Effects of a National Information Campaign on Compliance With Age Restrictions for Alcohol Sales

Abstract Purpose To investigate the effect of a national information campaign, introduced by the Dutch Food Retail Organization, named “Under 20? Show Your ID!,” on compliance with age restrictions on alcohol sales. The compliance level after the campaign was compared with a baseline compliance, tha...

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Bibliographic Details
Published in:Journal of adolescent health 2011-07, Vol.49 (1), p.97-98
Main Authors: Gosselt, Jordy F., M.Sc, Van Hoof, Joris J., Ph.D, Baas, Niels, M.Sc, De Jong, Menno D.T., Ph.D
Format: Article
Language:English
Subjects:
Adolescent
Age Factors
Alcohol
Alcohol Drinking - legislation & jurisprudence
Alcohol Drinking - prevention & control
Alcohol sales
Alcoholic Beverages
Biological and medical sciences
Campaigns
Commerce - legislation & jurisprudence
Compliance
Female
Goals
Government Regulation
Guideline Adherence
Humans
Identification
Intervention
Law enforcement
Legal status, laws, etc
Male
Mass media
Medical sciences
Mental health
Mystery shopping
Netherlands
Pediatrics
Prevention. Health policy. Planification
Psychology. Psychoanalysis. Psychiatry
Psychopathology. Psychiatry
Purchasing
Regulation
Social psychiatry. Ethnopsychiatry
Supermarkets
Youth
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Summary:Abstract Purpose To investigate the effect of a national information campaign, introduced by the Dutch Food Retail Organization, named “Under 20? Show Your ID!,” on compliance with age restrictions on alcohol sales. The compliance level after the campaign was compared with a baseline compliance, that we calculated based on 458 preintervention compliance measurements. Methods Data were collected using the method of mystery shopping. Three teams, each consisting of two 15-year-old mystery shoppers, conducted 105 alcohol purchase attempts in supermarkets in three regions in the Netherlands. Results A compliance rate of 24.8% was found, which is a significant improvement compared with Dutch basement compliance rate from the past (14.9%), but is nominally still very low. Conclusions This mass media intervention campaign failed to increase compliance to an acceptable level. Also the specific goal of the campaign (ask everybody under
ISSN:1054-139X
1879-1972
DOI:10.1016/j.jadohealth.2010.11.248