Addiction, 21 March 2024; Nathan Critchlow, John Holmes & Niamh Fitzgerald
We should distinguish between alibi marketing, which promotes regular-strength alcoholic drinks without mentioning the brand name, and surrogate marketing or brand-sharing through promotion of alcohol-free and low alcohol products that use the core branding of a regular strength product. This distinction matters for developing and enforcing clear policies to control alcohol marketing
![](https://i0.wp.com/eucam.info/wp-content/uploads/2024/04/alibi-surrogate-marketing-1-1.png?resize=580%2C221&ssl=1)