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• W2557659849 abstract "Our paper reviewing alcohol marketing through digital media 1 concluded with some suggestions for further research to aid public health policy formation. We suggested a need for better identification of the effects of digital marketing on policy-relevant population subgroups, the need to consider time-lagged and cumulative effects and the impact of different forms of marketing restrictions and controls on subsequent patterns of consumption and harm. In their letter, Carah & Meurk 2 provide a further line of enquiry: namely, how brand owners use different methods of engagement with potential consumers through digital media which, in turn, raises the need for an expanded set of metrics to reflect the extent to which a media user may become engaged with the marketing, including the length of time of engagement, the patterns of response to the content and the forwarding and recommending of content to friends. This is a valuable insight, as it highlights both the inadequacy of simple exposure metrics, and also the inadequacy of public health responses. While we question whether measures of engagement should replace measures of exposure (after all, there is no engagement without the occurrence of some degree of exposure), we accept that measures of exposure on their own can only be a simplified proxy for a more nuanced set of metrics to describe the effectiveness of marketing communications. A parallel point was made in the World Health Organization's Set of Recommendations on the Marketing of Foods and Non-Alcoholic Beverages to Children 3, which identified the effectiveness of marketing messages in terms of both exposure (including reach and frequency) and what was termed ‘power’ (relating to content, design and execution). In the WHO Recommendations, the power component was assumed to be an integral part of the original marketing communication, but in the present discussion we could perhaps extend this to include the media user's active response to the message: their engagement. Assuming that we can develop a better, more nuanced set of metrics to measure alcohol marketing, as Carah & Meurk suggest, and that these can show even more conclusively that such marketing is having an impact upon alcohol consumption and on harm, we are still faced with the second problem: are we able to improve the adequacy of the public health response? A few countries have recognized explicitly that brand-run social media sites—including consumer-created content such as comments and photographs—fall within the responsibility of alcohol marketers according to the alcohol industry's codes of marketing. Having this principle accepted universally may be one important step forward, and the step could be taken without the need to specify the nature of the engagement if the initial exposure is restricted sufficiently. Finland recently introduced regulations 4 targeting and restricting alcohol company actions in social media that encourage engagement (including contests, ‘liking’ and ‘sharing’, and user-generated content) that offer a model public health response addressing engagement. Alternatively, Carah & Meurk suggest that regulatory frameworks need to account for the role of the social media platforms (Facebook, Twitter, etc.,) and indeed it may be possible to hold the platform owners more responsible for the branded content they host and make available. Enforcing age restrictions has proved to be difficult, but exploration of stronger age verification technologies may also offer an opportunity for enhancing youth protection. Introducing stronger controls on social media through increased regulation of the content held by platforms, and the access to that content, will require a strong political initiative, applied across multiple jurisdictions. Some form of international code or global convention may be needed, as discussed in the papers by Landon et al. 5 and Mitchell & Casben 6. None." @default.
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• W2557659849 date "2016-11-29" @default.
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• W2557659849 title "Use of digital media for alcohol marketing: Response to Carah & Meurk" @default.
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• W2557659849 doi "https://doi.org/10.1111/add.13632" @default.
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