Context:
In 2012 an inventory of >3500 industry actions was compiled by alcohol industry bodies in support of the Global strategy to reduce the harmful use of alcohol, adopted by WHO in 2010.
Objectives:
This study critically evaluated a sample of these corporate social responsibility (CSR) activities conducted in Europe.
Methods:
A content analysis was performed on a sample of 679 CSR activities from three industry segments (producers, trade associations and social-aspects organizations) described on an industry-supported website. Volume of CSR activity was correlated with country-level data reflecting alcohol problems and production.
Results:
Only 1.9% of CSR activities were supported by evidence of effectiveness, 74.5% did not conform to Global strategy categories and only 0.1% were consistent with “best buys” for prevention and control of noncommunicable diseases. Of the three segments, trade associations were the most likely to employ a strategic CSR approach and engage in partnerships with government. A statistically significant correlation was found between volume of CSR activities and alcohol industry revenue, as well as market size.
Conclusion:
CSR activities conducted by the alcohol industry in the WHO European Region are unlikely to contribute to WHO targets but may have a public-relations advantage for the alcohol industry.