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- Arora et al (2017). Exploring perceptions of alcohol use in two Indian states: A qualitative study from Delhi and Haryana, India
Research on the impact of alcohol marketing
Studies on the effect of alcohol advertising and marketing on alcohol consumption provide information on the necessity to monitor alcohol marketing and to make the regulation of alcohol marketing a policy issue in order to tackle alcohol related problems. EUCAM provides summaries of recent scientific literature for extended knowledge on the impact of alcohol marketing on drinking behaviour.
Research on effectiveness of policies to regulate alcohol marketing
Alcohol marketing is regulated in various ways. There are countries which have a total advertising ban, a partly advertising ban or no ban at all. Alcohol marketing is regulated in some countries by law and in other countries by self-regulation in which the alcohol industry regulates their own advertising. It is essential for policymakers to create policy which has proven to adequately protect young people against harmful alcohol advertisement. EUCAM provides summaries of scientific accounts which examine the effectiveness of different policies in and outside Europe.
Research on alcohol marketing and the alcohol industry
Alcohol marketing and brand identity are significant determinants of sales. Consequently, the alcohol beverage industry focusses on alcohol marketing. EUCAM provides summaries of scientific accounts which examine the alcohol beverage industry and its relationship with alcohol marketing.
Research on the impact of counter-advertising
Counter-advertising (part of Social Marketing) can be a tool to protect high risk groups (young people, pregnant women and heavy drinkers) for the harmful effects of alcohol consumption.
Counter-advertising in these contexts means disseminating information about alcoholic beverages, its effects, or the industry that promotes it, in order to decrease its appeal and use. It is different from other types of informational campaigns in that it directly addresses the fact that the particular commodity (not drinking, or responsible drinking) is promoted through advertising (DHS, 2008).
Tactics of counter-advertising include media literacy efforts raise public awareness of the advertising tactics of an industry, health warning labels on alcohol products, as well as prevention messages in magazines and on television (media advocacy).