Recruiting the “Heavy-Using Loyalists of Tomorrow”: An Analysis of the Aims, Effects and Mechanisms of Alcohol Advertising, Based on Advertising Industry Evaluations

Abstract

Restricting alcohol advertising and marketing is a cost-effective intervention for reducing alcohol harms. However, the alcohol industry maintains that advertising does not affect consumption, claiming that its purpose is to help consumers choose brands, it is not aimed at young people, it only promotes “responsible consumption”, and any relationships with consumption are not causal. We reviewed 39 case studies (1981–2016) published by the advertising industry, which evaluate the effects of alcohol advertising campaigns. We used these to examine these industry claims. 30/39 (77%) of the case studies mentioned increasing/maintaining market share as an objective, or used this to assess the effectiveness of advertising campaigns. Most (25/39, 64%) found that campaigns increased consumption-related outcomes. Some campaigns targeted women, and heavy drinkers (e.g., Stella Artois lager, Famous Grouse whisky). Campaigns often (13/39, 33%) targeted younger drinkers. These data show that advertising does influence market share. Other effects reported in the case studies include changing the consumer profile towards: younger drinkers, women, new/lapsed drinkers, and heavy drinkers. They also present evidence of a causal relationship between advertising and consumption. In conclusion, this analysis, based on industry data, presents significant new evidence on (i) the effects of alcohol advertising on consumption-related outcomes, and (ii) the mechanisms by which it achieves those effects.

Dark Nudges and Sludge in Big Alcohol: Behavioral Economics, Cognitive Biases, and Alcohol Industry Corporate Social Responsibility

“…For example, social norming has frequently been used in alcohol marketing to encourage consumption; one advertising campaign for lager noted that its "new appeal lay in drinkers' perceptions of it as a 'popular, fashionable lager.'" 85 There are several implications of this analysis. First, there is growing interest in misinformation campaigns and the role of the internet and social media in spreading them, and in how to recognize and prevent them.…”

Does Drinking Initiation of Young Thai Drinkers Vary Over Time and Generation? Results of the National Surveys on Tobacco and Alcohol Consumption of the Thai Populations 2007 to 2017

“…It should also be noted that the elevated hazard in the 2014 over the 2007 survey was higher among females than males (HR = 2.20 in females and 1.10 in males). It is evidence that the alcohol industry targets marketing efforts toward youth in general, and especially young women (Maani Hessari et al, 2019) by using products with mild alcohol content, colorful appearance and packaging, and fruity flavors to appeal to young women. Our previous study in Thai adolescents also found increasing trends of alcohol consumption among females (Assanangkornchai et al, 2020).…”

Commentary on Niederdeppe et al. : Alcohol marketing exposure regulation should apply to all

“…They can also still access the adult content in any media and are therefore “legally” watching all of the TV programs that other adults watch. Because they will soon become legal consumers, this group is a particular target for marketing [6,7], and it is no coincidence that, for example, alcohol companies sponsor college sports. As such, 18‐ to 20‐year‐olds are probably as, or more, exposed to alcohol marketing as the older adults in the study [8].…”