Study on the exposure of minors to alcohol advertising on linear and non-linear audio-visual media services and other online services, including a content analysis : executive summary (EN)

The first report on the application of the Audiovisual Media Services Directive (AVMSD) was published on 4 May 2012. This report indicated that, with regard to alcohol advertising, further investigations were necessary to assess, amongst other things, the exposure of minors to commercial communications for alcoholic beverages. Against this background, the purpose of this study was to answer three research questions: 1. How much alcohol advertising does an average minor watching linear audio-visual media services (i.e. television broadcasting) in the European Union (EU) see? 2. How much alcohol advertising does an average minor see on non-linear audio-visual media services (i.e. on-demand audio-visual media services) and other online services in the EU? 3. For audio-visual media services (both linear and non-linear) and other online services, what type of alcohol advertising does an average minor see in the EU? Are minors specifically targeted by alcohol advertising? In how far is alcohol advertising appealing to minors and how? In particular, in how far do the provisions of the AVMSD and their application afford the required level of protection?