References to, possession, and consumption of 40 alcohol brands appear in all episodes viewed

18 June 2019 – A new study in the Journal of Public Health finds that tobacco and alcohol usage are extremely common in British reality television shows, with alcohol references especially frequent in Love Island and Geordie Shore

Researchers from the UK Centre for Tobacco and Alcohol Studies measured depictions of alcohol and tobacco products on Celebrity Big Brother, Made in Chelsea, The Only Way is Essex, Geordie Shore and Love Island, all airing on UK channels for a total of 112 episodes between January and August 2018.

The researchers measured the number of one-minute intervals containing tobacco and/or alcohol imagery, including actual use, implied use, tobacco or alcohol related materials, and product-specific branding, and estimated viewer exposure to the imagery on screen.

They also combined audience viewing figures with mid-year population estimates for 2017 to estimate overall and individual impressions – separate incidents seen – by age group for each of the coded episodes.

Alcohol content appeared in all 112 episodes and in 2,212 one-minute intervals, or 42% of all intervals studied. 18% of intervals included actual alcohol consumption, while 34% featured inferred consumption, predominantly characters holding alcoholic beverages. The greatest number of intervals including any alcohol content occurred in Love Island. Alcohol branding occurred in 1% of intervals and was most prevalent in Geordie Shore (51 intervals, 69% of episodes). 40 brands were identified, the most common being Smirnoff vodka (23 intervals, all but one of which occurred in Geordie Shore).

When all the data were combined with audience viewing figures and population estimates, the researchers estimate that the 112 episodes delivered 4.9 billion overall alcohol impressions to the UK population, including 580 million to children under the age of 16.

‘Recent data shows that 44% of 11-15-year-olds in England have had an alcoholic drink, and 19% have tried smoking. Starting to smoke or drink alcohol at a young age is a strong predictor of dependence and continued use in later life,’ said the study’s lead author, Alexander Barker.

‘Given that seeing alcohol or tobacco imagery in the media promotes use among young people, this study therefore identifies reality television shows as a major potential driver of alcohol and tobacco consumption in young people in the UK.

‘Tighter scheduling rules, such as restricting the amount of content and branding shown in these programmes, could prevent children and adolescents from being exposed to the tobacco and alcohol content.’

Source: Newsletter IAS June 2019

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