A new report from the World Health Organization highlights the growing use of sophisticated online alcohol marketing techniques and the need for more effective regulation of these marketing practices. The report notes that young people and alcoholics are increasingly being targeted by alcohol advertising, which is often harmful to their health.
The report by WHO, titled Reducing the harms of alcohol by regulating cross-border alcohol marketing, advertising and promotions, is the first to detail today’s Various approaches to cross-border marketing of alcohol: often using digital means and, in most cases, without regard to the social, economic or cultural environment of the recipient country.
Drinking is causally linked to a range of health problems, such as mental and behavioral disorders, including alcohol dependence; major non-communicable diseases such as cirrhosis, certain cancers, and cardiovascular disease; and violence and road traffic accidents.
Globally, 3 million people (one person every 10 seconds) die each year from harmful use of alcohol, accounting for about 5% of all deaths. A large proportion of these alcohol-related deaths are among young adults, with 13.5% of deaths among those aged 20-39 being alcohol-related.
WHO Director-General Dr Tedros said: “Alcohol deprives young people, their families and societies of their life and potential. However, despite its clear health risks, alcohol Alcohol marketing is far less controlled than other psychoactive products. More effective, stricter and more consistent regulation of alcohol marketing will save and improve the lives of young people around the world.”
The digital revolution in marketing and promotion
One of the biggest changes in alcohol marketing in recent years has been the use of sophisticated online marketing methods. Global Internet ProvidersThe collection and analysis of data about user habits and preferences has created a growing number of new opportunities for alcohol marketers to deliver messages to specific groups across borders. Targeted advertising on social media is particularly effective at using this data, and its impact can be enhanced by sharing posts between influencers and users.
According to calculations by one data source cited in the report,In 2019, the top alcohol marketers in the U.S. spent more than 70% of their media spend on social media Promotional promotions, product placement and online advertising in .
Dag Rekve of the World Health Organization’s Branch on Alcohol, Drugs and Addiction: “The growing importance of digital media means that alcohol is being marketed more and more across borders. Countries that regulate are more difficult to control effectively within their jurisdiction. There is a need for greater cooperation among countries in this area.”
Sports sponsorship
Sponsoring major sporting events on a global, regional and national scale is another key strategy employed by multinational alcohol companies (which increasingly dominate the production and branding of alcoholic beverages). This sponsorship can significantly increase the visibility of their brand among new audiences. In addition, alcohol producers partner with sports leagues and clubs to reach audiences and potential consumers around the world.
The growing esports market, including competitive gaming events, is another opportunity to sponsor events and increase brand recognition and international sales. The same goes for product placement in movies and series, many of which run on international subscription channels. According to an analysis of the 100 highest-grossing U.S. films between 1996 and 2015, nearly half of them featured branded wine.
Marketing focused on specific audiences
The lack of regulation of cross-border alcohol marketing is of particular concern to children, youth, women and alcoholics.
Research shows that drinking alcohol at a young age is a precursor to dangerous drinking in adulthood. In addition, teenage drinkers are more likely to be harmed by alcohol consumption than older drinkers. Regions with large and growing young populations, such as Africa and Latin America, are particularly targeted.
Additionally,Women’s alcohol consumption is an important growth area for alcohol production and sales. While three-quarters of the alcohol consumed worldwide is consumed by men, alcohol marketers often see lower rates of female drinking as an opportunity to expand the market and often describe female drinking as a symbol of empowerment and equality. They organize corporate social responsibility events around topics like breast cancer and domestic violence, and reach out to women who have had success in fields like sports or the arts to promote alcoholCard.
Alcoholics and dependent drinkers are another target of marketing campaigns, as in many countries more than half of total alcohol consumption is consumed by just 20% of drinkers. People with alcohol dependence tend to show a greater desire to drink when faced with alcohol-related cues, yet these individuals have few effective ways to avoid advertising or promotional content.
Existing regulations are largely limited to individual countries
While many countries have some form of restrictions on the marketing of alcohol, these restrictions are generally weaker. A 2018 WHO study found that while most countries have some form of regulation of alcohol marketing in traditional media, nearly half of countries are concerned about the use of the Internet (48%) and social media (47%). The marketing of alcohol is not regulated.
At the same time, due to the continued attention and efforts of governments, the public health community and WHO to limit the supply and promotion of tobacco products, especially the cross-border issues of tobacco production and marketing, the Reduced global tobacco use and exposure and saved lives.
International cooperation required
The report concluded that governments need to incorporate comprehensive restrictions or bans on alcohol marketing, including its cross-border marketing issues, into public health strategies. In addition, the main features and options for the regulation of cross-border alcohol marketing are highlighted, and the need for greater cooperation among countries in this area is highlighted.
View the executive summary of this report in Chinese