Unintended messages in online advertising to youth: Illicit drug imagery in a canadian sports marketing campaign

Nathalie Auger, Mark DANIEL, Bärbel Knäuper, Tara Dourian, Marie Raynault

Research output: Contribution to journalArticle

Abstract

Purpose: We assessed the potential for harmful messages in online advertisements targeted to youth, using the example of the Canadian “Light It Up” marketing campaign from a large sports corporation.
Methods: "We undertook a cluster randomized controlled trial of 20 secondary school classes in Montreal, Canada. Classes were randomly allocated to view a “Light It Up” advertisement (n = 205) or a neutral comparison advertisement (n = 192). The main outcome measures were self-reports of illicit drug messages in the advertisements. Results: Of the students, 22.9% reported that the “Light It Up” advertisement contained illicit drug messages compared with 1.0% for the comparison advertisement (relative risk, 22.0; 95% confidence interval, 6.5–74.9). Conclusions: Although meant to promote sports, youth in this study believed that the “Light It Up” advertisement was related to illicit drugs. The campaign illustrates how advertisements may inadvertently market unwanted behaviors to children.
Original languageEnglish
Pages (from-to)429-432
Number of pages4
JournalJournal of Adolescent Health
Volume56
Issue number4
DOIs
Publication statusPublished - 2015
Externally publishedYes

Fingerprint

Imagery (Psychotherapy)
Street Drugs
Marketing
Sports
Light
Child Behavior
Self Report
Canada
Randomized Controlled Trials
Outcome Assessment (Health Care)
Confidence Intervals
Students

Cite this

Auger, Nathalie ; DANIEL, Mark ; Knäuper, Bärbel ; Dourian, Tara ; Raynault, Marie. / Unintended messages in online advertising to youth: Illicit drug imagery in a canadian sports marketing campaign. In: Journal of Adolescent Health. 2015 ; Vol. 56, No. 4. pp. 429-432.
@article{19474ce0421d4c2e84cca7e132049d25,
title = "Unintended messages in online advertising to youth: Illicit drug imagery in a canadian sports marketing campaign",
abstract = "Purpose: We assessed the potential for harmful messages in online advertisements targeted to youth, using the example of the Canadian “Light It Up” marketing campaign from a large sports corporation.Methods: {"}We undertook a cluster randomized controlled trial of 20 secondary school classes in Montreal, Canada. Classes were randomly allocated to view a “Light It Up” advertisement (n = 205) or a neutral comparison advertisement (n = 192). The main outcome measures were self-reports of illicit drug messages in the advertisements. Results: Of the students, 22.9{\%} reported that the “Light It Up” advertisement contained illicit drug messages compared with 1.0{\%} for the comparison advertisement (relative risk, 22.0; 95{\%} confidence interval, 6.5–74.9). Conclusions: Although meant to promote sports, youth in this study believed that the “Light It Up” advertisement was related to illicit drugs. The campaign illustrates how advertisements may inadvertently market unwanted behaviors to children.",
keywords = "Adolescent, Advertisements, Illicit drugs, Internet, Marketing, Sports",
author = "Nathalie Auger and Mark DANIEL and B{\"a}rbel Kn{\"a}uper and Tara Dourian and Marie Raynault",
year = "2015",
doi = "10.1016/j.jadohealth.2014.12.006",
language = "English",
volume = "56",
pages = "429--432",
journal = "Journal of Adolescent Health Care",
issn = "1054-139X",
publisher = "Elsevier USA",
number = "4",

}

Unintended messages in online advertising to youth: Illicit drug imagery in a canadian sports marketing campaign. / Auger, Nathalie; DANIEL, Mark; Knäuper, Bärbel; Dourian, Tara; Raynault, Marie.

In: Journal of Adolescent Health, Vol. 56, No. 4, 2015, p. 429-432.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Unintended messages in online advertising to youth: Illicit drug imagery in a canadian sports marketing campaign

AU - Auger, Nathalie

AU - DANIEL, Mark

AU - Knäuper, Bärbel

AU - Dourian, Tara

AU - Raynault, Marie

PY - 2015

Y1 - 2015

N2 - Purpose: We assessed the potential for harmful messages in online advertisements targeted to youth, using the example of the Canadian “Light It Up” marketing campaign from a large sports corporation.Methods: "We undertook a cluster randomized controlled trial of 20 secondary school classes in Montreal, Canada. Classes were randomly allocated to view a “Light It Up” advertisement (n = 205) or a neutral comparison advertisement (n = 192). The main outcome measures were self-reports of illicit drug messages in the advertisements. Results: Of the students, 22.9% reported that the “Light It Up” advertisement contained illicit drug messages compared with 1.0% for the comparison advertisement (relative risk, 22.0; 95% confidence interval, 6.5–74.9). Conclusions: Although meant to promote sports, youth in this study believed that the “Light It Up” advertisement was related to illicit drugs. The campaign illustrates how advertisements may inadvertently market unwanted behaviors to children.

AB - Purpose: We assessed the potential for harmful messages in online advertisements targeted to youth, using the example of the Canadian “Light It Up” marketing campaign from a large sports corporation.Methods: "We undertook a cluster randomized controlled trial of 20 secondary school classes in Montreal, Canada. Classes were randomly allocated to view a “Light It Up” advertisement (n = 205) or a neutral comparison advertisement (n = 192). The main outcome measures were self-reports of illicit drug messages in the advertisements. Results: Of the students, 22.9% reported that the “Light It Up” advertisement contained illicit drug messages compared with 1.0% for the comparison advertisement (relative risk, 22.0; 95% confidence interval, 6.5–74.9). Conclusions: Although meant to promote sports, youth in this study believed that the “Light It Up” advertisement was related to illicit drugs. The campaign illustrates how advertisements may inadvertently market unwanted behaviors to children.

KW - Adolescent

KW - Advertisements

KW - Illicit drugs

KW - Internet

KW - Marketing

KW - Sports

UR - http://www.scopus.com/inward/record.url?scp=84925299575&partnerID=8YFLogxK

UR - http://www.mendeley.com/research/unintended-messages-online-advertising-youth-illicit-drug-imagery-canadian-sports-marketing-campaign

U2 - 10.1016/j.jadohealth.2014.12.006

DO - 10.1016/j.jadohealth.2014.12.006

M3 - Article

VL - 56

SP - 429

EP - 432

JO - Journal of Adolescent Health Care

JF - Journal of Adolescent Health Care

SN - 1054-139X

IS - 4

ER -