Alcohol advertising

Alcohol advertising is the promotion of alcoholic beverages by alcohol producers through a variety of media. Along with tobacco advertising, alcohol advertising is one of the most highly regulated forms of marketing. Some or all forms of alcohol advertising is banned in some countries. There are important studies about alcohol advertising published, such as J.P. Nelson's in 2000.

Scientific research, health agencies and universities have, over decades, been able to demonstrate a correlation between alcohol beverage advertising and alcohol consumption; however, it has not been proven that alcohol advertising causes higher consumption rather than merely reflecting greater public demand. Many commentators suggest that effective alcohol campaigns only increase a producer's market share and also brand loyalty.

Many advertising campaigns have tried to increase consumption, brand and customer loyalty.

The intended audience of the alcohol advertising campaigns have changed over the years, with some brands being specifically targeted towards a particular demographic. Some drinks are traditionally seen as a male drink, particularly beers and whiskies, while others are drunk by females. Some brands have allegedly been specifically developed to appeal to people that would not normally drink that kind of beverage. These ads may contribute to underage consumption and binge drinking. In 2011 a study found that twenty-three percent of twelfth graders had binge drank in the past two weeks, this figure doubled for kids in college. Use of alcohol before the brain fully develops can alter or negatively affect the development of the brain.

One area in which the alcohol industry has faced criticism and tightened legislation is in their alleged targeting of young people. Central to this is the development of alcopops – sweet-tasting, brightly coloured drinks with names that may appeal to a younger audience. However, numerous government and other reports have failed to support that allegation.

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