Chapter

Restrictions on marketing

Thomas Babor, Harold Holder, Raul Caetano, Ross Homel, Sally Casswell, Michael Livingston, Griffith Edwards, Esa Österberg, Norman Giesbrecht, Jürgen Rehm, Kathryn Graham, Robin Room, Joel Grube, Ingeborg Rossow and Linda Hill

in Alcohol: No Ordinary Commodity

Second edition

Published in print February 2010 | ISBN: 9780199551149
Published online May 2010 | e-ISBN: 9780191720642 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199551149.003.012
Restrictions on marketing

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This chapter provides an introduction to the current state of alcohol marketing and what is known about the way in which marketing has its impact. It assesses two different policy approaches — codes of content and restrictions to reduce exposure — for their likely impact on consumption and harm. Interventions that change exposure to advertising have often been limited, and evaluations have mixed findings. More effort has gone into the establishment of codes aimed to affect the content of the advertising. Conclusions regarding the likely effects of these approaches can be made based on theoretical understanding, and empirical evidence about the way in which marketing has its effects and its measured impacts. Conclusions may also be informed by research on tobacco advertising, where the impacts are established and widely accepted.

Keywords: alcohol marketing; alcohol policy; alcohol consumption; codes of content; alcohol advertising; alcohol promotion

Chapter.  6132 words. 

Subjects: Public Health and Epidemiology

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