Commentary on Bosque‐Prous et al. (2014): Alcohol advertising and older adults

Response to Jernigan & Ross (2014): Alcohol advertising and hazardous drinkers

“…In summary, it is necessary to raise awareness of the magnitude of the adverse effects of alcohol on health and society, not only by developing effective policies, but also by monitoring their enforcement. We agree with Jernigan & Ross that our findings need to be further confirmed to determine if alcohol advertising also has an effect on older adults, although its effects on other population groups deserving special attention could not be tested in our study. Alcohol advertising is likely to be similar to that for tobacco, focusing efforts in increasing sales in specific vulnerable groups.…”

“…Our study had certain strengths and limitations, which are described in our paper . Jernigan & Ross highlight two particular limitations that deserve further comment.…”

“…We appreciate the thoughtful commentary by Jernigan & Ross on our paper regarding alcohol advertising restrictions in Europe . They underline the fact that there are many myths about alcohol‐related policy that have been difficult to challenge and change, especially those related to marketing and advertising.…”