Given the widespread popularity of reality TV programmes among young people/adolescents, the aim of the current study was to explore the frequency of alcohol content and branding in season 2 of the reality TV show The Kardashians. Findings revealed that alcohol content (both actual and implied) was highly prevalent across all 10 episodes. Due to the popularity of this programme on the Disney+ streaming platform, this likely resulted in widespread population exposure to both alcohol content and branding.

There is now strong evidence to suggest that exposure to advertising and other AVC in the media increases subsequent use in adolescents (Anderson et al. 2009; Smith and Foxcroft 2009; Hanewinkel et al. 2012; Chang et al. 2016). Reality TV programmes are widely viewed by young people (Barker et al. 2023) and are likely to influence viewers due to their inclusion of inspirational role models (Barker et al. 2023). Indeed, recent research has demonstrated a high likelihood that reality TV programmes have been used to promote unhealthy commodities (Barker et al. 2018; Lowe et al. 2018). As a result, it is plausible to suggest that the high frequency of both alcohol-related content and branding in The Kardashians affected drinking behaviours in its predominantly young viewers.

It has been suggested that programmes on video-on-demand platforms may depict more alcohol content than TV (Barker et al. 2019, 2023). The current study found that alcohol content was highly prevalent in this particular programme, hosted on Disney+. Disney+ have previously announced that they wish to keep their platform family-friendly by prohibiting alcohol adverts on the platform (Variety 2022). The current study demonstrates that by including the branding within the programme, alcohol brands can receive widespread, international exposure, an example of cross-border marketing (World Health Organization 2022).

The Kardashians are influential celebrities (Venkatesan et al. 2023), and the high prevalence of alcohol content demonstrated in this study glamorises alcohol use in a programme which is likely viewed by young people. 'While the' Condition D (2.79), states that Alcohol product placement is permitted as long as ‘The programme does not give undue prominence to the products, services or trade marks concerned.’. We would argue that the programme does give undue prominence to the 818 tequila brand. However, However, the regulations also cover statutory definitions of ‘product placement’ & ‘prop placement’ which state that: “Product placement”, in relation to a programme included in an on-demand programme service, means the inclusion in the programme of, or of a reference to, a product, service or trade mark, where the inclusion—a) is for a commercial purpose, b) is in return for the making of any payment, or the giving of other valuable consideration, to any relevant provider or any connected person, and c) is not prop placement.

“Prop placement”, in relation to a programme included in an on-demand programme service, means the inclusion in the programme of, or of a reference to, a product, service or trade mark where: a) the provision of the product, service or trade mark has no significant value; and b) no relevant provider, or person connected with a relevant provider, has received any payment or other valuable consideration in relation to its inclusion in, or the reference to it in, the programme, disregarding the costs saved by including the product, service or trademark, or a reference to it, in the programme.

We acknowledge that we cannot know for certain whether these products were provided at cost, and therefore we cannot say whether the inclusion of the 818 tequila brand in the Kardashians fit’s the Ofcom criteria for product placement or prop placement, but the owner of the 818 brand is also a member of the Kardashian family and a part of this show. As such, the high quantity of 818 content and branding in the show has led to viewers questioning whether the series is a ‘press release’ for their businesses (BuzzFeed 2022).

Whilst it is likely that this programme resulted in exposure to alcohol-related content, viewing figures are unavailable and we cannot know for sure. Given that the programme was made available internationally, the exposure to this brand from a number of countries should be considered. Reality TV is believed to influence behaviour through a social cognitive mechanism, such as social learning (Bandura 1977; Stefanone and Lackaff 2009). While it is clear that exposure to alcohol content and brands leads to increased experimentation and use (Anderson et al. 2009; Smith and Foxcroft 2009; Hanewinkel et al. 2012; Chang et al. 2016), we cannot say for certain whether viewing The Kardashians led to increased alcohol use or purchasing of the 818 brand, or if this did occur, whether it was through a social cognitive mechanism. Future studies should explore this further.

Season 2 of The Kardashians featured a high prevalence of alcohol content including branding. Given the nature and popularity of the programme with young viewers, it is likely that the high prevalence of alcohol content influenced drinking behaviours in young people. The current rules and regulations are not sufficient to protect against exposure to this potentially harmful content and to prevent the cross-border marketing of alcohol products through programme content.