Midstream social marketing intervention to influence retailers’ compliance with the minimum legal drinking age law

Abstract

Purpose Alcohol availability is strongly related to excessive alcohol consumption. This study aims to examine social marketing’s response to concerns about retailers’ noncompliance with the minimum legal drinking age (MLDA) law by proposing and evaluating a social marketing intervention directed at sellers in off-premise stores. Design/methodology/approach The study is based on a non-randomized quasi-experimental design, focusing on an evaluation of the implementation of the “18 rules!” intervention in four cities in Slovenia. Two waves of underage purchase attempts were conducted pre- and post-intervention in 24 off-premise businesses, following a mystery shopping protocol. Findings The initial rate of retailers’ noncompliance with the MLDA law in off-premise establishments was high. After the social marketing intervention, an increase with compliance with the law was observed; the proportion of cashiers selling alcohol to minors after the intervention decreased from 96 to 67 per cent. Qualitative insight suggests an existence of retailers’ dilemma in complying with the MLDA. Research limitations/implications A social marketing approach could contribute to a better understanding of the social working of the MLDA law. Practical implications A social marketing approach could complement the usual enforcement strategies and contribute to a better understanding of the social working of the MLDA law, and encourage deliberate retailers’ compliance with it while developing valuable exchanges among people and stakeholders. Originality/value The paper conceptualizes retailers’ dilemma in complying with the minimal legal drinking age law and offers social marketing response to it. Results of the study show that also solely non-coercive measures have the potential in increasing retailers’ compliance with regulations.

An examination of retailers’ compliance with the minimum legal drinking (purchasing) age law in Slovenia: A quasi-experimental intervention study

“…The questionnaire included ten additional questions that were not analysed for this article. The questionnaire was used and validated in a previous intervention study ( 18 ).…”

“…This intervention was based on the communication part of the Slovene social marketing program 18 Rules! from 2014, which was successful in increasing MLDA compliance ( 18 ). We developed materials to help cashiers improve their understanding of MLDA’s importance and make them recognize the importance of their role in safeguarding young people’s health.…”

“…supermarkets) to check the age of purchasers attempting to buy alcoholic beverages and to refuse sales if purchasers do not meet the minimum age (18 years in Slovenia). While the legal restrictions with regard to alcohol-related behaviours appear to be sound on paper, they are often not accompanied by effective enforcement strategies for encouraging deliberate compliance with the law ( 18 ). Moreover, previous studies have shown that MLDA can be very efficient ( 2 ), especially if law enforcement agencies check MLDA compliance and sanction the offending alcohol sellers more frequently ( 19 , 20 , 21 , 22 , 23 , 24 ).…”

“…However, as the positive effects of increased law enforcement interventions fade over time ( 19 ), such interventions should be performed more than twice per year ( 19 , 21 , 24 ). Since this is often unfeasible ( 24 , 25 ), less repressive interventions for reducing MLDA violations ( 18 , 26 ) – for example, improving the sellers’ understanding of MLDA’s social function – could be more efficient ( 17 ).…”

A qualitative exploration of Thai alcohol policy in regulating availability and access

“…Additionally, since the role of media in Thailand is paramount for societal changes in recent years and has contributed to the increased social awareness in diverse topics. The use of non-coercive measures, besides legal measures, could potentially increase compliance to alcohol regulations among retailers through social marketing intervention (Kamin & Kokole, 2016) and be used as advocacy tool to promote public health and increase public support for health policies (Hilton, Wood, Patterson, & Katikireddi, 2014). The expediency of the media advocacy could be strategically utilised to disseminate public health information, engage the local community's involvement, intensify collaborative works among government agencies and inspire policy development.…”