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
  1. The Effects of Warning- Label Placement in Print Ads: A Social Contract Perspective
    Torres IM, Sierra JJ, Heiser RS. Journal of Advertising (Special Issue: Responsibility in Advertising). 36(2), 49-62.
    Date: 2007 (archived)
  2. Prevention of Deaths from Harmful Drinking in the United States: The Potential Effects of Tax Increases and Advertising Bans on Young Drinkers
    Hollingworth W, Ebel BE, McCarty CA, Garrison MM, Christakis DA, Rivara FP. Journal of Studies on Alcohol. 67(2), 300-308.
    Date: 2006 (archived)
  3. Alcohol Advertising in Magazines: Do Beer, Wine, and Spirits Ads Target Youth?
    Nelson JP. Contemporary Economic Policy. 24(3), 375-369.
    Date: 2006 (archived)
  4. Advertising and Alcohol Consumption in the UK
    Dorsett J, Dickerson S. International Journal of Advertising. 23(2), 149-171.
    Date: 2004 (archived)
  5. Alcohol Advertising Policies in the United States: National Promotion and Control Initiatives
    Giesbrecht N, Johnson SP, Anglin L, Greenfield TK, Kavanagh L. Contemporary Drug Problems. 31(4), 673-710.
    Date: 2004 (archived)
  6. 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)
  7. The Marketing of Alcohol to College Students: The Role of Low Prices and Special Promotions
    Kuo M, Wechsler H, Greenberg P, Lee H. American Journal of Preventive Medicine. 25(3), 204-211.
    Date: 2003 (archived)
  8. Advertising Bans, Monopoly, and Alcohol Demand: Testing for Substitution Effects Using State Panel Data
    Nelson JP. Review of Industrial Organization. 22(1), 1-25.
    Date: 2003 (archived)
  9. Alcohol Advertising and Youth
    Saffer H. Journal of Studies on Alcohol: Supplement(14). 173-181.
    Date: 2002 (archived)
  10. Alcohol Consumption and Alcohol Advertising Bans
    Saffer H, Dave D. Applied Economics. 34(11), 1325-1334.
    Date: 2002 (archived)
  11. Effects of Threatening Visuals and Announcer Differences on Responses to Televised Alcohol Warnings
    Slater MD, Karan DN, Rouner D, Walters D. Journal of Applied Communication Research. 30(1), 27-49.
    Date: 2002 (archived)
  12. The Italian Debate on Alcohol Advertising Regulation
    Beccaria F. Contemporary Drug Problems. 28(4), 719-737.
    Date: 2001 (archived)
  13. The Effects of Bar-Sponsored Alcohol Beverage Promotions Across Binge and Non-Binge Drinkers
    Christie J, Fisher D, Kozup JC, Smith S, Burton S, Creyer EH. Journal of Public Policy & Marketing;. 20(2), 240(214).
    Date: 2001 (archived)
  14. 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)
  15. Longitudinal Relationship Between the Alcohol Warning Label and Alcohol Consumption
    MacKinnon DP, Nohre L, Cheong J, Stacy AW, Pentz MA. Journal of Studies on Alcohol. 62(2), 221-227.
    Date: 2001 (archived)
  16. Do Advertising Bans Work?
    Nelson JP, Young DJ. International Journal of Advertising. 20(3), 273-297.
    Date: 2001 (archived)
  17. The Alcohol Warning and Adolescents: 5-Year Effects
    MacKinnon DP, Nohre L, Pentz MA, Stacy AW. American Journal of Public Health. 90(10), 1589-1594.
    Date: 2000 (archived)
  18. Dutch Tighten their Rules on Advertising of Alcohol
    Sheldon T. British Medical Journal. 320(7242), 1094.
    Date: 2000 (archived)
  19. Long-Term Effects of Alcohol Warning Labels: Findings from a Comparison of the United States and Ontario, Canada
    Greenfield TK Graves KL Kaskutas LA . Psychology and Marketing 16(3):261-282. .
    Date: 1999 (archived)
  20. Broadcast Advertising and United States Demand for Alcoholic Beverages
    Nelson JP. Southern Economic Journal. 65(4), 774-790.
    Date: 1999 (archived)
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