Effects of 'Pinkwashed' Alcohol Ads in an Online RCT

University of North Carolina (UNC)

Status: Completed

Conditions: Breast Cancer; Cancer

Treatments: Behavioral: Control - Standard Advertisements; Behavioral: Pinkwashed Advertisements

Study type: Interventional

Funder types: Other

Identifiers

NCT05700019

20-2338

Details and patient eligibility

About

The primary objective of this study is to examine how exposure to "pinkwashed" alcohol advertisements (i.e., ads that associate the company with breast cancer awareness or charities) affects consumers' perceptions that alcohol increases the risk of breast cancer. The investigators will randomize participants to view 3 'pinkwashed' social media advertisements for alcohol or 3 control advertisements for alcohol (i.e., 'de-pinked' standard alcohol advertisements that match the intervention advertisements on overall design but do not mention breast cancer). Each participant will view the 3 advertisements for their arm (presented in random order) and respond to survey questions programmed in Qualtrics.

Enrollment: 602 patients

Sex: All

Ages: 18+ years old

Volunteers: Accepts Healthy Volunteers

Inclusion criteria

• 18 years old or older

Exclusion criteria

• Less than 18 years old

Trial design

Primary purpose: Prevention

Allocation: Randomized

Interventional model: Parallel Assignment

Masking: None (Open label)

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602 participants in 2 patient groups

Control - Standard Advertisements

Other group

Description:

In the control condition, participants will view 3 advertisements for alcohol (shown in random order) that do not mention breast cancer awareness or charities. Advertisements will be real social media posts used by alcohol companies, modified only to remove dates, likes/comments, and references to specific geographic locations.

Treatment:

Behavioral: Control - Standard Advertisements

Pinkwashed Advertisements

Experimental group

Description:

In the pinkwashed condition, participants will view 3 advertisements for alcohol (shown in random order) that associate the alcohol company with breast cancer awareness or research (e.g., indicate that a portion of sales will be directed to a breast cancer-related foundation). Advertisements will be real social media posts used by alcohol companies, modified only to remove dates, likes/comments, and references to specific geographic locations.

Treatment:

Behavioral: Pinkwashed Advertisements