Abstract Background Exposure to alcohol advertisements and imagery is associated with alcohol initiation and use by adolescents and adults. The current study provides an update on the previously published article ‘A content analysis of alcohol imagery in season 2 of The Kardashians’ by exploring content in season 4 and estimating population exposure to this content. Methods A content analysis of alcohol content in all 10 episodes of season 4 of The Kardashians was undertaken, and alcohol content was measured using 1-min interval coding. The presence of alcohol in the following four categories was noted: (i) actual use, (ii) implied use, (iii) other alcohol reference, and (iv) brand appearances, with particular attention paid to appearances of the Kardashian-owned brand of tequila, 818. Population exposure to content in season 2 and season 4 was estimated using population estimates and viewing figures. Results Alcohol content and branding continue to be shown in season 4, with a significant increase in any alcohol content, other alcohol content, alcohol branding, and 818 branding in season 4 compared to season 2. The two series resulted in a combined 347 million 818 tequila-branded gross impressions to the UK population. Conclusions This content is not recognized by the UK regulator Ofcom as product placement, as there is no product placement deal in place. The current study posits that, despite this, 818 tequila is receiving widespread exposure through inclusion in the programme, suggesting that regulation on other forms of brand inclusion should exist.
Barker et al. (Tue,) studied this question.