Digital marketing of alcoholic beverages: what has changed?


Exposure to alcohol marketing increases the acceptability of alcohol consumption, at an early age, and influences drinking behaviors, including episodic heavy drinking. The digital ecosystem offers marketing companies the opportunity to position increasingly secretive advertisements. These new advertisements target individual consumers based on the data that has been collected about them, allowing marketers to optimize their strategies. Policymakers and decision-makers concerned with regulating and enforcing digital marketing to reduce the risk of harm must keep pace with the ever-changing digital marketplace.

This snapshot is part of a series of briefs addressing critical questions related to the determinants of the acceptability, availability and affordability of alcohol consumption and how it affects people and their communities. The notes are the result of a rapid analysis of recent evidence on the topic, insights from leading experts, consultations with selected countries, and discussions at webinars held to create a platform for matching evidence, practices and policies. It is intended for a wide audience, including professionals working in the field of public health and local and national alcohol policy focal points, policy makers, government officials, researchers, civil society, consumer associations, the media and people new to the research or practice of alcohol. .

Cathy W. Howerton