Support for a browser plug-in blocking online alcohol imagery among Australian participants: A qualitative interview study
Research article
Summary and meaning
Lead researcher from La Trobe’s Center for Alcohol Policy Research (CAPR), Maree Patsouras, said depictions of alcohol were common online, and there was a clear relationship between alcohol exposure and alcohol use.
A large portion of the people we interviewed in this study believed that viewing online alcohol imagery could cause temptation and cravings to drink alcohol,” Ms. Patsouras said, as per Medical Express.
The majority of our participants believed that a browser plug-in that blocked alcohol imagery was an easy intervention tool for both parents and people experiencing alcohol-related problems or trying to reduce their [alcohol use].
The evidence collected from this study could help support future health promotion strategies to consider the development of such software.”
Maree Patsouras, Lead researcher, Center for Alcohol Policy Research (CAPR), La Trobe University
The study participants described being exposed to alcohol-related advertising online, regardless of whether they were actively searching for it.
Participants indicated that online alcohol exposure served as a reminder to consume alcohol and brought alcohol to the forefront of their minds, even if they were not considering consuming alcohol beforehand.
One participant described alcohol exposure as “triggering” thoughts about alcohol.
If you see it, you think about it… it just triggers the thought in your brain and then you start craving it,” they said.
Participants highlighted that young people needed to be protected from online alcohol exposure because they were impressionable and vulnerable. There was a concern that online alcohol exposure taught minors that consuming alcohol was socially acceptable, fun, or exciting, which could lead to earlier alcohol consumption.
Participants supported the development of an alcohol imagery blocking browser plug-in, alongside better governmental regulation, and limits to alcohol-related marketing and exposure.
One participant who supported the development of the plug-in, also emphasized the need for increased legislation.
I’m sad that (the plug-in) is necessary. I really think that this should be legislated at the government level and restricted that way.”
Abstract
Issues Addressed
Alcohol depictions are extremely common online, and there is a reported relationship between alcohol exposure and alcohol use. A browser plug-in specifically designed to block online alcohol depictions may be helpful to prevent the uptake of alcohol or increased alcohol use.
Methods
Twenty-five semi-structured interviews were conducted, examining participants’ beliefs about the effects of online alcohol exposure and their support for developing the browser plug-in.
Results
Using reflexive thematic analysis, the researchers found participants highlighted a clear impact of viewing alcohol online and offline alcohol use. Participants believed a browser plug-in that blocked alcohol was acceptable and would be especially useful for minors (to prevent alcohol initiation) and those who are aiming to reduce their alcohol use.
Conclusions
Participants emphasised that viewing online alcohol exposure had an impact on alcohol consumption behaviours, such as increased craving and temptation. The browser plug-in was considered an easy intervention tool for both parents and people who are experiencing alcohol-related problems or trying to reduce their alcohol intake.
So What?
Participants’ continuous support of an alcohol-blocking browser plug-in suggests that future health promotion strategies should consider the development of a prototype plug-in.
To conclude, our sample of Australian adult drinkers and parents supported the development of an alcohol-blocking browser plug-in, alongside stricter governmental regulation and restriction for alcohol-related marketing and exposure. The browser plug-in was considered an easy intervention tool for parents and people who are experiencing alcohol-related problems or trying to reduce their drinking. Interestingly, the browser plug-in was also classified as acceptable in specific situations (e.g., dependent on time/content/setting) among self-identified casual, social, and occasional drinkers.