The Perception of Young People Concerning Alcohol Advertising
Evaluating the European Council Recommendation and the Dutch Advertising Code
Master Thesis by Mirja Hondebrink.

Abstract
In the European Union, alcohol advertising directed at young people is controlled by means of guidelines mentioned in the European Council Recommendation. In the Netherlands, the Dutch Advertising Code controls alcohol advertising. The goal of this study was to find out to what extent it is effective to control alcohol advertisements by means of guidelines of the European Council Recommendation on alcohol advertising and the Dutch Advertising Code directed at young people. This study found that young people have a broad knowledge in alcoholic beverages and alcohol advertisements. The results also show that the guidelines of the Council Recommendation and the Dutch Advertising Code were not heavily violated. The perception of young people therefore complies with the Council Recommendation and the Dutch Advertising Code. However, elements that were most appealing to the young people, such as 'humor', 'fun/ good times' and 'dancing/ partying/ celebrating' were not mentioned in the guidelines. Revision of the Council Recommendation and the Dutch Advertising Code is recommended.

Young People Versus Alcohol Advertising (346 kB)

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