Table 1.

Guideline violations identified by 282 adolescents in each of five beer advertisements (% students endorsing a question indicative of a violation)

		Average rating: Positive response for Brazilian self-regulatory code violationa (%)
(Guideline no.) Item description	Question	Ad 1 Skol “Slide Tackle”	Ad 2 Nova Schin “Peanuts and Beer”	Ad 3 Bavaria “The Old Days”	Ad 4 Skol “Nude Fan”	Ad 5 Antarctica “Male Repellent”
(1) The selling line shall not present any appeal to consumption—it should be limited to exposing the product brand.	1. Selling line employs appeal to alcohol consumption?	71.8**	77.8**	72.6**	68.4**	73.6**
(2) Protection of children and adolescents	2. Images directed at minors?	74.9**	62.5**	57†	79.7**	70.9**
	3. Is this ad attractive to you?	73**	62.5**	68**	69.5**	71.5**
	4. Does this ad use symbols, etc., that are attractive to minors?	73.9**	51.4	67**	75.2**	68**
	7. Are the characters attractive to you?	64.1**	60.5**	66.7**	59.8**	75.1**
	17. Are there celebrities attractive to minors?	50	17	33	44	80.4**
(2.a) Any person appearing in the advertisement shall be and look older than 25.	5. Characters' age classification rated as 25 or younger	84.7**	49.5	52	72.4**	80.7**
	36. Estimated age of main character in the ad rated as 25 or younger (estimate of exact age)	87.4**	51	51.5	86**	71.6**
(2.b) Advertisements shall not favor acceptance of the product as proper for minors.	10. Would alcohol consumption by minors be acceptable in the situation depicted in the ad?	58.9**	36	61**	67**	67.7
(2.c) The advertisements shall not use language, etc., that may arouse the attention or curiosity of minors and contribute to the adoption of moral values or habits incompatible with their condition.	11. Images or behaviors were utilized that arouse curiosity by minors?	77.2**	52	70.2**	81.5**	85.8**
(2.c.l) Shall avoid exploitation of sexuality	6. Does it exploit sexuality?	10	8	72.2**	68.5**	75.2**
	12. Sexuality predominates in the ad?	10	7	66.7**	55.7**	69.4**
	13. Vulgar language or situations?	50	52	67**	64.9**	61.6**
(2.C.2) Shall not contain any scene, illustration, audio or video that portrays immoderate consumption of the product	16. People consuming beer excessively? (yes or no)	84**	52.3	97.5**	88.3**	95.4**
(3) Responsible consumption	8. Shows people under the influence of alcohol?	45	8	86.8**	68.8**	69.4**
	9. Suggests that being drunk is acceptable?	51	16	80**	65.5**	70**
	18. Shows people abusing alcohol?	35	26	73.8**	52	49.6
(3.a) Shall not make consumption of the product look like a positive challenge or disparage those who do not drink	22. Implies that person not drinking alcohol would be disparaged?	38	22	62.6**	36	57†
(3.b) Shall not give the impression that the product is being recommended or suggested by virtue of intoxicating effects	23. Suggests that alcohol should be used by virtue of its intoxication effects?	58†	41	71.2**	61.3**	61.2**
(3.c) Shall not use the alcoholic content of the product as the major appeal	24. Uses the alcoholic content as the major appeal?	37	34	52	46	46
(3.d) No positive association between product consumption and driving vehicles shall be made.	26. Positive association between product and driving vehicles?	9	10	12	12	9
(3.e) Consumption in improper, illegal, dangerous or socially condemnable situations shall not be encouraged.	29. Consumption in improper, illegal, dangerous, or socially condemnable situations?	22	9	19	28	15
(3.f) No association of the product with performance of any professional activity shall be made.	30. Association of the product with performance of any professional activity?	38	19	15	32	16
(3.g) No association of the product with situations that suggest aggressiveness, use of weapons, and changes of emotional equilibrium shall be made.	31. Association of the product with situations that suggest aggressiveness, use of weapons, and changes of emotional equilibrium?	22	10	16	22	10
(3.h) Shall not use images, language, or ideas that suggest that consumption of the product is an indication of maturity or contributes to professional, social, or sexual success.	14. Suggests that alcohol contributes to sexual/social or professional success?	11	12	48	26	61.4**
	20. Depicts people being seductive/seduced because of alcohol use?	8	6	68.8**	18	73**

^aThe positive ratings for violation were included, whose proportion was significantly greater than the proportion of negative responses. Below 53% there was no significant difference in relation to the proportion of negative responses.

^**p < .00;

^†.021 > p > .011.