Health Promotion Research Centre; NUI Galway; November 2015

Alcohol is not just an ordinary consumer product. While it can form part of a
balanced social life, alcohol can also lead to a myriad of serious health and social
Given the significant personal and societal costs of alcohol misuse, one key
objective of public health policy is to reduce the per capita level of alcohol
consumption and in particular to delay the age of initial alcohol consumption by
Central to this core public health objective is the role of alcohol marketing in
encouraging, normalising and glamourising alcohol consumption among young
people. Link to orginal report

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