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France’s Évin Law on the control of alcohol advertising: content, effectiveness and limitations

A study aimed to assess the effectiveness of the 2015 version of the French Évin Law that was implemented in 1991 with the objective of protecting young people from alcohol advertising.

Questions measuring exposure and receptivity to alcohol ads that were introduced for the first time in the 2015 European School Survey Project on Alcohol and Other Drugs provided the study data.

A representative sample of 6,642 tenth to twelfth grade students (mean age 17.3) were interviewed in 198 schools in France by a self administered questionnaire. Information was collected on alcohol advertising exposure in different media (outside billboards, Internet, etc.) and receptivity to recent ads (attractiveness, incentive to drink, etc.).

The study found that the majority of students declared that they had been exposed at least once a month to alcohol ads in supermarkets (73.2%), in movies (66.1%), magazines and newspapers (59.1%), on billboards in streets (54.5%), and on the Internet (54.1%).

Concerning the last recalled ads, 27.8% remembered the beverage type, 18.2% the brand, 13% felt like having a drink after having seen the ad and 19.6% found the ad attractive. Boys ranked significantly higher than girls for all these indicators.

The 2015 version of the French Évin law does not appear effectively to protect young people from exposure to alcohol advertising in France

Source: France’s Évin Law on the control of alcohol advertising: content, effectiveness and limitations, Gallopel Morvan K; Spilka S; Mutatayi C; Rigaud A; Lecas F, Addiction, article early online 18 May 2016.

 

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