Background: Exposure to audio-visual alcohol content in media is associated with subsequent alcohol use among young people. In 2016 Heineken launched its global Formula One (F1) partnership and had a significant brand presence at a number of 2017 F1 race events. We have measured the extent to which Heineken and other alcohol content appears in a sample of the first 6 races broadcast in the UK during the 2017 F1 Championship.
Methods: We used 1-min interval coding to quantify alcohol content in all broadcast footage, including advertisement breaks.
Results: Alcohol content occurred in all of the races shown and in 41% of all advertisement breaks in the programming. The most prominent content was alcohol branding, occurring in 39% of race footage intervals. Alcohol branding consisted mostly of billboard advertisements or branding on the side of cars or racing suits with Heineken and Johnnie Walker being most prominent. Alcohol branding was shown in race footage from countries where alcohol promotion is prohibited. All of the race footage was broadcast on Channel 4 on a Sunday, with start times ranging from 12:35 to 18:45.
Conclusion: Audio-visual alcohol content, including branding, was highly prevalent footage of 2017 F1 races broadcast during peak viewing times in the UK. This content is likely to be a significant driver of alcohol consumption among children and adolescents.