates alcohol ads to present strictly the products' objective qualities. With regard to public health and social marketing, this study calls into question the necessity of such content restriction measures that aim to protect young people from the appeal and desire to drink elicited by alcohol advertising. It also investigates the impact of such health measures on various persuasion variables (beliefs, intentions, etc.).Method: 26 in-depth interviews have been conducted among young people aged 15 to 29, exposed to packagings and ads which content is either product-oriented (neutral and informative, based on the Evin law: PO stimuli) or luxury-oriented (luxury stimuli). Respondents were questioned on various topics such as the attractiveness of the tested stimuli, the desire to purchase the advertised product, etc. The interviews were analysed mainly using manual thematic content analysis and the NVIVO software.Results: The tested persuasion variables are impacted negatively with regard to public health when exposed to luxury stimuli: attention, evocations, perceived quality, attractiveness, perceived image of the consumer, desire to consume the advertised product.Conclusion: These results indicate that alcohol advertising content influences a consumer's motivation to process an ad message and the (cognitive and affective) routes to persuasion. Therefore, content restriction measures (Evin law) appear like an appropriate tool to limit the influence of advertising messages conveyed by the alcohol industry towards young people.

Keywords: Loi Evin; Alcool; Prévention; Marketing social (search for similar items in EconPapers)
Date: 2020
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Published in Journal de gestion et d'économie de la santé, 2020, 3, pp.123-153. ⟨10.3917/jges.203.0123⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03028452

DOI: 10.3917/jges.203.0123

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