Alcohol Advertising Regulation for the Adult Population: An Analysis of Distilled Spirits Radio Endorsements in Spain

Abstract

Objective : Restrictions on high alcohol beverages advertising aim to prevent consumption in young people, and alcohol misuse in adults. The main objective of this research is to analyze the presence of distilled spirits mentions and its compliance with the legislation in relation to the minor protection time slot, factors associated to drinking and encouraging excessive consumption. Method : This empirical work conducts a content analysis of all spirits mentions broadcast throughout 2017 on news/talk radio stations targeted an adult audience. The final corpus is composed of 355 radio mentions. Results : Results show that special protection time slot for minors is disregarded in 91.8% of cases. Therefore, radio personalities encourage immoderate consumption in 76.6% of the analyzed mentions, and associate alcohol consumption with improved physical performance, social success, or health in 42.3% of cases. Conclusions : This work reveals the shortcomings of the public administration in the control and monitoring of spirits mentions in the radio medium, in a context where the adult population is unprotected against messages which, frequently, encourage excessive consumption and associate it with positive and gratifying values. On the other hand, violation-related fines are not corrective against repeated advertisers' irresponsible behaviors.