Alcohol is heavily promoted

In the UK, expenditure by the alcohol industry on marketing and promotion is substantial and significantly more than expenditure on health promotion marketing and advertising specific to alcohol.

In 2003, it was estimated that the UK alcohol industry’s £800m spend on marketing communications was five times more than the Central Office of Information’s entire advertising turnover for 2002-03, including that focusing on the adverse health impact of alcohol consumption.

Young people are thought to be particularly susceptible to advertising. Research shows that just under half of north easterners believe that alcohol advertising targets children and two thirds support a ban on advertising alcohol on TV before the 9pm watershed.

As part of its 2009 investigation into the conduct of the UK alcohol industry, the House of Commons Health Select Committee obtained access to internal marketing documents from alcohol producers and their advertising agencies.

This investigation revealed that young people are a key target for alcohol advertisers, despite a self regulatory code which sets out to protect young people from alcohol advertising.

Market research data gathered as part of the investigation refers to Lambrini as a ‘kids drink’ and the need to recruit new drinkers and establish their loyalty to a product. Brand strategy documents also abounded with references to ‘getting pissed’, ‘blasted’ and ‘things getting messy’.

The internet plays a particularly prominent role in promoting alcohol. This has worrying implications for children and young people when you consider the presence of alcohol companies on social networking sites (SNS) such as Facebook and Twitter. In 2007, the alcohol industry increased its marketing spend on the internet by 70%.

These sites are used by a huge number of children and young people on a regular basis. Research from Ofcom has shown that almost half (49%) of children aged between 8 and 17 years old who use the internet have set up their own profile on a social networking site. Research also shows that alcohol advertising encourages young people to drink earlier and to drink more.

Importantly, children and young people are not just at the mercy of ‘official’ marketing, with fans of alcohol products becoming brand advocates and increasing the pressure on young people to drink.