title: Unintended messages in online advertising to youth: illicit drug imagery in a Canadian sports marketing campaign.
abstract: OBJECTIVE
  We assessed the potential for harmful messages in online advertisements targeted to youth, using the example of the Canadian "Light It Up" marketing campaign from a large sports corporation.
  
  
  METHODS
  We undertook a cluster randomized controlled trial of 20 secondary school classes in Montreal, Canada. Classes were randomly allocated to view a "Light It Up" advertisement (n = 205) or a neutral comparison advertisement (n = 192). The main outcome measures were self-reports of illicit drug messages in the advertisements.
  
  
  RESULTS
  Of the students, 22.9% reported that the "Light It Up" advertisement contained illicit drug messages compared with 1.0% for the comparison advertisement (relative risk, 22.0; 95% confidence interval, 6.5-74.9).
  
  
  CONCLUSIONS
  Although meant to promote sports, youth in this study believed that the "Light It Up" advertisement was related to illicit drugs. The campaign illustrates how advertisements may inadvertently market unwanted behaviors to children.
authors: Analyse de la santé et des inégalités sociales et territoriales, Institut national de santé publique du Québec, Montreal, Québec, Canada; Axe Risques à la santé, University of Montreal Hospital Research Centre, Montreal, Québec, Canada. Electronic address: nathalie.auger@inspq.qc.ca.
authors: Nathalie
authors: N
authors: Auger
authors: School of Population Health, University of South Australia, Adelaide, South Australia, Australia; South Australian Health and Medical Research Institute, Adelaide, South Australia, Australia.
authors: Mark
authors: M
authors: Daniel
authors: Department of Psychology, McGill University, Montreal, Québec, Canada.
authors: Bärbel
authors: B
authors: Knäuper
authors: Axe Risques à la santé, University of Montreal Hospital Research Centre, Montreal, Québec, Canada.
authors: Tara
authors: T
authors: Dourian
authors: Axe Risques à la santé, University of Montreal Hospital Research Centre, Montreal, Québec, Canada; Montreal Public Health Department, Montreal, Québec, Canada.
authors: Marie-France
authors: MF
authors: Raynault
mesh_terms: D000293:Adolescent; D000329:Advertising / Q000379:methods / Q000706:statistics & numerical data; D002170:Canada; D002648:Child; D005260:Female; D006801:Humans; D013287:Illicit Drugs; D008297:Male; D013177:Sports / Q000523:psychology; D019966:Substance-Related Disorders / Q000209:etiology / Q000523:psychology
chemical_list: D013287:Illicit Drugs
keywords: Adolescent; Advertisements; Illicit drugs; Internet; Marketing; Sports