Research shows how digital revolution in marketing and advertising are being used to advertise alcohol across national borders and, in many cases, regardless of the social, economic or cultural environment.
Drinking alcohol is causally linked to a wide range of health problems, WHO said, from alcoholism and other mental and behavioral disorders, to major non-communicable diseases such as cirrhosis, certain cancers and cardiovascular diseases, as well as injuries and deaths from violence and accidents. road traffic.
Save a child’s life
Around the world, some three million people die each year from harmful alcohol use – one every 10 seconds – accounts for about 5% of all deaths.
Young people account for a disproportionate share of these alcohol-related deaths, with 13.5% of all deaths among people aged 20-39 being alcohol-related.
“Alcohol robs young people of their lives and potential, their families and their societies,” Said Tedros Adhanom Ghebreyesus, Director General of WHO.
“However, despite the obvious health risks, alcohol marketing controls are much weaker than other psychoactive products. Better, well-enforced and more consistent alcohol marketing regulation will both save and improve the lives of young people worldwide. ”
The rise of digital media
The report highlights how recent changes in alcohol marketing have created new opportunities to reach audiences.
The collect and analyze data about user habits and preferences by global internet providers has enabled alcohol marketers to target messages to specific groups across country borders.
Research found Targeted advertising on social media is especially effectiveand further supported by influencers and through shared posts.
One data source cited in the report calculated that over 70% of media spending by top US-based liquor marketers in 2019 was through promotions, product launches, and promotions. products and online advertising on social networks.
“The growing importance of digital communication means that alcohol marketing is becoming increasingly cross-border,” said Dag Rekve of the Alcohol, Drug and Addiction Behavior Unit at WHO.
“This makes it more difficult for countries that regulate alcohol marketing to effectively control this activity within their jurisdictions. There is a need for more cooperation between countries in this area.”
Sponsor sports events
Alcohol companies also sponsor major sporting events at the global, regional and national levels, according to the report can also significantly increase brand awareness among new audiences.
They are also working with sports federations and clubs to reach viewers and potential consumers in different parts of the world.
Other opportunities include sponsoring competitive gaming events or showcasing products in movies and series that are streamed on international subscription channels.
Drinking as ’empowering’
Report – Reducing alcohol harms – by regulating alcohol marketing, advertising and promotion across borders – also check how specific audiences are targeted, with concern for children and adolescents, women and heavy drinkers.
The WHO says studies have shown that starting to drink at a young age is a predictor of risk for drinking in adulthood and beyond. Marketers are also special targeting regions of the world with young and growing populationssuch as Africa and Latin America.
And while men consume three-quarters of the world’s alcohol, the lower proportion among women also offers room for growth. Alcohol marketers often describe women’s drinking as a symbol of empowerment and equality, according to the report.
Heavy and dependent drinkers are another focus for marketing efforts.
“Alcoholic people frequently report that they want to drink stronger when faced with alcohol-related signs, but they rarely have an effective way to avoid exposure to the content of advertisements or,” the WHO said. promotion.
Integration and collaboration
The report recommends that comprehensive alcohol marketing restrictions or bans, including cross-border aspects, be incorporated into public health strategies. It also calls for more cooperation between countries.
The WHO says that although many governments have implemented some form of alcohol marketing restrictions, they tend to be relatively weak.
A 2018 study by the United Nations agency revealed that while most countries have some form of regulation for the marketing of alcohol in traditional media, nearly half do not. which rules apply to the Internet and social networks.
