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The National Prevention Agreement (NPA) addresses alcohol marketing targeted at young people. Dialogic, together with Breuer & Intraval and Het Media Loket, conducted research on the reach and influence of alcohol marketing on young people.
In 2020, a baseline measurement was carried out focusing on the top 5 locations: supermarkets, television, hospitality sector, cinemas, and social media. A recent impact assessment was done for the social media component to evaluate whether the actions outlined in the NPA have contributed to a further decrease in the exposure of under 18s to alcohol marketing on social media. In this impact assessment, we found that 12 to 17 year olds on social media are still being exposed to alcohol marketing via under 18 accounts, mainly through non-sponsored alcohol advertisements shown by influencers. The proportion of sponsored alcohol ads has significantly decreased since the baseline measurement, particularly on YouTube. However, the use of over 18 accounts by young people remains a concern.
Download the report here. For more information, contact Jessica Kats.