The impact of content regulation on advertising creativity with reference to the alcoholic beverage industry

Abstract

The alcoholic beverages industry is experiencing increasing pressure from regulators supporting the restriction or banning of alcohol advertising. Simultaneously, an increasingly cluttered media environment and increasing product parity have elevated the importance of advertising creativity. Given this, alcoholic beverage producers face the challenge of balancing their advertising objectives with the need to comply with and stave off further regulations. The objective of this research was to determine the impact of content regulation on advertising creativity with reference to the alcoholic beverages industry. A two-phase qualitative research approach was used. Phase one consisted of an explorative in-depth interview with an expert creative with experience in alcoholic beverages advertising to inform the questionnaire framework for phase two. Phase two consisted of face-to-face semi-structured in-depth interviews with ten senior Creatives from South African Agencies. Content analysis and constant comparative analysis was used to identify the key patterns and themes that emerged. The research found that when interpreted literally, the impact of content regulations has no effect on advertising creativity. To the extent that regulation prohibited clichéd advertising it was found to be enabling. However, on a wider interpretation it was found that regulations were perceived to be constraints, particularly where they prohibited a key consumer insight.