Marketing alcohol to young people: implications for industry regulation and research policy.

doi:10.1046/J.1360-0443.95.12S4.11.X

Paper

Marketing alcohol to young people: implications for industry regulation and research policy.

Published Dec 1, 2000 · M. C. Jackson, G. Hastings, C. Wheeler

Addiction

Q1 SJR score

96

Citations

5

Influential Citations

Full textSemantic Scholar

Abstract

This paper focuses on the marketing of alcohol to young people in the United Kingdom, but the lessons that emerge have international significance. Alcohol is a global enterprise and recent consolidation means that it is controlled by a decreasing number of expanding multi-nationals. Alcohol companies are able to allocate significant resources to researching consumer preferences, developing new products and promoting them on an international level. Recent years have seen a growth in the value that youth culture attaches to brand labels and symbols and a move away from the healthy-living ethos. The alcohol industry's response to these trends has been to design alcoholic beverages that appeal to young people, using well-informed and precisely targeted marketing strategies. This has led to growing concerns about the implications for public health and a demand for tighter controls to regulate alcohol marketing practices. In the United Kingdom, controls on alcohol are piecemeal and reactive and the current system of voluntary regulation appears ineffective. This paper argues for more research to establish current industry practice and inform the development of a comprehensive regulatory structure and system of monitoring.

Highly Cited

Study Snapshot

More research is needed to develop a comprehensive regulatory structure and monitoring system for alcohol marketing to young people, as current voluntary regulation is ineffective and industry practices are evolving.

PopulationOlder adults (50-71 years)

Sample size24

MethodsObservational

OutcomesBody Mass Index projections

ResultsSocial networks mitigate obesity in older groups.

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Marketing alcohol to young people: implications for industry regulation and research policy.

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References

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Social marketing is a multi-step process for designing change for good, involving research, strategy development, program and communication design, and evaluation and feedback.

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Designer drinks appeal to 14 and 15-year-olds, who desire to test their limits but dislike alcohol taste and quantity, and their consumption is linked to heavier drinking.

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Untreated tonic-clonic seizures in children often have a decelerating disease process, so early drug treatment is not necessary due to the fear of progressive disease progression.

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Designer drinks, such as white ciders and fruit wines, are popular among schoolchildren in Dundee, Scotland, with a significant proportion reporting drinking these drinks in the past week.

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High levels of drug experimentation were found among 15 and 16 year olds, with cannabis use being particularly high among smokers, and cigarette smoking being more common among girls than boys.

Citations

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Young Nigerians choose alcohol brands based on factors such as strength, social identity, and affordability, influenced by advertising and peer influence.

Ready-to-drink beverage (RTD) consumption in Thai population: trend and associated factors

A substantial increase in ready-to-drink beverage consumption was observed in Thailand from 2011-2014, particularly among youths and females, potentially challenging health authorities to control alcohol-related harms.

Similarities Between Alcohol and Tobacco Advertising Exposure and Adolescent Use of Each of These Substances

Exposure to alcohol advertising is causally linked to increased adolescent knowledge, attitudes, initiation, and continuation of alcohol use, similar to the association between tobacco advertising and teen smoking.

Picture Me Drinking: Alcohol-Related Posts by Instagram Influencers Popular Among Adolescents and Young Adults

Instagram influencers post positive alcohol-related posts, often without disclosures or educational slogans, potentially increasing drinking among vulnerable minors.

Can vendors' age limit control measures increase compliance with the alcohol age limit? An evaluation of measures implemented by three Dutch liquor store chains.

Comprehensive and systematic implementation of age limit control measures in Dutch liquor store chains can increase compliance rates up to 80%, but requires external government enforcement efforts.