ABSTRACT
OBJECTIVE: Since November 2019, Ireland has restricted alcohol advertising at the cinema and outdoors (e.g., near schools), and banned alcohol advertising on public transport. Although awareness of such advertising had decreased one year after the restrictions, measures to limit COVID-19 transmission complicated interpretation. We examine: (1) changes in awareness two years post-restrictions, when COVID-19 mitigation measures had eased; and (2) how changes in Ireland compare to Northern Ireland, where the restrictions do not apply. METHOD: Repeat cross-sectional surveys of adults recruited from non-probability online panels, with three waves in Ireland (October 2019 [pre-restrictions] and October 2020/2021 [post-restrictions]; n=3,029) and two in Northern Ireland (October 2020/2021; n=1,011). Participants self-reported past-month awareness of 13 alcohol marketing activities, including public transport, cinema, and outdoor advertising (coded: Any past-month awareness/No awareness/Not sure). RESULTS: In Ireland, the odds of reporting no past-month awareness (vs. any) were higher in 2021 and 2020 versus 2019 for all restricted advertising activities (e.g., 2021 vs. 2019 for public transport: ORAdj=1.88, 95% CI: 1.53-2.32). Interactions between wave and jurisdiction indicated that in 2021, compared to 2020, the odds of reporting no past-month awareness of public transport and cinema advertising (vs. any) were higher in Ireland than Northern Ireland, despite increased opportunities for exposure in both jurisdictions through eased pandemic mitigation measures. There was no interaction for outdoor advertising, suggesting between-wave trends did not differ by jurisdiction. CONCLUSIONS: Ireland's restrictions have reduced past-month awareness of alcohol advertising at the cinema and on public transport, but not outdoors. Continued monitoring is required.
ABSTRACT
BACKGROUND: The Republic of Ireland is introducing new controls on alcohol marketing, starting in November 2019 with restrictions on some outdoor and cinema advertising, and a ban on public transport advertising. We examined changes in marketing awareness one year after initial implementation and during the COVID-19 pandemic. METHODS: Repeat online cross-sectional surveys with adults in Ireland conducted October 2019 (n = 1,007) and October 2020 (n = 1,020). Participants self-reported past-month awareness of alcohol marketing and completed the Alcohol Use Disorders Identification Test-Concise (AUDIT-C). Current drinkers were categorised as those reporting heavy episodic drinking at least monthly and higher-risk drinkers (≥5 AUDIT-C). RESULTS: In both waves, most participants recalled some marketing awareness (94.1% vs. 93.8%). For 9/13 activities measured in both waves, there were decreases in the proportion reporting any awareness and frequency of awareness, including for the newly restricted activities. For example, any awareness of public transport advertising decreased between waves (ORAdj = 0.66, 95%CI: 0.53-0.81). In both waves, higher past-month awareness was associated with at least monthly heavy episodic drinking and higher-risk consumption. CONCLUSION: We recommend a precautionary interpretation. It is plausible that both Ireland's initial controls and COVID-19 restrictions contributed to decreases in awareness, but longer-term evaluation is required to determine relative contribution.