Impact Of Alcohol Marketing Research Articles

The effect of alcohol marketing on people with, or at risk of, an alcohol problem: A rapid review

Abstract Background Little is known about the impact of alcohol marketing on people with, or at risk of, an alcohol problem. A rapid review of primary studies was conducted with the aim of exploring the effect of alcohol marketing in this population. Methods People with, or at risk of an alcohol problem were defined as people with an alcohol use disorder, in recovery from an alcohol use disorder, and hazardous and harmful drinkers. Searches for relevant literature were conducted through Medline, EMBASE and PsychINFO; reference list scanning and citation tracking of included studies; and grey literature searching of relevant websites. A narrative synthesis of included studies was undertaken. Results The review included 11 studies, which focused on participants recovering from an alcohol use disorder (AUD, 6 studies) and those with hazardous or harmful consumption levels of alcohol (5 studies). 7 studies were quantitative and 4 were qualitative. The effect of alcohol advertising on alcohol use was only assessed in one small experimental study of young adult heavy drinkers, which found no apparent effect. Studies looking at other outcomes suggested that a significant proportion of people with or at risk of alcohol problems notice alcohol advertisements and can find them appealing, and that advertisements may have an effect on positive alcohol-related emotions and cognitions. Among people in recovery from an alcohol use disorder, findings suggested that there could be an effect on craving, and that alcohol marketing may be perceived to trigger a desire to drink. Conclusions Several studies report effects of alcohol marketing which may translate into effects on consumption. There is also evidence that alcohol marketing is perceived to act as a trigger by people in recovery from alcohol problems. Further longitudinal and experimental research is needed to determine whether alcohol marketing has a causal effect on alcohol use in this population. Key messages • The findings of the studies included in the review suggest that an effect of alcohol marketing in people with, or at risk of, an alcohol problem is likely. • The impact of alcohol marketing on people with or at risk of an alcohol problem should be a concern for marketing regulators and a focus for future research.

Alcohol use disorders, beverage preferences and the influence of alcohol marketing: a preliminary study

BackgroundAlcohol Use Disorders (AUD) are among the most prevalent mental disorders in the world. They are the leading risk factor for premature mortality and disability among 15 to 49-year-olds. Links between alcohol marketing and patterns of alcohol consumption are well defined in adolescents but there is few data on the impact of alcohol marketing on a population of drinkers with an AUD and seeking treatment. This study was designed in collaboration among researchers specialising in addictive disorders, in social marketing and primary care.MethodsThis was a monocentric, cross-sectional, descriptive study. The main objective of this study was to define the type of marketing identified by drinkers with an AUD who were seeking treatment and their beverage preferences. Drinkers aged 18+ with an AUD and seeking treatment were included. A descriptive analysis and a logistic regression were carried out .ResultsN = 91 patients were included, 73.6% were male, the average age was 46.2 years. 72% said they were not influenced by alcohol marketing, but 76% recalled an alcohol advertisement in the last 6 months. The most frequently reported beverage preferences were wine (39.6%), standard beers (29.6%), spirits (27.5%) and strong beers (16.5%).ConclusionsPatients with AUD, defined as vulnerable, reported exposure to alcohol marketing but did not seem to identify it consciously. Marketing influences differed according to beverage preferences. These results need to be confirmed by a larger study.

Impact of alcohol marketing on drinkers with Alcohol use disorders seeking treatment: a mixed-method study protocol

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.

The Need of Laws to Reduce the Impact of Alcohol Marketing on Youth under 18 Years Old in Ethiopia

The proportion of teenagers who drink alcoholic beverages regularly is increasing and many young people start drinking from a very young age in Ethiopia. There are compelling evidences about the negative impact of drinking by young people not only on their health, but it is also known to be a major contributory factor for much of the crime and anti-social behavior carried out by young people. So, reducing the impact of alcohol marketing on young people is not only a public health goal but also a public law goal since underage drinking is a significant contributor to youth alcohol-related crimes, suicide and problems associated with school and family. Young people drink earlier more often and more frequently when exposed to alcohol marketing. There is known to be a link between alcoholic beverages advertising and people's alcohol consumption, particularly those under the age of 18. This study argues that any advertisement of liquor shall not concentrate on minors or use a minor as an advertisement actor so as to protect minors from negative impacts of alcohol consumption. Besides the large volume of alcohol advertising practices encountered in Ethiopia, the content of the advertisements stand out and are part of a very aggressive marketing strategy which might be interpreted as unethical. Moreover, there is no law that prescribes liability against alcohol manufacturers and sellers which serve alcohol to a boy or a girl under 18 years old in Ethiopia. Regarding methodology, this study uses qualitative data by assessing the laws and policies of the country Vis-a-vis international experiences. It, therefore, focuses on the following research questions: (1) do alcoholic beverages manufacturing companies transmit ethical and legal advertisements in accordance with the Ethiopian Advertisement Proclamation No.759/2012? (2) do advertisements of alcoholic beverages concentrate on minors? (3) is there a need of laws that prescribe liability against alcohol manufacturers and sellers which serve alcohol to a youngster who is under 18 years old?; and finally is there a need of vibrant laws to reduce the impact of alcohol marketing on youth? This study recommends that there should be regulatory legal frameworks on underage alcohol drinking in Ethiopia. Hence, the alcohol marketing regulatory framework should be stringent and established by law in Ethiopia.

Critical social marketing: investigating alcohol marketing in the developing world

PurposeThe World Health Organization (WHO) has expressed concern regarding alcohol consumption and related harms in developing nations. Concomitantly a growing evidence base suggests that alcohol marketing influences drinking behaviours. The purpose of this paper is to explore how critical social marketing can help assess the nature of alcohol marketing, and the effectiveness of its regulation, in developing countries.Design/methodology/approachA sample of 14 alcohol marketing campaigns from India, Malawi, Malaysia, Nigeria, Philippines, Sri Lanka, and Thailand are assessed against the regulatory codes governing alcohol marketing in the UK.FindingsThe study found that alcohol marketing often contravened the UK regulatory codes. Critical social marketing offers a framework for research and analysis to assess the nature and impact of alcohol marketing, and to address alcohol related harms in developing countries.Research limitations/implicationsThis exploratory study is limited to a small convenience sample. Future research to systematically audit alcohol marketing, and consumer studies to assess its impact on drinking behaviours in developing nations would be welcomed.Practical implicationsFindings suggest that initiatives to monitor and effectively regulate alcohol marketing in developing nations should be explored by policymakers. The competitive analysis and insight generated by studies of this nature can aid development agencies in the design and implementation of alcohol social marketing interventions. The global alcohol industry and marketers should also be encouraged to act more socially responsible.Originality/valueThe paper offers insights into how the critical social marketing framework can be applied in practice, to inform social marketing activity in the upstream and downstream environment.

Everyday, Everywhere: Alcohol Marketing and Social Media—Current Trends

To provide a snapshot content analysis of social media marketing among leading alcohol brands in the UK, and to outline the implications for both regulatory policies and further research. Using screengrab technology, the complete Facebook walls and Twitter timelines for 12 leading UK alcohol brands in November 2011 were captured and archived. A total of 701 brand-authored posts were identified and categorized using a thematic coding frame. Key strategic trends were identified and analysed in the light of contextual research into recent developments in marketing practice within the alcohol industry. A number of dominating trends were identified. These included the use of real-world tie-ins, interactive games, competitions and time-specific suggestions to drink. These methods reflect a strategy of branded conversation-stimulus which is favoured by social media marketing agencies. A number of distinct marketing methods are deployed by alcohol brands when using social media. These may undermine policies which seek to change social norms around drinking, especially the normalization of daily consumption. Social media marketing also raises questions regarding the efficacy of reactive regulatory frameworks. Further research into both the nature and impact of alcohol marketing on social media is needed.

Impact of Alcohol Marketing on Youth Drinking

Dear Editor, I am writing to endorse Ross Gordon's Rejoinder to the Alcohol Industry (this issue) in response to the misrepresentation of our work by the Portman Group. In it, he reiterates the findings the paper he, Anne Marie Mackintosh and Crawford Moodie published …

Alcohol Marketing and Youth Drinking: a Rejoinder to the Alcohol Industry

As societal concern has increased in relation to alcohol consumption and alcohol-related harm (Rehm et al ., 2009; Nutt et al ., 2010), attention on factors potentially influencing drinking behaviours has grown. One such factor that has been identified is alcohol marketing (Babor et al ., 2010). Numerous studies assessing the impact of alcohol marketing on youth drinking have been carried out over the past 25 years. Early econometric studies investigating the associations between total alcohol advertising spend and drinking behaviour did not find any effect (Hastings et al ., 2005). However, several recent sophisticated consumer studies, using a longitudinal cohort design, have found small but significant associations between exposure to, awareness of, and involvement with alcohol marketing, and youth drinking behaviours (Ellickson et al ., 2005; Collins et al ., 2007; McClure et al ., 2009). This is unsurprising given the potential exposure to alcohol marketing experienced by young people. Although the majority of these studies have been conducted in the USA, a recent study from the UK published in Alcohol and Alcoholism also suggested that alcohol marketing influences youth drinking behaviour (Gordon et al ., 2010). A briefing note published by the Portman Group (an agency linked to the alcohol beverage industry) presented the argument that alcohol marketing merely encourages brand switching, rather than encouraging consumption (Portman Group, 2010). The note commented that Gordon et al . (2010) found no association between awareness of alcohol marketing and either initiation of drinking or volume of alcohol consumed. This view was restated, and the topic debated, at the annual conference of Alcohol Concern in London, November 2010. The briefing note is selective in its reporting of the study of Gordon et al . …

The Impact of Alcohol Marketing on Youth Drinking Behaviour: A Two-stage Cohort Study

To examine whether awareness of, and involvement with alcohol marketing at age 13 is predictive of initiation of drinking, frequency of drinking and units of alcohol consumed at age 15. A two-stage cohort study, involving a questionnaire survey, combining interview and self-completion, was administered in respondents' homes. Respondents were drawn from secondary schools in three adjoining local authority areas in the West of Scotland, UK. From a baseline sample of 920 teenagers (aged 12-14, mean age 13), in 2006, a cohort of 552 was followed up 2 years later (aged 14-16, mean age 15). Data were gathered on multiple forms of alcohol marketing and measures of drinking initiation, frequency and consumption. At follow-up, logistic regression demonstrated that, after controlling for confounding variables, involvement with alcohol marketing at baseline was predictive of both uptake of drinking and increased frequency of drinking. Awareness of marketing at baseline was also associated with an increased frequency of drinking at follow-up. Our findings demonstrate an association between involvement with, and awareness of, alcohol marketing and drinking uptake or increased drinking frequency, and we consider whether the current regulatory environment affords youth sufficient protection from alcohol marketing.

Introduction to the issue—the alcohol industry and alcohol policy

The five papers in this special issue result from a scientific meeting on the alcohol industry and alcohol policy that was convened in Copenhagen by the Nordic Centre for Alcohol and Drug Research (NAD) and the Society for the Study of Addiction (SSA), with financial support from the Norwegian Government [1–5]. The meeting brought together people involved in research, agenda-setting and decision-making in the field of public health from Canada, Europe, New Zealand and the United States. The industry’s marketing practices, its advantages from trade agreements, lessons from tobacco control and possibilities for pursuing legal action in Europe were some of the topics discussed. Typical situations were described in a handful of case studies from different regions and countries. A sister issue of the Journal Nordic Studies on Alcohol and Drugs includes other papers, case studies and commentaries from the meeting [6]. As Sally Casswell notes in her Editorial [1], there has been a remarkable increase in the attention paid to the alcohol industry in recent years by those working in the public health field, representing a much-needed change. She notes that this change is, of course, a reflection of the changing context for alcohol use and alcohol-related harm and a changing industry: trans-governmental corporations of all types are engaged in marketing their products directly to the consumer and are involved increasingly in the policy process. However, as Casswell points out, although industry activities are increasingly being documented there remains a dearth of scientific literature in this field. David Jernigan [2] reminds us that the globalized segment of the alcohol industry is large and concentrated in the hands of a relatively small number of companies. The top five brewers hold about 50% of the global beer market and the top five spirits companies hold about 50% of the global spirits market between them. Jernigan points out that these companies employ a range of activities to promote themselves and their products. He notes that although longitudinal studies have been conducted to assess the public health impact on young people of a small subset of activities, for the most part public health research has not kept up with the ability of this industry to innovate in its marketing and its organization, and that there is a need for further studies on the health and political impacts of the global alcohol industry. Donald Zeigler [3] describes how trade agreements can impact on alcohol policies, noting that the alcohol industry seeks to influence agreements and can be expected to work through trade agreements to reduce tariffs, increase market access and seek to restrict effective domestic regulations. He concludes that public health experts must be brought into trade deliberations to provide input so that trade policies are less likely to stimulate alcohol use and related consequences. He proposes two supporting strategies: (i) to treat alcohol as an extraordinary commodity, with measures affecting the supply, distribution, sale, advertising, promotion or investment in alcohol beverages being excluded from international trade agreements; and (ii) advocate for a Framework Convention on Alcohol Control to deal effectively and collectively with alcohol issues at the global level. Jim Mosher [4] describes the lessons that can be learnt from the litigation experience in the field of tobacco, concluding that litigation is a powerful tool in addressing aggressive marketing by the purveyors of addictive products such as alcohol. However, Mosher notes that to be effective at both the national and international level, litigation should encompass a broad array of legal tactics designed to identify and restrict unfair, deceptive and misleading alcohol marketing tactics and should be utilized in conjunction with complementary prevention strategies. This requires further research on the impact of alcohol marketing on youth alcohol consumption and problems. OVERVIEW doi:10.1111/j.1360-0443.2008.02428.x

Litigation and alcohol policy: lessons from the US Tobacco Wars

This paper explores the role of litigation in preventing alcohol-related harms, identifying lessons from the use of litigation in tobacco control policy in the United States. It analyzes the key components of litigation in an international context, provides a case study of its potential use in addressing the marketing of alcopops to youth and offers recommendations for pursuing litigation strategies in future alcohol policy efforts. The paper's analyses are based on both original and secondary legal research. State and federal case law and secondary sources are reviewed in assessing lessons learned from tobacco litigation in the United States and the potential role of litigation in alcohol policy, both in the United States and internationally. Assessment of alcohol litigation cases and state and federal laws and regulations provides the foundation for the alcopops case study. The tobacco litigation experience demonstrates that litigation is a powerful tool in addressing aggressive marketing by purveyors of addictive products such as alcohol. To be effective at both national and international levels, litigation should encompass a broad array of legal tactics designed to identify and restrict unfair, deceptive and misleading alcohol marketing tactics and should be utilized in conjunction with complementary prevention strategies. Research conducted on the impact of alcohol marketing on youth alcohol consumption and problems is needed to support potential litigation claims. Developing litigation expertise within the alcohol policy field and building collaboration with litigation specialists in tobacco control should also be considered a high priority.