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Recruiting the “Heavy-Using Loyalists of Tomorrow”: An Analysis of the Aims, Effects and Mechanisms of Alcohol Advertising, Based on Advertising Industry Evaluations

Author

Listed:
  • Nason Maani Hessari

    (Faculty of Public Health and Policy, London School of Hygiene and Tropical Medicine, London WC1H 9SH, UK)

  • Adam Bertscher

    (Division of Health Policy and Systems, School of Public Health and Family Medicine, Health Sciences Faculty, University of Cape Town, Anzio Rd, Observatory, Cape Town 7925, South Africa)

  • Nathan Critchlow

    (Faculty of Health Sciences and Sport, Institute for Social Marketing, University of Stirling, Stirling FK9 4LA, UK
    SPECTRUM Consortium, University of Edinburgh, Edinburgh EH8 9YL, UK)

  • Niamh Fitzgerald

    (Faculty of Health Sciences and Sport, Institute for Social Marketing, University of Stirling, Stirling FK9 4LA, UK
    SPECTRUM Consortium, University of Edinburgh, Edinburgh EH8 9YL, UK)

  • Cécile Knai

    (Faculty of Public Health and Policy, London School of Hygiene and Tropical Medicine, London WC1H 9SH, UK
    SPECTRUM Consortium, University of Edinburgh, Edinburgh EH8 9YL, UK)

  • Martine Stead

    (Faculty of Health Sciences and Sport, Institute for Social Marketing, University of Stirling, Stirling FK9 4LA, UK)

  • Mark Petticrew

    (Faculty of Public Health and Policy, London School of Hygiene and Tropical Medicine, London WC1H 9SH, UK
    SPECTRUM Consortium, University of Edinburgh, Edinburgh EH8 9YL, UK)

Abstract

Restricting alcohol advertising and marketing is a cost-effective intervention for reducing alcohol harms. However, the alcohol industry maintains that advertising does not affect consumption, claiming that its purpose is to help consumers choose brands, it is not aimed at young people, it only promotes “responsible consumption”, and any relationships with consumption are not causal. We reviewed 39 case studies (1981–2016) published by the advertising industry, which evaluate the effects of alcohol advertising campaigns. We used these to examine these industry claims. 30/39 (77%) of the case studies mentioned increasing/maintaining market share as an objective, or used this to assess the effectiveness of advertising campaigns. Most (25/39, 64%) found that campaigns increased consumption-related outcomes. Some campaigns targeted women, and heavy drinkers (e.g., Stella Artois lager, Famous Grouse whisky). Campaigns often (13/39, 33%) targeted younger drinkers. These data show that advertising does influence market share. Other effects reported in the case studies include changing the consumer profile towards: younger drinkers, women, new/lapsed drinkers, and heavy drinkers. They also present evidence of a causal relationship between advertising and consumption. In conclusion, this analysis, based on industry data, presents significant new evidence on (i) the effects of alcohol advertising on consumption-related outcomes, and (ii) the mechanisms by which it achieves those effects.

Suggested Citation

  • Nason Maani Hessari & Adam Bertscher & Nathan Critchlow & Niamh Fitzgerald & Cécile Knai & Martine Stead & Mark Petticrew, 2019. "Recruiting the “Heavy-Using Loyalists of Tomorrow”: An Analysis of the Aims, Effects and Mechanisms of Alcohol Advertising, Based on Advertising Industry Evaluations," IJERPH, MDPI, vol. 16(21), pages 1-17, October.
    • Handle: RePEc:gam:jijerp:v:16:y:2019:i:21:p:4092-:d:279714
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    Citations

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    Cited by:

    1. Charles D. H. Parry & Niamh Fitzgerald, 2020. "Special Issue: Alcohol Policy and Public Health—Contributing to the Global Debate on Accelerating Action on Alcohol," IJERPH, MDPI, vol. 17(11), pages 1-7, May.
    2. Lukas Galkus & Shannon Lange & Vaida Liutkutė-Gumarov & Laura Miščikienė & Janina Petkevičienė & Jürgen Rehm & Mindaugas Štelemėkas & Alexander Tran & Justina Vaitkevičiūtė, 2022. "The Comprehensive Alcohol Advertising Ban in Lithuania: A Case Study of Social Media," IJERPH, MDPI, vol. 19(19), pages 1-14, September.
    3. Peter Choate & Dorothy Badry & Kerryn Bagley, 2022. "The Alcohol Industry and Social Responsibility: Links to FASD," IJERPH, MDPI, vol. 19(13), pages 1-16, June.

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