Alcohol Marketing Research Articles

The distribution of harmful product marketing in public outdoor spaces and the effectiveness of marketing bans.

Children's exposure to the marketing of harmful products in public outdoor spaces may influence their consumption of those products and affect health into adulthood. This study aimed to: i) examine the spatial distribution of children's exposure to three types of marketing-related 'harms' (alcohol, unhealthy food, and gambling) in outdoor spaces in the Wellington region, New Zealand/Aotearoa; ii) compare differences in the distribution of harms by socioeconomic deprivation; and iii) estimate the effectiveness of different policies that ban such marketing. Data were from 122 children aged 11-13y who wore wearable cameras and GPS devices for four consecutive days from July 2014 to June 2015. Images were analysed to identify harmful product marketing exposures in public outdoor spaces. Eight policy scenarios were examined to identify the effectiveness of marketing bans, for all children and by socioeconomic deprivation. Children's ratio of harmful marketing was higher for children from high deprivation households and was also found to cluster, with hots spots observed around city centers. The effectiveness of marketing bans depended on the target setting and ban area, with banning 400 m around bus stops leading to the largest reduction. Effectiveness varied also by type of harm and socioeconomic deprivation. For example, banning alcohol marketing in residential areas was estimated to have a larger effect on exposure reduction for children from high deprivation households. Our findings suggest that alcohol, unhealthy food and gambling marketing often cluster outdoors and that targeted bans of such marketing would likely improve child health and, for some banning scenarios, promote equity.

War against Prohibition: Italians and Booze in New York City, 1920–1933

War against Prohibition: Italians and Booze in New York City, 1920–1933

The transition of alcohol control in China 1990-2019: Impacts and recommendations.

The harmful use of alcohol is a severe public health issue globally. Chinese per-capita alcohol consumption has increased sharply in recent decades, which has contributed to a rise in alcohol-related problems. In this article we present an analysis of Chinese alcohol policy, beginning with a characterization of alcohol consumption in China followed by an examination of how the nation's alcohol control policy has evolved over the past 30 years, identifying shortcomings and obstacles to improvement. Finally, we present several recommendations informed by the Global Strategy to Reduce the Harmful Use of Alcohol and the SAFER Technical Package-Five Areas of Intervention at National and Subnational Levels (SAFER initiative), to the areas of taxation, alcohol availability, alcohol marketing regulation, and treatment.

Heavy drinking and problem drinking among youth in Uganda: A structural equation model of alcohol marketing, advertisement perceptions and social norms.

IntroductionTo determine the role of alcohol marketing, perceptions of marketing and social norms on heavy alcohol use and problem drinking among vulnerable youth in Uganda.MethodsThe Kampala Youth Survey is a cross‐sectional study conducted in 2014 with service‐seeking youth (ages 12–18 years) living in the slums of Kampala (n = 1134) who were participating in Uganda Youth Development Link drop‐in centres. Survey measures assessed perceptions of alcohol advertisements, social norms regarding alcohol use, heavy alcohol use and problem drinking. Factor analyses and structural equation models were computed to determine the predictors (e.g. social norms and alcohol marketing exposure) for drinking amounts, heavy drinking and problem drinking.ResultsAlcohol marketing allure, perceptions of adults' alcohol attitudes and respondent's male gender were significantly predictive of heavy drinking. Similarly, in addition to drinking amount and heaviness, only alcohol marketing exposure and friends' alcohol attitudes, as well as respondent's own attitudes about alcohol, significantly predicted variation in problem drinking.Discussion and ConclusionsAlcohol marketing exposure and allure are significant predictors of heavy drinking and problem drinking among youth in Uganda. Prevention programs that reduce exposure to and allure of alcohol marketing may prove promising for reducing alcohol use and related problems among these vulnerable youth in a low‐resource setting.

DISTILLING IN TRANSCARPATHIA (AN ATTEMPT AT HISTORICAL AND ANTHROPOLOGICAL ANALYSIS)

This paper analyzed the history of local palyncharstvo (production of distillates) in Transcarpathia. Palynka (moonshine) is an important element of the everyday and festive life of Transcarpathians, and private palyncharstvo promotes tourism, although the region is generally better known for wine. In general, we can identify several significant periods of its development. It has passed the stages of «korchazhny», «manufactory,» and «industrial commodity» production. During the latter, the Soviet government established a state monopoly on producing alcoholic beverages and, at the same time, stimulated the growth of its consumption by the population. As a result, domestic palyncharstvo was born and flourished in the region, even though this activity was banned. However, the economic benefits of illegal home distilling were too important a factor for Transcarpathians, as alcoholic beverages became an essential means of profit, natural exchange, and payment for certain types of work, services, or goods. As a result of the factors mentioned above, homemade palyncharstvo became a traditional occupation of the local population for a short period, which used to be exclusively consumers and not producers of palynka. Modern Transcarpathian palyncharstvo has a strong potential as an object of anthropology studying and in the domestic market, which in the conditions of saturation of the alcohol market with low-quality alcoholic beverages can only be pleasant news. However, to realize this opportunity, it is necessary to finally solve the problem of this activity legalization and create such tax conditions that will allow most private farmers to come out of the «shadow.»

Does Online Newsmedia Portrayal of Substance Use and Persons with Substance Misuse Endorse Stigma? A Qualitative Study from India.

Media provides and shapes public knowledge, perceptions, and attitude towards people with substance misuse. We aimed to explore the content and specific themes of Indian online news articles on substance use or persons with substance misuse. We followed an exploratory qualitative design to analyze online news media reports published between July 1 2020 and June 30 2021. Hundred articles met the selection criteria. Our content analysis was based on a checklist. Thematic analysis was done by the coding, categorization, and theme generation after meticulous data immersion and triangulation. Sixty percent of articles had pessimistic headlines and portrayed substance use or persons with substance use negatively. Fifty-one percent articles were on alcohol. Twenty-seven percent articles focussed supply reduction, whereas only 5% positively discussed the role of treatment. We identified seven themes. Most frequent themes were legal-criminal aspects of substance use (n = 39), psychosocial and health hazards of substance use (n = 30), and propagation of public stigma (n = 25). Two other prevalent themes were the business and marketing of alcohol (n = 20) and sociocultural aspects of substance use (n = 9). The theme, treatment strategy, appeared in only five articles. There is an urgent need for media guidelines for responsible reporting of substance misuse. We suggested a set of recommendations for media reporting.

Dynamics of traumatism, mortality and lethality in damage by sharp objects in Leningrad – St. Petersburg in 1978–2020

Purpose of the study. Тo analyze the dynamics of traumatism, mortality and lethality from injuries with sharp objects in Leningrad — St. Petersburg, taking into account economic processes, regulation of the alcoholic beverages market and the capabilities of the ambulance service.Materials and methods. The work is based on archival material of the St. Petersburg State Budgetary Healthcare Institution “Bureau of Forensic Medicine” for 1978–2020.Results and discussion. For 43 years in the evolution of traumatism, mortality and lethality from injuries from sharp objects, periods have been traced: pre-crisis (1978–1990), crisis with phases of rise (1991–1993), turning-point (1994) and recession (1995–2004), exit from the crisis or the beginning of stabilization (2005–2011), post-crisis stabilization (2012–2020). The dynamics of statisti cal indicators was influenced by the anti-alcohol campaign (1985), the destabilization of the alcohol market and the elimination of the state monopoly on alcohol (1990–1992), the restoration of state regulation of the turnover of alcoholic products (1993), and the restriction of alcohol consumption (since 1995), financial and economic crises (1991, 1998, 2008–2009), improvement of the emergency medical service (2004, 2013).Conclusions. Economic crises were accompanied by negative dynamics of traumatism. The destabilization of the alcoholic beverages market was accompanied by an increase in traumatism and mortality. The well-organized work of the ambulance service ensures an acceptable level of lethality and mortality.

Barriers and Facilitators to the Implementation of Effective Alcohol Control Policies: A Scoping Review.

Implementation of effective alcohol control policies is a global priority. However, at the global and national levels, implementing effective policies is still challenging, as it requires commitment from multiple stakeholders. This review provides a synthesis of barriers and facilitators to implementing effective alcohol control policies. We conducted a scoping review from two main databases: Scopus and Web of Science, and the grey literature from the World Health Organization’s website. We included any studies investigating barriers and facilitators to implementing four effective policies: Alcohol pricing and taxation, control of physical availability, alcohol marketing control, and drink-driving policy. Articles published between 2000 and 2021 were included. The search yielded 11,651 articles, which were reduced to 21 after the assessment of eligibility criteria. We found five main barriers: resource constraint; legal loopholes; lack of evidence to support policy implementation, particularly local evidence; low priority of policy implementation among responsible agencies; and insufficient skills of implementers. Facilitators, which were scarce, included establishing monitoring systems and local evidence to support policy implementation and early engagement of implementing agencies and communities. We recommend that national governments pay more attention to potential barriers and facilitators while designing alcohol control regulations and implementing effective policies.

Alcohol Portrayals on Social Media (Social Media)

Alcohol Portrayals on Social Media (Social Media)

China's Changing Alcohol Market and Need for an Enhanced Policy Response: A Narrative Review.

This study describes trends in alcohol consumption in the context of an expanding commercial context, current policy responses, and flaws in relation to international best practice for alcohol control in China. We surveyed the literature and other documents in Chinese or English up to December 2020 on policy responses to alcohol consumption and harm, industry structure, and marketing practices in China. Databases searched included PubMed, China National Knowledge Internet, Wanfang Data, Web of Science, and Baidu Scholar. We also scanned the official websites of government organizations and gathered information using snowballing. We analyzed existing alcohol policy against evidence-based, cost-effective policies for reducing alcohol harm. Our findings show that although some restrictive policies have been enacted with potential impacts on alcohol harm, they are not comprehensive, and some are poorly executed. The long history of alcohol use remains an important element in alcohol consumption by the Chinese population. However, alcohol marketing and promotion, ease of access, and affordability have become increasingly prominent. The gaps identified in alcohol policy suggest improved strategies and measures to reduce the harmful use of alcohol are urgently needed in China.

Social and health implications of alcohol consumption among women of reproductive age in Anambra state, southeast Nigeria

Much of the research concerning women’s alcohol use and misuse has focused on biomedical issues associated with female drinking; In contrast, little attention has been paid to the social dimensions of maternal drinking. Using the Symbolic interactionist’s paradigm, this paper interrogates the social and health consequences of drinking among women of reproductive age. Data were collected using a concurrent mixed research approach (quantitative and qualitative data) Three hundred and seventy-three (373) close-ended questionnaires were analysed, and in-depth interviews were conducted among 12 mothers randomly selected from different occupational backgrounds. Findings reveal that heavy alcohol intake can cause divorce in marriages, loss of social respect, stigmatisation for the children, and loss of social bonds within the family. The researcher concluded that health and social issues relating to alcohol use can only be understood within the social and cultural context. However, the paper recommends an all-encompassing approach which involves continuous sensitization of women (especially of reproductive age) on the dangers of maternal alcohol use and the need to implement policies to regulate the production, marketing, and consumption of alcohol.

Features of alcohol advertisements across five urban slums in Kampala, Uganda: pilot testing a container-based approach

BackgroundDespite the high prevalence of alcohol use and marketing in many settings across sub-Saharan Africa, few studies have systematically sought to assess alcohol marketing exposure, particularly in vulnerable areas such as urban slums where alcohol is often highly prevalent but where educational programs and alcohol prevention messages are scarce.ObjectiveTo pilot test the development and implementation of environmental scans of alcohol advertisements in five urban slums across different areas of Kampala, Uganda: Bwaise, Kamwokya, Makindye, Nakulabye, and Nateete.MethodsEach of the five scans was conducted in geographical circles, within a 500-m radius of a Uganda Youth Development Link (UYDEL) drop-in Center using a container-based approach. Using a Garmin GPS with photo capabilities and a tablet for data entry, teams of at least two trained researchers walked the main roads within the target area and gathered information about each alcohol advertisement including its location, type, size, and placement and other characteristics. Data with the GPS coordinates, photos and descriptive details of the adverts were merged for analyses.ResultsA total of 235 alcohol adverts were found across all five data collection sites reflecting 32 different brands. The majority of the adverts (85.8%) were smaller and medium sizes placed by restaurants and bars, stores and kiosks, and liquor stores. The most frequently noted types of alcohol in the adverts were spirits (50.6%) and beer (30.6%).RecommendationsThe pilot test of the methodology we developed indicated that implementation was feasible, although challenges were noted. Since monitoring alcohol marketing is key for addressing underage alcohol use and harm, the advantages and disadvantages of the approach we developed are discussed. Future research needs to strengthen and simplify strategies for monitoring alcohol marketing in low-resource settings such as urban slums which have unique features that need to be considered. Meanwhile, the findings may yield valuable information for stakeholders and to guide intervention developments and alcohol marketing policy to protect youth.

Benchmarking alcohol policy based on stringency and impact: The International Alcohol Control (IAC) policy index.

This study developed a measurement tool to assess stringency and 'on-the-ground' impact of four key alcohol policy domains to create an alcohol policy index suitable for benchmarking alcohol policy and assessing change over time in middle- and high-income countries. It involved a collaboration between researchers in 12 diverse countries: New Zealand; Australia; England; Scotland; Netherlands; Vietnam; Thailand; South Africa; Turkey; Chile; Saint Kitts and Nevis and Mongolia. Data on the four most effective alcohol policy domains (availability, pricing policy, alcohol marketing, drink driving) were used to create an alcohol policy index based on their association with alcohol per capita consumption (APC) of commercial (recorded) alcohol. An innovation was the inclusion of measures of impact along with the stringency of the legislation or regulation. The resulting International Alcohol Control (IAC) Policy Index showed a very high negative correlation (-0.91) with recorded APC. Greater affordability of alcohol, an impact measure taking into account prices paid and countries' Gross Domestic Product, was predictive of higher APC (-0.80). Countries in which more modes of alcohol marketing are legally allowed and used had higher APC. Legislation on outlet density and drink driving predicted APC whereas trading hours did not. While stringency and impact measures varied between domains in terms of relationship with APC, overall, there was a strong correlation between impact and stringency (0.77). The IAC Policy Index, which includes measures of policy stringency and 'on-the-ground' impacts in relation to four key policy areas, was found to be strongly associated with commercial alcohol consumed in a number of diverse country settings. It showed a larger relationship than previous indices that include more policy dimensions. The index provides a relatively simple tool for benchmarking and communication with policy makers to encourage a strong focus on uptake of these four most effective alcohol policies.

Exposure to Alcohol Marketing and Alcohol-Related Consequences in Young Adults

Background: Exposure to alcohol marketing is positively associated with alcohol consumption. However, few research studies have tested alcohol marketing’s effect on other alcohol-related outcomes. Consequently, the current study sought to identify associations between exposure to alcohol marketing and alcohol-related consequences in young adults. Methods: A secondary analysis of the 2020 Rhode Island Young Adult Survey was conducted. Participants were lifetime drinkers (n = 390) who were 18 to 25 years old and lived in Rhode Island for at least part of 2020. Past 30 day exposure to 6 forms of alcohol marketing was assessed. Alcohol consequences were measured using 8 items from the Brief Young Adult Alcohol Consequences Questionnaire. Logistic regression models were adjusted for AUDIT score, age, race/ethnicity, gender, sexual orientation, employment status, and enrollment in school. Results: 92.3% of participants reported past 30 days exposure to any form of alcohol marketing. 43.6% of participants reported experiencing any alcohol-related consequence. Exposure to any form of alcohol marketing was positively associated with experiencing alcohol-related consequences (OR[95% CI] = 3.35 [1.19, 9.44]). After disaggregation by marketing type, only television exposure remained significantly associated with alcohol-related consequences (OR[95% CI] = 1.85 [1.06, 3.24]). Conclusions: Exposure to alcohol advertising on television may be positively associated with experiencing negative alcohol consequences in young adults. If confirmed, the findings may renew interest in strengthening alcohol marketing guidelines and regulations.

Alcohol consumption and closed borders - how COVID-19 restrictions have impacted alcohol sales and consumption in Europe

BackgroundThe closing of bars, restaurants and international borders during the COVID-19 pandemic led to significant changes in alcohol availability. This study provides a first systematic overview of the monthly development of alcohol sales in Europe during the pandemic in order to determine the effect of closed borders on the sales and consumption of alcohol.MethodsThe study covers 72 months from January 2015 to December 2020 in 14 countries from northern, central and western Europe with excise revenue data for beer, spirits, wine separately and summed, converted into litres of pure alcohol per capita 15+ as a proxy for alcohol sales. March–December 2020 is seen as the pandemic period. The analyses consist of (1) descriptive trends of sales before and during the pandemic, (2) assessment of the pandemic impact on sales by time-series analyses and (3) case studies of countries and a region with substantial cross-border inflow or outflow of alcohol.ResultsThe result shows an overall reduction in alcohol sales with 3.6% during the pandemic. Nevertheless, the results differ based on the level of cross-border purchasing flows pre-pandemic, as countries with high cross-border inflow saw an increase in domestic sales as the pandemic hit. Norway, for example, saw a 23% increase in domestic sales during the pandemic period March–December 2020 compared to the same period in 2019.ConclusionThe closing of intra-European borders had a significant redistributing effect on alcohol sales. While noting sales increases, cross-border inflow countries generally saw a decrease in total amount of alcohol consumed per capita as not all cross-border purchases were replaced by domestic sales. This has important policy implications as large volumes of cross-border inflow of alcohol can negatively affect excise revenue as well as public health outcomes.The methodology can be used to further explore the reliance of different purchasing streams in a domestic alcohol market.

Social norms regarding alcohol use, perceptions of alcohol advertisement and intent to drink alcohol among youth in Uganda

ABSTRACT The objective of this paper is to address the scarcity of research on alcohol marketing exposure and underage drinking in sub-Saharan Africa. This study examines perceptions of alcohol advertisements and perceived peer, adult, and parental attitudes regarding alcohol use and intentions to drink among vulnerable youth. The Kampala Youth Survey is a cross-sectional study conducted in 2014 with service-seeking youth (ages 12–18 years) living in the slums of Kampala (n = 1,134) who were participating in Uganda Youth Development Link drop-in centers. Survey measures assessed perceptions of alcohol ads, social norms regarding alcohol use, and intentions to drink alcohol. Chi-square tests and structural equation modeling analyses were computed. Among participants, 32% reported intentions to drink alcohol. In fully adjusted multivariable models, current drinking status (AdjOR = 5.13; 95%CI:3.93, 6.72) and perceived attractive alcohol ads (AdjOR = 3.71; 95%CI:2.88, 4.78) were most strongly associated with the intention to drink. Analyses examining social norms as a moderator between perceptions of alcohol ads and intention to drink found that peer networks that disapproved of drinking were protective against intent to drink. Perceived alcohol advertisement effectiveness and peer networks supportive of alcohol use were associated with intentions to drink among both boys and girls in Kampala and were not buffered by parental disapproval of drinking. Reducing exposure to alcohol marketing and developing prevention programs that strengthen peer networks disapproving of underage alcohol use and reduce exposure to alcohol marketing may be promising strategies among these vulnerable youth.

'Pretty in Pink' and 'Girl Power': An analysis of the targeting and representation of women in alcohol brand marketing on Facebook and Instagram.

Alcohol marketing helps shape how gender roles and relations are understood, and the gendered nature of drinking learned. In recent years, changes in how women are presented and addressed in marketing, including alcohol marketing, have been observed. This reflects the shifting social, political and regulatory context, in which increased attention has been given to gender inequality and the damaging impact of gender stereotypes. Research is yet to explore the gendered nature of alcohol marketing within this contemporary context. A quantitative content and qualitative thematic analysis of alcohol marketing posts (N=2600) by 20 alcohol brands on Facebook and Instagram pages over an 18 month period (1st January 2019-30th June 2020) was conducted. Marketing strategies were identified, and the way in which posts targeted, represented and engaged women analysed. New (e.g. 'influencer' collaborations) and established (e.g. competitions) strategies were being used to target both women and men. Drinking was presented as a feminine practice and as an important component of 'doing' a combination of traditional, post-feminist and feminist femininities. Women were assigned a range of gender roles that acknowledged their individual pleasures and achievements, and traditional gender roles and stereotypes were both reinforced and rejected to promote alcohol use. An important move away from sexualising and demeaning women to the appropriation of feminist and equality messages was observed, which may appeal to a wider range of women, including those embracing feminist identities. Alcohol brand marketing encourages alcohol use to women through both perpetuating and challenging gender stereotypes. Claims by brands of a commitment to equality are at odds with the harms related to alcohol consumption that contribute to the widening of health and social inequalities. It is important that future work on women's drinking and alcohol marketing is situated within the shifting social-political climate in which traditional, post-feminist and new fourth wave feminist rhetoric and femininities co-exist.

Exposure to alcohol promotions on web-based media, sex and college risky drinking

Objective: Internet and development of digital media as a tool for online promotions provides avenues for early recruitment of college students into risky drinking. The objective of the study was to examine prevalence of alcohol promotions on web-based media and its possible effects on alcohol drinking by sex among college students in Kenya. Participants and Methods: A sample of 836 out of 1354 (61.7%) second and final year students in the school of education of a public urban university in Kenya participated in this online cross-sectional survey using awareness of online alcohol marketing and TWEAK questionnaires. Results: Facebook attracted most alcohol post per day (χ=3.6) and other apps collectively had least alcohol post per day (χ=0.8). Spearman’s correlation show significant association between online alcohol promotions and risky drinking (0.37; p < 0.001). At the overall level of exposure to online alcohol promotions on web-based media and risky drinking, we perceived a statistical significance difference (p < 0.001) in favor of male respondents. The regression model was successful in explaining approximately 56% of the adjusted variance in risky drinking habits. Conclusion: This significant level presence of online liquor promotions suggest that the youth had fairly open access to the mixed beverage creator’s items through web-based media stages which could impact youth to take part in early liquor drinking propensity. There was substantial presence of online alcohol promotions via web-based media scene that was related to risky drinking. Lastly, sex and online alcohol promotions could contribute to risky drinking among college students in Kenya.

Consumer protection messages in alcohol marketing on Twitter in Ireland: a content analysis

Alcohol marketing provides a high-reach opportunity to communicate consumer protection messages (e.g. health warnings), but there are concerns about the efficacy of self-regulatory practice. Through the Public Health (Alcohol) Act, Ireland will mandate the presence of such information. To understand the potential impact of the Act, we examined: (1) the presence of self-regulated consumer protection messages in alcohol marketing on Twitter; and (2) the presence of warnings (about alcohol, drinking when pregnant, and cancers) and signposts to websites with information about alcohol, which will be required under the Act. Data come from a content analysis of Tweets (n = 554) from a purposive non-probabilistic sample of 13 alcohol companies either based in Ireland or, for multinational companies, where marketing was targeted at Ireland. A third of Tweets (36.3%) had a self-regulated message, with ‘Get the facts. Be DRINKAWARE’ featured most (20.0%). No Tweets signposted independent health websites, 20.6% signposted an industry-funded website (drinkaware.ie), and 6.7% signposted industry-controlled websites. No Tweets featured warnings about the dangers of alcohol or link to cancers. Only one brand (0.5% Tweets) referenced drinking during pregnancy, but only through incidental exposure to warnings on packaging. Ireland’s legislation will fundamentally improve communication of warnings in alcohol marketing on Twitter.

The Regulation of Alcohol Marketing in France: The Loi Evin at Thirty.

When adopted in 1991, the French Loi Evin was pioneering as one of the first in the world to regulate alcohol marketing as extensively. This short contribution assesses whether it remains fit for purpose over 30 years later. To this effect, it assesses its main provisions, considers the legislative amendments that have ensued as well as the extensive interpretation French courts have given of its scope, before concluding that the prospects for its revisions are limited in the near future.