NCT05700019

Effects of 'Pinkwashed' Alcohol Ads in an Online RCT

• Status: Completed
• Phase: N/A
• Study type: Interventional
• Enrollment: 602 (actual)
• Sponsor: University of North Carolina, Chapel Hill · Academic / Other
• Sex: All
• Age: 18 Years
• Healthy volunteers: Accepted

Summary

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.

Conditions

• Breast Cancer
• Cancer

Interventions

Type	Name	Description
BEHAVIORAL	Pinkwashed Advertisements	Real advertisements from alcoholic beverage companies' social media accounts that contain messaging or other features that associate the alcohol company with breast cancer awareness or research.
BEHAVIORAL	Control - Standard Advertisements	Real advertisements from the same alcoholic beverage companies' social media accounts that do not contain messaging or other features associated with breast cancer awareness or research.

Timeline

• Start date: 2023-01-11
• Primary completion: 2023-01-19
• Completion: 2023-01-19
• First posted: 2023-01-26
• Last updated: 2023-11-13

Locations

1 site across 1 country: United States