Abstract
BackgroundThe marketing of alcohol influences patterns of alcohol consumption. Existing studies have focused, for the most part, on adolescents and the links between exposure to marketing and alcohol initiation. In France, the Evin law, a French exception, was set up in 1991 with the aim of regulating this exposure to marketing, but since 2009 it has been severely compromised. Alcohol consumption causes severe damage, which may be seenfrom 1 standard unit per day and mostly among adults who are regular users of alcohol. In this at-risk population, studies analysing the impact of marketing are sparse.The specific objectives include (i) the evaluation of the perception of alcohol marketing by patients with an AUD (ii) gaining understanding of the links between alcohol marketing and patients with AUD behaviours (iii) the development of alcohol demarketing strategy in patients receiving AUD coaching.MethodsOur main objective isto evaluate the impact of marketing on a population with an AUD. The methodology was in 4 steps: step 1 is a pre-test (N = 100) selecting type of alcohol consumed and type of marketing stimuli identified by patients aged 18 + with an AUD. Step 2 is a qualitative study (N = 20), with in-depth interview, to understand links between alcohol marketing and patients with AUD behaviours. Step 3 is a quantitative study(N = 600) to confirm these links and the impact of alcohol marketing on patients with AUD behaviours. Step 4 is an interventional step, including and testing the impact of demarketing intervention on patients with AUD while using the results of the three first steps (N = 120).DiscussionThis study will contribute to a better definition of the impact of alcohol marketing on patients with AUD and will enable identification of the determinants of this impact. These data will inform the development of interventions that take into account demarketingstrategies on patients under AUD management.Trial registrationThe Trial registrationregistration number is NCT03876132, and it was registered on the 15th march 2019.
Highlights
The marketing of alcohol influences patterns of alcohol consumption
Intervention study As a secondary objective, inter-group comparative analyses will be performed before and at the end of the intervention on the principal outcome on a small subsample. This protocol is original because it applies marketing strategies to evaluate the impact of alcohol marketing on groups of drinkers with an Alcohol use disorder (AUD) who are seeking treatment
This population of drinkers with an AUD does present a target for alcohol marketing strategies
Summary
The marketing of alcohol influences patterns of alcohol consumption. Existing studies have focused, for the most part, on adolescents and the links between exposure to marketing and alcohol initiation. Alcohol consumption causes severe damage, which may be seenfrom 1 standard unit per day and mostly among adults who are regular users of alcohol In this at-risk population, studies analysing the impact of marketing are sparse. AUDs are among the most prevalent mental disorders, more in high and upper middle-income countries [8, 9] They are the leading risk factor for premature mortality and disability among 15– 49 year-olds around the world [1]. In Europe, in 2010, the number of people affected by AUD was 23 million [10, 11] It is one of the most important risk factors for morbidity, along with high blood pressure, tobacco use and excess weight [12]. In France it is the second most important cause of preventable mortality after smoking [13]. 47 million French people (aged 11–75) have already consumed alcohol at some point in their lifetime, 43 million in the last 12 months [14]. 10% consume alcohol daily, and 8% have a severe AUD [14]
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
