Article Text
Abstract
Objectives Exposure to alcohol imagery is associated with subsequent alcohol use among young people, and UK broadcasting regulations protect young people from advertising alcohol content in UK television. However, alcohol promotion during sporting events, a significant potential medium of advertising to children, is exempt. We report an analysis and estimate the UK population exposure to, alcohol content, including branding, in UK broadcasts of the 2018 Formula 1 (F1) Championship.
Setting UK.
Participants None. Content analysis of broadcast footage of 21 2018 F1 Championship races on Channel 4, using 1-minute interval coding of any alcohol content, actual or implied use, other related content or branding. Census data and viewing figures were used to estimate gross and per capita alcohol impressions.
Results Alcohol content occurred in all races, in 1613 (56%) 1-minute intervals of race footage and 44 (9%) of intervals across 28% of advertisement breaks. The most prominent content was branding, occurring in 51% of race intervals and 7% of advertisement break intervals, appearing predominantly on billboard advertisements around the track, with the Heineken and Johnnie Walker brands being particularly prominent. The 21 races delivered an estimated 3.9 billion alcohol gross impressions (95% CI 3.6 to 4.3) to the UK population, including 154 million (95% CI 124 to 184) to children, and 3.6 billion alcohol gross impressions of alcohol branding, including 141 million impressions to children. Branding was also shown in race footage from countries where alcohol promotion is prohibited.
Conclusions Alcohol content was highly prevalent in the 2018 F1 Championship broadcasts, delivering millions of alcohol impressions to young viewers. This exposure is likely to represent a significant driver of alcohol consumption among young people.
- epidemiology
- public health
- statistics & research methods
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Footnotes
Contributors AB led the data coding and data analysis and contributed to the manuscript. ET double coded the data to ensure reliability. MO-B supported data analysis. BG-B contributed with interpreting the findings of the study. JB and RLM contributed to drafting the manuscript. All authors read and approved the final manuscript.
Funding This work was supported by the Medical Research Council (grant number MR/K023195/1) and the UK Centre for Tobacco and Alcohol Studies, with core funding from the British Heart Foundation, Cancer Research UK, Economic and Social Research Council and the Department of Health under the auspices of the UK Clinical Research Collaboration. The funders had no role in the study design, data collection and analysis, decision to publish or preparation of the manuscript.
Competing interests None declared.
Patient consent for publication Not required.
Provenance and peer review Not commissioned; externally peer reviewed.
Data availability statement Data are available upon reasonable request. Availability of data and materials: Data and materials are available from the lead author upon reasonable request.