title: Self-Regulation of Beer Advertising: A Comparative Analysis of Perceived Violations by Adolescents and Experts.
abstract: OBJECTIVE
  We assessed the impact of the 2010 revisions to Brazil's self-regulatory alcohol marketing code using expert and adolescent raters.
  
  
  METHODS
  Five popular TV beer ads were selected. Ads were rated based on the 2010 Brazilian self-regulatory marketing code. The expert group (N = 31) represented health-related professions; the adolescent group (N = 110) were public high school students.
  
  
  RESULTS
  At least 1 ad violated 11 of 17 guidelines included in the study. Ratings by experts and adolescents were similar. Both found violations in all sections of the self-regulatory code, but significant group differences were seen in applying the section that prohibits the promotion of excessive alcohol consumption, with experts identifying more violations than adolescents.
  
  
  CONCLUSIONS
  Beer ads in the sample systematically violated the self-regulatory standards for alcohol advertising in Brazil according to both experts and youth. Public policies for more effective restrictions and prohibitions in alcohol ads should be considered.
authors.affiliation: Department of Psychiatry, Federal University of São Paulo, São Paulo, Brazil aven2@uol.com.br.
authors.forename: Alan
authors.initials: A
authors.lastname: Vendrame
authors.affiliation: Department of Preventive Medicine, Federal University of São Paulo, São Paulo, Brazil.
authors.forename: Rebeca
authors.initials: R
authors.lastname: Silva
authors.affiliation: Department of Community Health Sciences, Boston University School of Public Health, Boston, MA, USA.
authors.forename: Ziming
authors.initials: Z
authors.lastname: Xuan
authors.affiliation: School of Kinesiology, The University of British Columbia, Vancouver, BC, Canada.
authors.forename: Robert
authors.initials: R
authors.lastname: Sparks
authors.affiliation: Department of Community Medicine and Health Care, University of Connecticut School of Medicine, Farmington, CT, USA.
authors.forename: Jonathan
authors.initials: J
authors.lastname: Noel
authors.affiliation: Department of Psychiatry, Federal University of São Paulo, São Paulo, Brazil.
authors.forename: Ilana
authors.initials: I
authors.lastname: Pinsky
mesh_terms: D000293:Adolescent; D000294:Adolescent Behavior; D000328:Adult; D000329:Advertising / Q000379:methods / Q000592:standards*; D001515:Beer; D001938:Brazil / Q000453:epidemiology; D005104:Expert Testimony / Q000379:methods / Q000592:standards*; D005260:Female; D019983:Guideline Adherence / Q000592:standards*; D006801:Humans; D008297:Male; D010465:Perception; D011795:Surveys and Questionnaires; D013690:Television / Q000592:standards