The Regulation of Alcohol Marketing: From Research to Public Health Policy

A series of reports in a supplement to the scientific journal Addiction presents the latest evidence on alcohol marketing and its impact on children. Key findings from the collection of peer-reviewed manuscripts include:

• Exposure to alcohol marketing is associated with youth alcohol consumption.
• Analysis of alcohol promotion during the 2014 FIFA World Cup indicates alcohol marketing practices frequently appeared to breach industry voluntary codes of practice.
• Alcohol industry self-regulatory codes do not sufficiently protect children and adolescents from exposure to alcohol promotions, especially through social media.

The Addiction supplement comprises 14 papers, with research presented from around the world. Lead editor Professor Thomas Babor, of the University of Connecticut, says:

“Governments are responsible for the health of their citizens.  No other legal product with such potential for harm is as widely promoted and advertised in the world as alcohol. These papers provide a wealth of information to support governments in their efforts to protect children and other vulnerable populations from exposure to alcohol marketing.” 

Chris Brookes of the UK Health Forum noted that “Governments have previously approved self-regulatory measures on alcohol advertising; however, we can no longer say that they might work to protect our young people – they don’t. In a literature review of more than 100 studies, none was identified that supported the effectiveness of industry self-regulation programmes.”

The papers offer guidelines to developing more effective alcohol marketing regulations:

The most effective response to alcohol marketing is likely to be a comprehensive ban on alcohol advertising, promotion and sponsorship, in accordance with each country’s constitution or constitutional principles.

Regulations should be statutory, and enforced by an appropriate public health agency of the local or national government, not by the alcohol industry.

Regulations should be independent of the alcohol industry, whose primary interest lies in growing its markets and maximizing profits.

A global agreement on the marketing of alcoholic beverages would support country efforts to move towards a comprehensive ban on alcohol advertising, promotion and sponsorship.

Collaboration with other population-level efforts to restrict marketing of potentially harmful products, such as ultra-processed food, sugary beverages, tobacco, and breast-milk substitutes, should be encouraged and supported. 

The journal supplement is funded by Alcohol Research UK and the Institute of Alcohol Studies, with the authors and editors of the supplement giving their time to produce these papers pro bono. The papers originated in work undertaken by the UK Health Forum to bring EU and US alcohol policy leads together, with funding from the EU. The specific papers were developed for a meeting on alcohol marketing convened by the Pan American Health Organization (PAHO).  This collection of papers represents the highest level of scholarly attention devoted to this issue that has been brought together in the pages of one scientific journal.