Space for lasam

酒商網路行銷誘人 美公衛團體籲調查

Posted on: May 20, 2010


(法新社)2010年5月19日 星期三 13:35(譯者:中央社李致嫻)
(法新社華盛頓18日電) 數位監督團體與公共衛生團體今天呼籲美國當局,調查酒精飲料公司的網路行銷手法與對年輕人的影響。
數位民主中心(Center for Digital Democracy)與柏克萊媒體研究中心(Berkeley Media StudiesGroup)的公共衛生研究院對聯邦貿易委員會(FederalTrade Commission)與州檢察長提出34頁報告的申訴。
數位民主中心執行長徹斯特(Jeff Chester)表示:「酒精業者空前複雜的電子與社交媒體行銷策略,正在模糊廣告與內容之間的界限。」
這項報告挑出一些啤酒與酒精飲料公司的互動廣告活動,這些公司表示這是「利用吸引年輕人的手法來宣傳產品」。 報告列舉的範例中,海尼根(Heineken)活動涉及網路虛擬社群,思美洛(Smirnoff)與百威(Budweiser)利用YouTube打廣告,馬里布萊姆酒(Malibu rum)則提供免費iPhone遊戲。
「數位時代的酒精行銷」報告作者之一、美利堅大學(American University)傳播學系教授蒙哥馬利(Kathryn Montgomery)表示:「現代的年輕人大多時間都在上網。」
她說:「外界擔憂未成年者狂飲與其他危險的行為,公共衛生專家與決策者必須就社交網絡、手機與其他受年輕人歡迎的電子媒體,調查當中積極、新穎的酒精行銷手法。」

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