Alibi marketing? Surrogate marketing? Brand sharing? What is the correct terminology to discuss marketing for alcohol-free and low-alcohol products which share branding with regular strength alcohol products?

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