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The perception of young people concerning alcohol advertising : evaluating the European Council Recommendation and the Dutch Advertising Code

Hondebrik, M. (2006) The perception of young people concerning alcohol advertising : evaluating the European Council Recommendation and the Dutch Advertising Code.

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Abstract:Many young people are experiencing the consequences of drinking too much, at too early an age. Research has shown that media and advertisements are significant predictors of underage drinking behavior (Gentile et al., 2001 and Martin et al., 2002). In a recommendation on the drinking of alcohol by young people, the European Council states among others, that member states should ensure that alcoholic beverages are not designed or promoted to appeal to young people ("Council Recommendation of 5 June 2001 on the drinking of alcohol by young people, in particular children and adolescents" 2001/458/EC). However, this recommendation has not been evaluated. The goal of this study was to investigate to what extent it is effective to control alcohol advertisements by means of guidelines of the European Council Recommendation on alcohol advertising and Dutch Advertising Code directed at young people.
Item Type:Essay (Bachelor)
Clients:
Stichting Alcohol Preventie
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/56942
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