Exposure to alcohol marketing among 17-year-olds



Tendances n° 135, OFDT, 8 p.
December 2019

In France, despite legal restrictions on authorised media and content, alcohol advertising is subject to significant private investment.

In order to measure exposure to alcohol marketing as perceived by adolescents, the OFDT has developed a set of questions (the French Alcohol Marketing Exposure Scale, FAMES) that can be used in general population surveys among adolescents. Introduced during the 2015 ESPAD survey, this module was revised and then offered to a representative sample of 17-year-olds in the ESCAPAD survey in 2017.

This issue of Tendances reports on the responses of 10 591 girls and boys aged 17 who recalled an advertisement for an alcoholic beverage. It first explores the level of remembrance of the last alcohol advertisement seen or heard by young people, as well as certain factors likely to influence their consumption (attractiveness or incentive, proximity of the product). The issue then looks at the different environments where young people report being exposed to marketing. The comparisons presented illustrate significant statistical differences.

Authors : Carine Mutatayi, Stanislas Spilka

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