University of Helsinki
Exposure of minors to alcohol advertising on linear and non-linear audio-visual media services and other online services, including a content analysis is the name of a new EU project lead by Ecorys.
CEACG researchers partake together with the THL in a part of the study concerned with the development of a grid for deciding whether the contents of the advertising are in line with the provisions of the Audiovisual Media Services Directive (AVMSD) or whether minors could be claimed to be specifically targeted. The grid is developed on the basis of the AVMSD, and on the existing literature on marketing, communication and youth drinking. Both televised and online alcohol advertisements were gathered from 9 European countries and coded according to our grid.
The project is ongoing in the year of 2015 and its main responsible researcher in Finland is Anu Katainen (CEACG; University of Helsinki)
Project group: Matilda Hellman (CEACG), Janne Seppänen (Tampere), Anneli Milen (THL)