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New study suggests alcohol marketing increases consumption amongst heavier drinkers and poses a danger to people in recovery from alcohol problems

Health campaigners are again urging the introduction of new restrictions on alcohol marketing to protect vulnerable groups after a new rapid literature review found that alcohol marketing poses a risk to people with or at risk of an alcohol problem.

The peer-reviewed study by University of Nottingham, commissioned by campaigning charity Alcohol Focus Scotland and published in the Journal of Alcohol and Alcoholism, reviewed existing research on the impact of alcohol marketing on people drinking at higher levels and those with experience of an alcohol problem.

From the ten studies reviewed, the research found that alcohol marketing likely has an effect on alcohol consumption amongst people with or at risk of an alcohol problem and can act as a trigger for people in recovery.

It reported that people who drink heavily are more likely to notice and be drawn to alcohol adverts, and that alcohol marketing can make people think and feel positively about alcohol, which can lead to increased consumption. For people in recovery, seeing alcohol marketing can act as a trigger; exposure to adverts can spark cravings and make it harder to resist the urge to drink.

The review highlighted how the content of adverts can be challenging for people in recovery, such as music and party scenes that create an association with good times. Some people in recovery reported coming up with their own strategies to avoid alcohol advertising and encountering alcohol in shops, making everyday tasks more difficult.  

The publication of the review comes as the Scottish Government has further delayed a promised consultation on alcohol marketing pending an evidence review led by Public Health Scotland, which Alcohol Focus Scotland and others have described as another small victory for the alcohol industry at the expense of public health.

 Laura Mahon, Deputy Chief Executive of Alcohol Focus Scotland said:

“The detrimental effects of alcohol marketing for children and young people are already well evidenced. This new literature review demonstrates that alcohol marketing also endangers the health and wellbeing of people drinking at higher levels, which is one in five drinkers in Scotland, as well as people in recovery from an alcohol problem. It is no exaggeration to say that pervasive alcohol marketing puts people’s lives at risk.

“At this time of year these dangers are particularly acute. As well having to navigate a holiday period of parties and increased pressures to drink alcohol, people in recovery face amplified exposure to marketing messages that present alcohol as the ideal gift or as a fundamental, if not indispensable, part of celebrating Christmas and New Year with friends and family.

“We remain deeply disappointed at the slow pace of alcohol marketing reforms, with the Scottish Government’s promised consultation delayed for a further evidence review. This is while Scotland’s alcohol emergency continues, and alcohol deaths are at a 15-year high.

“The alcohol industry spends billions of pounds every year on advertising designed to drive up consumption and increase profits. Along with people in recovery, children and young people are particularly susceptible to alcohol marketing, and we know that exposure to alcohol marketing increases the likelihood that children and young people will start drinking earlier, drink more and go on to drink at problematic levels as adults.

“That is why we launched our Alcohol-Free Childhood campaign, which has attracted strong cross-party support in the Scottish Parliament and is supported by 50 organisations.

“This review strengthens the case for taking comprehensive action on alcohol marketing without further delay to protect vulnerable groups from harm. We once again urge politicians to come together to put people’s right to health ahead of the profits of big business, with the additional benefit of reducing pressures on our NHS and growing our economy by reducing ill health in Scotland.”

Dr Tessa Langley, Associate Professor in Health Economics at University of Nottingham and Dr Rachael Murray, Professor of Population Health at University of Nottingham, said:

“Despite a very small evidence base, the findings suggest that there is likely an effect of alcohol marketing in people with or at risk of an alcohol use disorder. Regulators should consider whether more widespread marketing restrictions may be needed to protect these populations.”

Justina Murray, Chief Executive of Scottish Families Affected by Alcohol and Drugs (SFAD) said:

“No matter where they go this festive season, families will continue to be bombarded by blatant alcohol marketing, including at events and venues which market themselves as seemingly family-friendly. The impact of this is particularly triggering and traumatic where there is alcohol harm within the family, whether their loved one is still actively drinking, is in recovery, or where they have lost a loved one to alcohol.

“Scotland will continue its destructive relationship with alcohol until the Scottish Government delivers meaningful and concrete actions to tackle alcohol marketing. Warm words and weak intent are not enough.”

Helen’s Story

I probably had alcohol problems from my early teens, not in an ‘alcoholic’ way maybe, but I was always a greedy drinker, always first in and last out of the party. I’d not really go to any social events unless they involved drinking. I was always quite a confident and outgoing person, and I found that alcohol calmed me down.....

Read Helen’s Story