Citation

Fuller A, Fleming KM, Szatkowski L, Bains M. J. Public Health (Oxford) 2018; 40(3): e320-e327.

Affiliation

Department of Epidemiology and Public Health, University of Nottingham, Nottingham NG5 1PB, UK.

Copyright

(Copyright © 2018, Oxford University Press)

DOI

10.1093/pubmed/fdx181

PMID

29253185

Abstract

INTRODUCTION: The transition to university is a potentially influential time upon students' drinking behaviour. This study explored the nature of activities and alcohol-related content in marketing materials from student-led societies and local businesses provided to students, at a university freshers' fair in the UK.

METHODS: All marketing materials handed out at the fair were collected across the 5-day event in September 2015. Written and visual content was analysed using a summative qualitative content analysis.

RESULTS: Most student-led societies promoted social events they were hosting (n = 530), most of which took place in a drinking venue or referred to drinking (n = 335). Only four explicitly alcohol-free events were promoted. Student-led societies also promoted activities relating to their interest, e.g. sports training (n = 519), a small proportion of which had references to drinking and drinking venues (n = 54). Three societies provided promotional handouts from local bars or nightclubs. Local bars, pubs and nightclubs promoted events they hosted (n = 81) as well as alcoholic drink promotions (n = 79) and alcohol branded advertising (n = 22), albeit infrequently for the latter.

CONCLUSIONS: In the first week of university, students are exposed to alcohol-related events, promotions and advertising, which may act as an incentive to participate in drinking.

Language: en

Keywords

alcohol; educational settings; public health