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In the National Prevention Agreement - a comprehensive package of measures that collectively contribute to making the Netherlands healthier - ambitions and objectives are formulated in the areas of smoking, overweight, and problematic alcohol use. For problematic alcohol use, one of the focal points is the marketing of alcoholic beverages. There is particular attention to the extent to which young people are reached by or exposed to forms of alcohol marketing, particularly on social media platforms such as Facebook, YouTube, and Instagram, which are widely used for alcohol marketing and have a large reach, including among those under 18 years of age.
Breuer&Intraval, Het Medialoket, and Dialogic collaborated on monitoring progress regarding the knowledge questions from the National Prevention Agreement. Dialogic focused on the social media monitor, employing various innovative methods such as machine learning and avatars.
State Secretary Blokhuis sent the report to the House of Representatives on 13 November 2020. You can read the relevant parliamentary letter here. Following this, Het Medialoket posted a blog post on Mediaonderzoek.nl.
The initial assessment in 2020 focused on the top 5 locations: supermarkets, television, hospitality industry, cinemas, and social media. An impact assessment was conducted in 2022 specifically for the social media component to assess whether the agreed actions from the National Prevention Agreement have contributed to further reducing the reach of under 18s via social media due to alcohol marketing. In this impact assessment, we found that 12 to 17-year-olds on social media accounts intended for those aged 18 and above are still exposed to alcohol marketing. However, they primarily encountered non-sponsored alcohol advertisements through influencers. The share of sponsored alcohol advertisements has significantly decreased since the initial assessment, particularly on YouTube. The use of accounts for those aged 18 and above by young people remains an area of concern.
The impact assessment was presented to the House of Representatives on 22 November 2022.
