Kato, M., Ishikawa, H., Kiuchi, T., Akiyama, M., Kawamura, Y., Okuhara, T., Ono, N., & Miyawaki, R. (2022). Patterns of alcohol and alcohol-flavoured non-alcoholic beverage advertisements over Japanese free-t-air television networks. BMC Public Health, 22. https://doi.org/10.1186/s12889-022-14276-5

A new study analyses dvertising airtime data from five free-to-air Japanese TV networks in the Greater Tokyo area that aired between 12 August and 3 November 2019, was performed. 

The study found that: 

  • 5215 advertisements for alcoholic beverages and AFNABs aired (1451.75 min)
  • 2303 advertisements (44.2%) were beer, low-malt beer, or beer-taste beverages
  • 277 (5.3%) were whisky
  • 2334 (44.8%) were local alcoholic beverages (shochu and seishu)
  • 301 (5.8%) were AFNAB

On average, more advertisements aired on weekends (67.6 advertisements) than on weekdays (59.3 advertisements) per day. Approximately 30% of advertisements for AFNABs were aired during the time restricted for alcohol advertising, although AFNABs are considered alcohol according to industry guidelines. During the popular television viewing time for young adolescents, about two to three times more advertisements were aired per hour than during the rest of the day, on both weekdays and weekends. 

This shows that The number of alcohol advertisements aired at times when adolescents often watch TV is 2 to 3.2 times higher than that at other times of the day and that regulations are not followed. 

Read the full article in our website at the following link: https://eucam.info/2022/10/13/patterns-of-alcohol-and-alcohol-flavoured-non-alcoholic-beverage-advertisements-over-japanese-free-to-air-television-networks/

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