WHO, 2022; A technical report
Overview
This comprehensive report details the full extent of the way that alcohol is being marketed across national borders – often by digital means – and often regardless of the social, economic or cultural environment in receiving countries. It highlights how increasingly sophisticated advertising and promotion techniques, including linking alcohol brands to sports and cultural activities, sponsorships and use of e-mails, SMS and social media, are being used to increase customer loyalty and gain new customers. It shows that young people and heavy drinkers are increasingly targeted by alcohol advertising, often to the detriment of their health, and highlights the need for more effective national regulations and better international collaboration.
Executive summary: English
News: WHO highlights glaring gaps in regulation of alcohol marketing across borders
Key messages
*Most countries do not specifically regulate digital alcohol marketing according to WHO’s GISAH database. There is no specific regulation of digital alcohol marketing by national governments in 66% of countries, with partial restrictions in only 17% and a ban in 18%.
*Some countries have introduced good regulation of alcohol marketing. It is beneficial for all countries to
understand the challenges that these countries face in implementing their regulation.
*Individual consumers should have the possibility to opt out of targeted alcohol marketing.
*The self-regulatory mechanisms used for controlling alcohol marketing at both national and international levels have not been adequate.
*Cross-border alcohol marketing on digital platforms is only weakly addressed by “moderators” employed by web platforms. There is potential for improvement through digital data privacy requirements.