Je leeftijd staat niet op je voorhoofd, daarom vragen we je legitimatie

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Vijf jaar social media in Reclamecode alcohol

28 November 2016

De alcoholbranche beperkt zichzelf inmiddels 5 jaar ten aanzien van marketinguitingen via social media. Uit onderzoek blijkt dat deze maatregelen jongeren onder de 18 jaar goed beschermen.

Al in 2012 gestart met regels voor social media
Met ingang van 1 januari 2012 is er een artikel opgenomen in de Reclamecode voor Alcoholhoudende dranken waarin de alcoholbranche zichzelf nadrukkelijk beperkingen heeft opgelegd ten aanzien van marketing via social media. Doel daarbij was vooral ervoor te zorgen om zo min mogelijk 18-minners te bereiken. Zelfregulering van alcoholmarketing via social media bestaat dus al bijna 5 jaar.

Alcoholreclame via social media bereikt
R2 Research heeft eerder dit jaar een onderzoek uitgevoerd naar het bereik van alcoholreclame op sociale media. Uitkomst is dat marketinguitingen van alcoholmerken voor 98,5% worden gezien door 18-plussers en dat dus het aantal 18-minners dat wordt bereikt door social media uitingen slechts 1,5% is.
Peter de Wolf, directeur STIVA: ?We zijn blij met deze uitkomsten. Het is een steun in de rug dat de maatregelen die we onszelf 5 jaar geleden hebben opgelegd effectief zijn. Alcoholmarketing ? ook via social media ? is bedoeld voor 18-plussers en we zien nu dat de gemiddelde uiting via social media voor 98,5% bekeken wordt door volwassenen. Dat is een mooie score?.

Om een objectief beeld te schetsen zijn social media uitingen van 9 drankmerken op Facebook, Twitter, Instagram en Pinterest bestudeerd, waarbij per merk/kanaal- combinatie steeds 3 meetmomenten zijn gekozen. De profielen van de eerste 100 reageerders per social media uiting(en) van het merk zijn handmatig bekeken met als doel specifiek in kaart te brengen of deze online berichten aan jongeren onder de 18 jaar zijn getoond. Door deze handmatige check kon zo veel mogelijk informatie (foto?s, profielkenmerken, eigen berichten, vriendenkring, etc.) worden gebruikt om een zo goed mogelijke inschatting te maken van de leeftijd van de reageerders. Dit is het eerste en enige onderzoek waarbij is gekeken naar het daadwerkelijke bereik onder minderjarigen van alcoholmarketing via social media platforms in Nederland.

Jongeren drinken steeds minder

Uit de laatste cijfers van de Nationale Drug Monitor (NDM) blijkt wederom dat scholieren steeds minder alcohol drinken. Zo is het bingedrinken (5 glazen of meer tijdens een gelegenheid) is de afgelopen 12 jaar meer dan gehalveerd van 42% naar 18% onder 12-16 jarigen. De Wolf: ?Gelukkig drinken jongeren in Nederland steeds minder en beginnen ze later met drinken. Toch blijft de beeldvorming dat het niet goed gaat met jongeren en alcohol hardnekkig. Net als de beeldvorming dat reclame via social media het wilde westen is. Gelukkig zien we aan de feiten dat jongeren steeds minder drinken en dat ook alcoholmarketing via social media die mensen bereikt waar het voor bedoeld is, namelijk volwassenen.?

Hieronder vindt u de samenvatting en methodiek van het onderzoek:

Rapportage STIVA social analyse

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