A study found that scenes of celebrities drinking alcohol in TV entertainment programs or liquor pac..

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A study found that scenes of celebrities drinking alcohol in TV entertainment programs or liquor packaging with cute characters are the main factors that increase the willingness of young people in their 20s and 30s to drink. Data photo, irrelevant to the article. [Photo source = Capture the video of “Salty Brother” on YouTube]

A study found that scenes of celebrities drinking alcohol in TV entertainment programs or liquor packaging with cute characters are the main factors that increase the willingness of young people in their 20s and 30s to drink.

According to the “Study on How to Strengthen Liquor Advertising and Liquor Packaging Regulations” report conducted by the Korea Health Communications Association at the request of the Ministry of Health and Welfare on the 13th, 34.4% of the respondents said they were willing to drink after watching the “drinking scene of TV broadcasts.”

Character goods (20.9%) and cute liquor packaging (26.6%) also affected drinking.

In particular, those in their 20s and 30s showed higher intentions to drink than the overall average in all of these items, indicating that younger people are more sensitive to liquor marketing.

The study also pointed out the reality that the liquor industry is expanding its marketing area beyond traditional media such as TVs with strict regulations, crossing the boundaries between online and offline.

Industry practitioners were focusing on advertising using digital platforms and experiential marketing such as pop-up stores. Under the current law, it is interpreted as finding a new breakthrough as regulations are strengthened, such as limited broadcast advertisement time and prohibition of broadcast advertisements with alcohol content of 17 degrees or higher.

In fact, in an in-depth interview (FGI) with consumers in their 20s, pop-up stores, events, posters, and outdoor advertisements were selected as the most impressive mainstream advertisements. They responded that the appearance of celebrities drinking naturally on broadcasts is likely to encourage drinking.

Overseas, regulations are already being strengthened in line with the changing media environment. According to a survey of eight countries, including the United States, the United Kingdom, and Canada, most countries were implementing government and industry self-regulation at the same time, and detailed guidelines were prepared by expanding the scope of advertising to digital marketing.

Based on this analysis of domestic and foreign conditions and public perception surveys, the research team proposed a new guideline for mainstream advertising that specifies existing ambiguous regulations and covers online and offline marketing.

“This guideline will be an important basis for the revision of the law to protect the vulnerable and promote public health in the future,” the report explained.