Promotion

The impacts of advertising and marketing on drinking and related problems have been difficult to estimate; however, recent research has indicated a need to strengthen regulations. Targeted approaches, such as promotions aimed at college students, have been found to be much more problematic, and vulnerable groups (underage youth), are more susceptible. Legal or government restrictions on alcohol marketing range from moderate to considerable and vary across different alcohol types and media formats. Warning labels, product content labeling, and counter-messaging to increase awareness of alcohol’s harms may help offset industry promotions. 

Advertising and Challenges
Advertising Bans and Restrictions
Marketing and Promotions
Labeling and Packaging

Adolescents’ Exposure to Paid Alcohol Advertising on Television and Their Alcohol Use: Exploring Associations During a 13-Year Period: Paid Television Alcohol Advertising and Adolescent Drinking

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Alcohol Advertising Influences Underage Brand-Specific Drinking: Evidence of a Linear Dose-Response Relationship

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European Longitudinal Study on the Relationship Between Adolescents' Alcohol Marketing Exposure and Alcohol Use

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This Ad is for You: Targeting and the Effect of Alcohol Advertising on Youth Drinking

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Immediate Effects of Alcohol Marketing Communications and Media Portrayals on Consumption and Cognition: A Systematic Review and Meta-Analysis of Experimental Studies

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  1. Alcohol Marketing on Twitter and Instagram: Evidence of Directly Advertising to Youth/Adolescents
    Barry AE, Bates AM, Olusanya O, Vinal CE, Martin E, Peoples JE, Montano JR. Alcohol and alcoholism (Oxford, Oxfordshire). 51(4), 487-492.
    Date: 2016
  2. The Cognitive and Behavioral Impact of Alcohol Promoting and Alcohol Warning Advertisements: An Experimental Study
    Brown KG, Stautz K, Hollands GJ, Winpenny EM, Marteau TM. Alcohol and alcoholism (Oxford, Oxfordshire). 51(3), 354-362.
    Date: 2016
  3. European Longitudinal Study on the Relationship Between Adolescents' Alcohol Marketing Exposure and Alcohol Use
    Bruijn Ad, Tanghe J, Leeuw RNHd, Engels RCME, Anderson PD, Beccaria F, Dalen Wv. Addiction. 111(10), 1774-1783.
    Date: 2016
  4. Child and Adolescent Exposure to Alcohol Advertising in Australia's Major Televised Sports
    Carr S, O'Brien KS, Ferris J, Room R, Livingston M, Vandenberg B, Lynott D. Drug and Alcohol Review. 35(4), 406-411.
    Date: 2016
  5. Who ‘Likes’ Alcohol? Young Australians' Engagement with Alcohol Marketing Via Social Media and Related Alcohol Consumption Patterns
    Carrotte ER, Dietze PM, Wright CJ, Lim MS. Australian and New Zealand Journal of Public Health. 40(5), 474-479.
    Date: 2016
  6. Television Viewing and Alcohol Advertising with Alcohol Expectancies Among School-Aged Children in Taiwan
    Chen Y, Chiu Y, Ting T, Liao H, Chen WJ, Chen C. Drug and Alcohol Dependence. 162, 219-226.
    Date: 2016
  7. Alcohol Advertising Exposure Among Middle School-Age Youth: An Assessment Across All Media and Venues
    Collins RL, Martino SC, Kovalchik SA, Becker KM, Shadel WG, D'Amico EJ. Journal of Studies on Alcohol and Drugs. 77(3), 384-392.
    Date: 2016
  8. Evaluating the Effects of Six Alcohol-Related Message Frames on Emotions and Intentions: The Neglected Role of Disgust
    Collymore NN, McDermott MR. Journal of Health Psychology. 21(9), 1907-1917.
    Date: 2016
  9. Targeting Gender: A Content Analysis of Alcohol Advertising in Magazines
    Jung AR, Hovland R. Health Marketing Quarterly. 33(3), 221-238.
    Date: 2016
  10. Ecological Momentary Assessment of the Association Between Exposure to Alcohol Advertising and Early Adolescents' Beliefs About Alcohol
    Martino SCPD, Kovalchik SAPD, Collins RLPD, Becker KMMS, Shadel WGPD, D'Amico EJPD. Journal of Adolescent Health. 58(1), 85-91.
    Date: 2016
  11. This Ad is for You: Targeting and the Effect of Alcohol Advertising on Youth Drinking
    Molloy E. Health Economics. 25(2), 148-164.
    Date: 2016
  12. Amount of Televised Alcohol Advertising Exposure and the Quantity of Alcohol Consumed by Youth
    Naimi TS, Ross CS, Siegel MB, DeJong W, Jernigan DH. Journal of Studies on Alcohol and Drugs. 77(5), 723-729.
    Date: 2016
  13. Immediate Effects of Alcohol Marketing Communications and Media Portrayals on Consumption and Cognition: A Systematic Review and Meta-Analysis of Experimental Studies
    Stautz K, Brown KG, King SE, Shemilt I, Marteau TM. BMC Public Health. 16(1), 465-418.
    Date: 2016
  14. Dynamic Exposure to Alcohol Advertising in a Sports Context Influences Implicit Attitudes
    Zerhouni O, Bègue L, Duke AA, Flaudias V. Alcoholism: Clinical and Experimental Research. 40(2), 422-428.
    Date: 2016
  15. Cued Recall of Alcohol Advertising on Television and Underage Drinking Behavior
    Tanski SE, McClure AC, Li Z, Jackson K, Morgenstern M, Li Z, Sargent JD. JAMA Pediatrics. 169(3), 264-271.
    Date: 2015
  16. How Has Alcohol Advertising in Traditional and Online Media in Australia Changed? Trends in Advertising Expenditure 1997–2011
    White V, Faulkner A, Coomber K, Azar D, Room R, Livingston M, Wakefield M. Drug and Alcohol Review. 34(5), 521-530.
    Date: 2015
  17. Using Media Exposure to Predict the Initiation and Persistence of Youth Alcohol Use in Taiwan
    Chang F, Lee C, Chen P, Chiu C, Miao N, Pan Y, Lee S. International Journal of Drug Policy. 25(3), 386-392.
    Date: 2014
  18. Exploring College Students' Use of General and Alcohol-Related Social Media and Their Associations with Alcohol-Related Behaviors
    Hoffman EW, Pinkleton BE, Weintraub Austin E, Reyes-Velázquez W. Journal of American College Health. 62(5), 328-335.
    Date: 2014
  19. Automatically Activated Attitudes as Mechanisms for Message Effects: The Case of Alcohol Advertisements
    Goodall CE, Slater MD. Communication Research. 37(5), 620-643.
    Date: 2010 (archived)
  20. Association Between Residential Exposure to Outdoor Alcohol Advertising and Problem Drinking Among African American Women in New York City
    Kwate NO, Meyer IH. American Journal of Public Health. 99(2), 228-230.
    Date: 2009 (archived)
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