@article{ref1,
title="Unintended messages in online advertising to youth: illicit drug imagery in a Canadian sports marketing campaign",
journal="Journal of Adolescent Health",
year="2015",
author="Auger, Nathalie and Daniel, Mark and Knäuper, Barbel and Dourian, Tara and Raynault, Marie-France",
volume="56",
number="4",
pages="429-432",
abstract="PURPOSE: We assessed the potential for harmful messages in online advertisements targeted to youth, using the example of the Canadian &quot;Light It Up&quot; marketing campaign from a large sports corporation. <br><br>METHODS: We undertook a cluster randomized controlled trial of 20 secondary school classes in Montreal, Canada. Classes were randomly allocated to view a &quot;Light It Up&quot; advertisement (n = 205) or a neutral comparison advertisement (n = 192). The main outcome measures were self-reports of illicit drug messages in the advertisements. <br><br>RESULTS: Of the students, 22.9% reported that the &quot;Light It Up&quot; advertisement contained illicit drug messages compared with 1.0% for the comparison advertisement (relative risk, 22.0; 95% confidence interval, 6.5-74.9). <br><br>CONCLUSIONS: Although meant to promote sports, youth in this study believed that the &quot;Light It Up&quot; advertisement was related to illicit drugs. The campaign illustrates how advertisements may inadvertently market unwanted behaviors to children.<p /> <p>Language: en</p>",
language="en",
issn="1054-139X",
doi="10.1016/j.jadohealth.2014.12.006",
url="http://dx.doi.org/10.1016/j.jadohealth.2014.12.006"
}