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. Early Adolescent Exposure to Alcohol Advertising and Its Relationship to Underage Drinking
    Collins RL, Ellickson PL, McCaffrey DF, Hambarsoomians K. Journal of Adolescent Health. 40(6), 527-534.
    Date: 2007 (archived)
  2. Youth Exposure to Alcohol Advertising in Magazines--United States, 2001-2005
    Jernigan D, Ostroff J, Ross C, Naimi T, and Brewer R. MMWR: Morbidity and Mortality Weekly Report. 56(30), 763-767.
    Date: 2007 (archived)
  3. Examining the Intricacies of Promotion Standardization: Factors Influencing Advertising Message and Packaging
    Griffth DA, Chandra A, Ryans JK, Jr. Journal of International Marketing. 11(3), 30-47.
    Date: 2003 (archived)
  4. Messages in Alcohol Advertising Targeted to Youth
    Jones SC, Donovan RJ. Australian and New Zealand Journal of Public Health. 25(2), 126.
    Date: 2001 (archived)
  5. Dutch Tighten their Rules on Advertising of Alcohol
    Sheldon T. British Medical Journal. 320(7242), 1094.
    Date: 2000 (archived)
  6. A Frequency and Content Analysis of Alcohol Advertising on Brazilian Television
    Pinsky I, Silva MTA. Journal of Studies on Alcohol. 60(3), 394-399.
    Date: 1999 (archived)
  7. Alcohol Advertising and Motor Vehicle Fatalities
    Saffer H. Review of Economics and Statistics. 79: 431-432.
    Date: 1997 (archived)
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