ZIM - Report of Monitoring Alcohol Marketing by young people in Estonia, Latvia, Romania, Sweden, Poland and Ukraine.

 

Zoom in Media Project was a very ambitious project, it was not only to gather research results, it was also educate young people about the effects of alcohol marketing on drinking behavior and national regulations on alcohol marketing, in letting the research be conducted by young people (in some cases inexperienced in the field of research). Looking back the aims were partially achieved:  This report and the national report give a snapshot of the various ways that young people encounter alcohol advertising in their daily lives; it has focused the participants’ attention on the subject of alcohol marketing and its effects, as well as the national regulations; in various phases of the project it became apparent that the goal of acquainting young people with research through this project, however amendable, was not conducive to maintaining the quality of the research tools and dataset that was required for serious scientific analysis. Concluding we can say that Zoom in Media was a partly successful project in which young people have learned a lot and have more than made up any lack of research skills with enthusiasm and vigor.

Unfortunately only 274 respondents filled in their background information and their attitudes toward advertisements. Therefore this information is not representative for the youth out of Estonia, Latvia, Romania, Sweden, Poland, and Ukraine, but gives some small insights in some of the respondents’ thoughts. Luckily more advertisements were monitored, but also the sample of 904 advertisements monitored is not representative of the advertisements in the Zoom-in Media countries to which youth as a whole are exposed to. Secondly errors were made in translating the surveys, which resulted in certain questions becoming unusable in a number of countries.

We have no information about the recruiting of the students in the different countries. This may well be done differently in every country, which has a substantial impact on the results of the research. Because the recruiting was coordinated by different national country coordinators, there was no fixed plan for the recruiting of the students.

Additionally, the monitoring was not rigidly structured, the young people that participated were instructed to collect the materials as they came across them in their everyday life. However it may well be possible that a number of respondents did not actually (or not only) do this, but also took their smartphone out as they sat behind a computer to quickly gather some more (online) advertisements. This may be another explanation for the high number of collected online alcohol advertisements, aside from the aggressive pervasiveness of online alcohol advertising.

 

To read all the result please download a file attached.