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

Author

Listed:
  • 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
    Campbell Family Mental Health Research Institute, Centre for Addiction and Mental Health, 33 Ursula Franklin Street, Toronto, ON M5S 2S1, Canada
    Department of Psychiatry, University of Toronto, 250 College Street, Toronto, ON M5T 1R8, 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
    Department of Preventive Medicine, 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
    Campbell Family Mental Health Research Institute, Centre for Addiction and Mental Health, 33 Ursula Franklin Street, Toronto, ON M5S 2S1, Canada
    Department of Psychiatry, University of Toronto, 250 College Street, Toronto, ON M5T 1R8, Canada
    Dalla Lana School of Public Health, University of Toronto, 155 College Street, Toronto, ON M5T 1P8, Canada)

  • Mindaugas Štelemėkas

    (Health Research Institute, Faculty of Public Health, Lithuanian University of Health Sciences, 47181 Kaunas, Lithuania
    Department of Preventive Medicine, 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
    Campbell Family Mental Health Research Institute, 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)

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.

Suggested Citation

  • Lukas Galkus & Shannon Lange & Vaida Liutkutė-Gumarov & Laura Miščikienė & Janina Petkevičienė & Jürgen Rehm & Mindaugas Štelemėkas & Alexander Tran & Justina Vaitkevičiūtė, 2022. "The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media," IJERPH, MDPI, vol. 19(19), pages 1-14, September.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:19:p:12398-:d:928800
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    References listed on IDEAS

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    1. Laura Miščikienė & Nijolė Goštautaitė Midttun & Lukas Galkus & Gražina Belian & Janina Petkevičienė & Justina Vaitkevičiūtė & Mindaugas Štelemėkas, 2020. "Review of the Lithuanian Alcohol Control Legislation in 1990–2020," IJERPH, MDPI, vol. 17(10), pages 1-16, May.
    2. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    3. Nason Maani Hessari & Adam Bertscher & Nathan Critchlow & Niamh Fitzgerald & Cécile Knai & Martine Stead & Mark Petticrew, 2019. "Recruiting the “Heavy-Using Loyalists of Tomorrow”: An Analysis of the Aims, Effects and Mechanisms of Alcohol Advertising, Based on Advertising Industry Evaluations," IJERPH, MDPI, vol. 16(21), pages 1-17, October.
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    1. Xin, Baogui & Hao, Yaru & Xie, Lei, 2023. "Strategic product showcasing mode of E-commerce live streaming," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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