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.
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- Broadcast Advertising and United States Demand for Alcoholic BeveragesNelson JP. Southern Economic Journal. 65(4), 774-790.Date: 1999 (archived)
- Image Advertisements for Alcohol Products: is there Appeal Associated with Adolescents’ Intention to Consume AlcoholKelly KJ, Edwards RW. Adolescence. 33(129), 47-59.Date: 1998 (archived)
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- Advertising, Price, and Welfare: Evidence from the United States Brewing IndustryTremblay CH, Tremblay VJ. Southern Economic Journal. 62(2), 367-321.Date: 1995 (archived)