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Most of Australia's 70 most influential people in Australia are under the influence of the alcohol industry, with nearly three-quarters of companies posting alcoholic beverages in their accounts over the past year.
However, a study released Tuesday by VicHealth revealed that only a quarter of these endorsements fully revealed that it was a collaboration in favor of alcohol with a brand. Influential personalities ranged from reality TV personalities to models.
The conclusions are of particular interest to health experts as Australia still has no national alcohol strategy and has not had alcohol since 2011. The last strategy was due to be published in December. One wonders about the influence of the alcohol companies to elaborate it.
According to Vichealth, the top 70 Australian Instagram influencers mentioned 477 mentions of alcohol and 12% were probably sponsored mentions. Of these, 61% were disclosed and 39% were not disclosed, which means that they did not include a hashtag such as #sponsored #ad or #collab or used the same name. "Paid partnership" option for brands.
"Alcohol brands prefer to badociate with mega and macro influencers to publish an average of three messages for a sponsored campaign, which usually come in the form of an influencer with a bottle of beer." alcohol in question, "says the report.
Macro influencers have been defined as between 10,000 and 100,000 subscribers, and mega influencers 100,000 or more.
"Cocktails, wine and champagne are by far the most popular types of alcohol presented in editorials and sponsored publications," the report says. "There is evidence that influencers use alcoholic beverages as an accessory to add glamor and refinement to their images."
The most cited brand among the best Australian influencers was Aperol. Chambord ran a #ChambordQueen campaign in January that also held a prominent place, and Gray Goose vodka ran an events and influencers campaign around Australia between October and February with the hashtag #celebrategreygoose. Nineteen Australian influencers took part in the promotion. Meanwhile, Beefeater Gin Pink has launched a promotion chosen by influencers using the hashtag: #OnWednesdaysWeDrinkPink.
Several influential Australian personalities have frequently featured alcohol in their publications, more than 20 times a year.
"These influencers offer glbades of wine or badtails in highly stylized and carefully selected items, symbolizing a fashionable and enviable lifestyle," said VicHealth.
Dr. Lyn Roberts, Acting Executive Director of VicHealth, described the use of social media as "sneaky" and stated that the alcoholic beverage industry resorted to the tactics of bulky tobacco, using influential influencers. high level to make their glamorous and sophisticated products appear to young people.
"What is most disturbing is that influencers and brands can do without disclosing paid content, which prevents young people from discerning when to sell an ad," he said. she declared.
"We also know that young people who like or follow alcohol brands on social media are twice as likely to consume at higher levels of risk than those who do not consume them."
Julia Stafford, a research badociate with the Alcoholism Control Team at the Public Health Advocacy Institute of WA, said influencers, social media platforms and alcohol brands should not to regulate themselves. The lack of a national alcohol strategy exacerbated the problem.
"Unfortunately, in 2019, we still have to push, with some success, but not enough, for proper regulation of traditional media," she said. "Free and commercial TV and outdoor commercials are still so poorly regulated and we are talking about social media, which is part of everyday life, and governments are trying to catch up."
She did not know if social media advertising would be part of the national alcohol strategy.
"I hope this will be the case, but we have not been overwhelmed by the encouragement of what we have heard so far about the strategy, especially given the role of the company. 39, the alcohol industry in its influence, "she said.
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