Social Science & Medicine, 2026
Gianna Gayle H. Amul*
*Ateneo Policy Center, School of Government, Ateneo de Manila University, Philippines, Pacifico Ortiz Hall, Fr. Arrupe Road, Social Development Complex, Katipunan
Avenue, Loyola Heights, 1108, Quezon City, Philippines
*FORUT, Norway, Roald Amundsensvei 1B, 2816, Gjøvik, Norway
A B S T R A C T
Objective: There is a growing need to expand research on the alcohol industry’s corporate social responsibility activities in low- and middle-income countries within the commercial health determinants framework. This study aims to examine how the alcohol industry frames its corporate social responsibility in the Philippines postpandemic and its implications for public health policies.
Methods: Using the READ approach, data was extracted from the research literature, market research, alcohol companies’ annual and corporate social responsibility reports, media coverage, editorials or commentaries, and media statements from policy actors from 2022 to 2023. A reflexive thematic analysis of the data is integrated into a narrative synthesis based on discursive power.
Results: The alcohol industry in the Philippines has framed corporate social responsibility through two lenses: those that form its intrinsic corporate interests and those socially constructed norms it has chosen to co-opt. Based on corporate interests, the alcohol industry frames corporate social responsibility as a public relations tool to manage reputation, risks, and negative impact, as well as an investment strategy. Based on co-opted norms, the alcohol industry frames corporate social responsibility as contribution to development, nationbuilding and public service. Based on an analysis of the statements about corporate social responsibility in the
public discourse, policy actors that support the institutionalization of corporate social responsibility use similar frames. Policy actors who opposed the institutionalization of corporate social responsibility perceive it as an evasive strategy: a discursive tool to deter demands for corporate accountability.
Conclusion: The study reveals that the alcohol industry in the Philippines follows the lead of transnational alcohol
corporations in using corporate social responsibility as a marketing tool and a discursive tactic. Policymakers
must consider regulating the marketing of alcohol corporate social responsibility initiatives. This will help to
mitigate and manage conflicts of interest and safeguard policies from industry influence.