The effect of alcohol advertising, marketing and portrayal on drinking behaviour in young people: systematic review of prospective cohort studies openEQUELLA

This was undertaken for a UK House of Commons Health Select Committee investigation into the conduct of the alcohol industry. Restrictions and regulations on marketing can reduce impulse purchasing or over-purchasing, as well as protecting those who are vulnerable to harm, such as children and people in recovery. For example, alcohol companies will ask supermarkets to stack beers “away from the beer fixture to drive impulse purchase”.

  • Selling wine in larger-sized wine glasses may encourage people to drink more, even when the amount of wine served remains the same.
  • There are detailed rules on alcohol advertising in Section 9 of the BCAP Code.
  • An Instagram post and a Facebook post for Gin brand, made nutritional claims about its products which are not permitted for alcoholic drinks.
  • So it is perhaps unsurprising that the ASA’s studies report over 99% compliance of advertisements across all media with the BCAP Code.
  • Members of the alcohol and advertising industries argue that these alcohol advertisements do not influence levels or patterns of consumption, but serve to promote brand loyalty.

In 1965 due to pressure concerning the health risks of smoking after a study funded by Cancer Research UK in 1958 linking smoking with lung cancer, the UK introduced a ban on tobacco advertising on TV. In just 15 years the smoking rates went down from 55% to 42% in men and 42% to 35% in women. Now if alcohol wasn’t a harmful drug then there would be no problem, but alcohol is an addictive substance with serious health consequences just like smoking, yet smoking advertisements have been banned on TV in the UK since 1965.

Of course the reduction in alcohol consumption would mean less revenue for the government on taxes but advertisers are not the only ones who can be creative when it comes to generating income. It seems strange then that after reading the findings in the report co authored by Professor David Nutt and The Lancet, proving that alcohol is the most dangerous drug known to society the government refuses to take the same stance as they did with the advertising of tobacco. According to the report by professor Nutt, alcohol is considered the most harmful drug to the user and to others above heroin, crack cocaine and even above smoking yet tobacco advertising is banned and alcohol advertising is not. If the government felt called to ban tobacco advertising because of the health risks, then why not do the same for alcohol advertising?

Our rulings are a transparent record of our policy on what is and isn’t acceptable in ads.

The drinks industry clearly knows the power of advertising and it is estimated that each year more than £800 million is spent on advertising alcoholic beverages in the UK. Tobacco advertising was seen to promote smoking in general, especially to children and young people who couldn’t really relate to the difference in the brands but were given positive messages about smoking in general. “I am determined to tackle the harmful impacts that alcohol marketing can have on children and young people, as well as the triggering effect it can have on heavy drinkers and those in recovery. This analysis found that advertisements were designed to explicitly target many prohibited themes, particularly relating to immoderate consumption and social and sexual success, as well as targeting drinkers under 18 years of age. The author of this analysis argued that current regulations focus on content, which requires regulators to make judgments about concepts such as ‘social success’ or ‘masculinity’ that are open to multiple and contested interpretations.

References to sales promotions such as “free drinks all night” and “all you can drink for £10 at X Nightclub” are not acceptable because they could be interpreted to suggest or condone drinking to excess. Then there’s all those branded trips that bartenders get taken on, which are a little more tricky Stateside. Rather than asking them to put their hands in their own pocket however, an unrelated agency covers the cost as a way to get around the rules. Similarly to Malaysia, advertisements for alcohol are not allowed to be shown during Malay-language programmes.

Intriguingly, publications in English or other languages can continue to run the ads. Zenith predicts that brands will boost their digital advertising to support alcohol e-commerce even as the on-trade reopens due to increased consumer awareness of online alcohol purchasing. Societal concerns about alcohol, in particular problems such as binge and underage drinking, mean that it is rarely out of the headlines. With these issues high on the political agenda close scrutiny has been given to those factors that may influence the amount of alcohol we consume, and in response, the UK advertising rules for alcohol are amongst the strictest in the world.

The research aimed to evaluate the impact of the introduction of Cumulative Impact Zones to reduce alcohol related harms across the London Borough of Islington. The advertisement depicted the bestowal of beer first offered in spurts, then with a “fountain” jet and again, in crescendo, in a “cascade”. In this case, the Jury considered that the images and the message were not compatible with the picture because of the conveyance of a message contrary to the principles of moderation and responsibility in drinking. We have analyzed the problem of alcoholic beverage advertising in Italy in the infographic below in legal design style and as part of the rest of the article. A cross-cultural comparison of the processes underlying the associations between sharing of and exposure to alcohol references and drinking intentions.

They have created havoc on drunk driving and this is why our laws have gotten so strict. Losing a child or family member due to a drunk driver is a terrible thing. However, you must wonder what drove that driver to drink and become a killer without being a killer. We need to wake up and defend the next generation from making these mistakes and ruining not only their lives but others as well.

Relationships Between Commercialized Aspects and Likes and Comments

However, there are strict rules around advertisement, under public health laws, and while adverts can be placed at sporting events these cannot be broadcast to the wider public watching from home. Since January 2005, producers are allowed to communicate on references relating to quality characteristics and can also include references relating to the labels of origin or to geographical indications. Back in 1995 Malaysia banned all alcohol adverting on both radio and billboards. Some adverts can still be shown after 10pm on television but never during Malay-language programmes.

According to Ofcom, a media regulator in the UK, children are now seeing more than three alcohol advertisements each week. Since 2006, Sri Lanka has totally banned all public advertising on alcohol. Find out more – read our report from the expert group on alcohol marketing, theQ&A on alcohol marketing with Prof. eco sober house price Karine Gallopel-Morvanand our briefing on Protecting Children and Young People from Alcohol Marketing. Alcohol should be included in the restrictions proposed for ‘unhealthy food and drink’ in the Health and Care Bill, including a 9pm watershed on TV and on-demand services, as well as a complete online ban.

Infographic – Do’s and Don’ts on the Italian gambling advertising ban in legal design style

Any individuals that feature in alcohol ads must be 25 years of age or over, and look it. There are also strict controls around the placement of alcohol ads and they are currently banned from appearing in and around programmes targeted at audiences below the age of 18 and programmes likely to appeal particularly to this age group. The UK’s strict rules on alcohol advertising are the product of collaborative working between ISBA members, regulators and interest groups. Alcoholic beverages are among the UK’s most popular and successful brands.

alcohol advertising

Understanding of strength was generally high across the various drinks with drinkers’ understanding of strength being better for drinks labelled lower in strength. A range of measures come under this act regarding the availability, price, marketing, labelling and advertising of alcohol, which have been gradually implemented since November 2019. Now, 30 years later, Ireland has imposed something similar, with the prohibition of alcohol advertising in or on a ‘sports area’ during a sporting event. I was watching a cookery show and it was only 10am and there they were drinking in the wine and on This Morning at Christmas they were playing a drinking game early morning, live on TV.

Comparing digital and practitioner delivered interventions for alcohol

This new legislation would mean that advertisers cannot show ads promoting alcohol which have scenes with people, animals or pubs. And, it’s not just the drinks industry who would feel the effects but also the media companies. One report suggested that the changes could result in the loss of 20 million a year in ad income. This claim stands in opposition to a wealth of international evidence that has demonstrated both immediate and longer-term effects of alcohol advertising on individual consumption and on total, population-wide, levels of consumption. Detailed studies have found that the more young people are exposed to alcohol advertising, the earlier they initiate drinking and the more frequently and heavily they drink.

Out of these branded posts, 50 posts showed a clear alcohol brand in the photo, 10 posts only had the brand name in the header or hashtag, and 15 posts had the brand in both the picture and the text. Our research asked the general public to be arbiters on whether television advertising used any of the concepts banned by the regulations. Previous research in the US and Australia found non-industry experts perceived television adverts to be in breach of their country’s codes. Our survey – conducted in Manchester – has shown that the situation is similar in the UK. Marketing of alcohol, like the marketing of other products, can be regulated. Rules can restrict both the content of marketing ads and materials, and where and when the marketing can be displayed.

Alcohol marketing

A similar undesirable effect of influencers posting about alcohol is highly plausible, making it important to gain knowledge on the alcoholposts that are being posted by social influencers. We found that mainly lifestyle influencers posted about alcohol, and that they solely do this in a positive way (e.g., by showing laughing people), and often show a social context (i.e., showing one or more persons). This is very much in line with earlier content analyses of peers’ alcoholposts on social media, in which it has been stressed that alcoholposts are positive and social in nature (Hendriks et al., 2018b).

The republic of Ireland already has strict measures in place due to The Public health Bill which was passed in December 2015. From November this year it is forbidden to have any advertising for alcohol on billboards, public vehicles, transport stops within 200 meters of a school, crèche or playground. Yet just as no one has a whiff of a cigarette, no one just has one sip of wine or half a pint at the end of the week. How could a whiff of a cigarette be of any harm in a situation like that? It couldn’t be – there’s too much fresh air, too much health – too much absolute exuding of youth and vitality – that’s the way they do it”.

The present findings add to a small existing literature that highlights how measures intended to benefit public health may benefit industry to the detriment of the health of the public. Our alcohol research focuses on how features of the environment might consciously or unconsciously influence the amount of alcohol we drink. We assess whether interventions to reduce the amount we drink are likely to be effective, and whether people would support these interventions. According to Irish law firm Matheson, Section 15 of the Act has been compared to the FrenchLoi Evin, which enforces a complete ban on alcohol sponsorship of sporting events in France. A ban on alcohol sponsorship of events involving driving or racing motor vehicles. Taking effect on 12 November, the new law is part of the Irish Government’s efforts to reduce the alcohol consumption under the country’s Public Health Act 2018.

  • It was coded whether such a brand post had an educational slogan (i.e., “no 18, no alcohol”), that is advised by the Dutch Foundation for Responsible Alcohol Consumption.
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  • On that basis we won’t advise that ads be amended to include or delete this line and we support and encourage the inclusion of these messages.

If it is indeed the case that influencers advertise for alcohol brands , then this suggests that the alcohol industry has found a way to circumvent legislation and reach minors . Although some suggest that internet age filters or entry pages are good ways of limiting exposure to underage alcohol marketing, evidence suggests that these filters do not work effectively and still allow minors to see alcohol ads (Jones et al., 2014). This stresses the need for new legislation that also incorporates the complicated new world of social media.

Alcohol adverts on TV are subtle, clever and contain messages which worryingly, can appeal to children. As we saw with Aldi’s festive TV advert featuring Kevin the Carrot, which was banned because of ‘its appeal to children’. Maybe this is not the best time of year to be thinking about this or maybe it is. Festive adverts promoting booze are as traditional as Christmas itself and we come to expect them.

Many advertisements use rock music, animation or appealing images which increase their popularity among younger viewers and alcohol adverts are shown to be the most remembered and a favourite with teenagers. There huge concern about the effect that alcohol advertising has on children and young people and perhaps the main reason why some people want to see a ban on TV advertising. As many as 70% of people who turns up at A&E on Friday and Saturday night can be suffering from the effects of alcohol, while consumption of alcohol is estimated to cause 12% to 15% of all A&E attendances. If you have ever been to A&E at these times you will have seen this for yourself.

A marketing email and the restaurant’s website irresponsibly condoned or encouraged excessive drinking and unwise styles of drinking, including excessive drinking during a heatwave. Helpful information on the advertising rules for Alcohol ads, and examples of previous Advertising Standards Authority rulings in this area. In an earlier study looking at people’s perceptions of the amount of wine in different glasses, we found that the same amount of wine was seen as less in larger compared to smaller glasses, and in narrower compared to wider glasses, for larger portions of wine.

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