Harmful or Cool? - The Effects of Disclosures in Music Videos with Harmful Portrayals on Young Recipients

The impact of alcohol depictions and advertising on adolescent drinking behavior is a much debated topic. Risk factors for adolescent consumption include exposure to alcohol depictions in music videos. Music and the artists as a role model have an major influence on the consumption from alcohol and recipients possibly underestimate the negative effects on their own health. In addition, public health researchers have demonstrated a link between exposure to alcohol advertising and drinking behavior and argued that increased perceptions of alcohol consumption among young people could lead to higher consumption, which should be addressed through greater regulation of marketing One strategy to protect against harmful representations, which has already been proposed in a number of countries, is the presentation of a Disclosure. The aim of this study ist o examine whether disclosure in music videos in which alcohol is consumed has an influence on the recipients' perception of conseqeuence. An experimental study shows the participants the music video 'Flasche Luft' by the music group BHZ from Germany. The participants were divided into three experimental groups. The first group got to see the music video with a full disclosure with health and consequence warnings. The second group got a short disclosure with the warning that alcoholic beverages are consumed. The third group has no disclosure. Q: To what extent does the presentation of a warning in music videos in which harmful products are shown affect the attitude towards harmful products and the consequence perception of the consumer behavior of the recipients?