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Alcohol advertising

Alcohol advertising is the promotion of alcoholic beverages by alcohol producers through a variety of media. Along with tobacco advertising, it is one of the most highly-regulated forms of marketing.

Scientific research around the world conducted by governments, health agencies and universities has, over decades, been unable to demonstrate any causal relationship between alcohol beverage advertising and alcohol consumption. It has, however, demonstrated that effective alcohol campaigns can increase both a producer's market share and also brand loyalty (Federal Trade Commission; Fisher; Frankena et al.; Sanders).

Many advertising campaigns have attempted to increase consumption, brand and customer loyalty.

Target markets

The intended audience of the alcohol advertising campaigns have changed throughout the years, with some brands being specifically targeted towards a particular demographic. Some drinks are traditionally seen as a male drink, particularly beers and lagers, while others are predominantly drunk by females. Some brands have allegedly been specifically developed to appeal to people that would not normally drink that kind of beverage.

One area in which the alcohol industry have faced intense criticism and tightened legislation is in their alleged targeting of young people. Central to this is the development of alcopops â€“ sweet-tasting, brightly coloured drinks with names that may appeal to a younger audience.

Responsible drinking campaigns

There have been various campaigns to help prevent alcoholism, under-age drinking and drink driving. The Portman Group, an association of leading drinks producers in the UK, are responsible for various such campaigns. These include responsible drinking, drink driving (and designated drivers), Proof of Age cards. The Drink Aware campaign, for example, aims to educate people about how to drink sensibly and avoid binge drinking.

The web site address is displayed as part of all of the adverts for products made by members of the group. Many campaigns by the alcoholic beverage industry that advocate responsible drinking presuppose that drinking for recreational purposes is a positive activity and reinforce this the pro sensible consumption message.