Abstract
Background Alcohol marketing is a key focus for concern for alcohol and public health researchers because of growing evidence that it is a determinant of uptake and frequency of drinking. To date, research attention has focused on more traditional forms of marketing promotion. However, research needs to keep pace with the fast-changing, multi-platform marketing environment. Two aspects of contemporary alcohol marketing merit particular concern: packaging, and how this relates to online marketing. Methods Two qualitative methods were used. …
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