Reliability and validity of the Alcohol Marketing Assessment Rating Tool (AMART). Issue 2 (April 2018)

• Record Type: Journal Article
• Authors: Noel, Jonathan K.; Babor, Thomas F.; Robaina, Katherine
• Is Part Of: Nordisk alkohol- & narkotikatidskrift. Volume 35:Issue 2(2018)
• Page Start: 108
• Page End: 117
• Publication Date: 2018-04
• Subjects: advertising -- alcohol -- codes -- compliance -- marketing -- monitoring -- reliability -- self-regulation -- validity; Alcoholism -- Scandinavia -- Periodicals; Drug abuse -- Scandinavia -- Periodicals; 616.86
• DOI: 10.1177/1455072518758518
• Languages: English
• ISSNs: 1455-0725

Abstract

Objective: Current national responses to the monitoring and prevention of alcohol marketing to vulnerable populations, such as youth, typically rely on partial bans, co-regulation and industry self-regulation. Efforts to evaluate compliance with existing regulations are often cumbersome and resource intensive. We sought to develop a short questionnaire to assess compliance of alcohol advertising to existing alcohol industry self-regulated marketing codes. Methods: Questions for the Alcohol Marketing Assessment Rating Tool (AMART) were taken from a longer rating instrument that was originally developed to detect violations of a self-regulated alcohol marketing code. Secondary analysis of data from three studies of alcohol advertisements was performed to determine the reliability and validity of AMART at detecting code violations, using the longer form as the criterion. One sample was used as an exploratory set. Two samples were used to validate the questionnaire. Results: In the exploratory set, the reliability of AMART was considered near perfect (kappa = 0.92). Sensitivity was 97%, and specificity was 100%. Positive predictive value (PPV) was perfect and negative predictive value (NPV) was approximately 90%. In the validation sets, reliability was considered substantial to near perfect (kappa = 0.71–0.94). Specificity and PPV remained perfect, and NPV was 86%–90%. Conclusion: The AMART is a reliable tool to detect violations of a self-regulated marketing code in alcohol advertising. It significantly decreases the amount of resources needed to evaluate a finite number of advertisements.