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The National Prevention Agreement (NPA) addresses alcohol marketing towards 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 conducted focusing on the top 5 locations: supermarkets, television, hospitality industry, cinemas, and social media. A recent impact assessment was carried out for the social media component, to evaluate whether the agreed actions from the NPA have contributed to further reducing the reach of under 18-year-olds via social media due to alcohol marketing. In this impact assessment, we conclude that 12 to 17-year-olds on social media are still being exposed to alcohol marketing through 18+ accounts. However, young people mainly saw non-sponsored alcohol advertisements through influencers. The share of sponsored alcohol advertisements has significantly decreased since the baseline measurement, primarily on YouTube. The use of 18+ accounts by young people remains an area of concern.
Download the report here. Want to know more? Ask Jessica Kats.