Alcohol Industry Marketing
The alcohol industry spends about 800 million on promoting drinks every year. About a quarter of this is spent on direct advertising while the rest is used in increasingly more subtle methods of advertising. A large amount of this is spent on sponsorship of sport and music events. Furthermore, methods such as merchandise, loyalty schemes and competitions based around alcohol are becoming increasing common marketing strategies.
Alcohol effects on health and society
Alcohol has been shown to be one of the leading causes of death and disability in the UK coming close behind smoking and high blood pressure. This is due to increasing levels of drinking; more than a third of adults in the UK drink above the recommended weekly intake levels. There is also an increase in drinking in adolescents which has been attributed by some to the marketing in areas which are such a part of youth culture; such as music and sport events.
The major effects of alcohol on health are due to intoxication and dependence (alcohol addiction). There are over 60 diseases and health related problems associated with this including chronic liver disease and oesophageal cancer. Worldwide alcohol causes 1.8 million deaths (3.2% of total) and 58.3 million (4% of total) of Disability-Adjusted Life Years (DALYs). Unintentional injuries account for about one third of the 1.8 million deaths, while neuro-psychiatric conditions account for close to 40% of the 58.3 million DALYs. (Data from the WHO).
There are also wider alcohol related effects on society. Alcohol abuse has a strong correlation to crime, including murder, and domestic abuse. Driving under the influence also leads to many deaths and injuries. The effects of alcohol related health problems are currently costing the NHS up to 3 billion pounds a year.
Alcohol Marketing Ban
Criticism of the control of alcohol marketing is due to it currently being based on voluntary agreements and tending to control the content of the advertising rather than the amount of advertising overall. The British Medical Association (BMA) have released a report suggesting a ban on alcohol related marketing is needed in order to address these problems related to alcohol use. Research has shown that nearly all 13 year olds are aware of alcohol marketing and this is what is leading to such a high level of teenage drinking. Others say that a ban would hit the advertising and media industries too hard and lead to major economic problems within these areas. Furthermore, a large proportion of people feel the problem of alcohol abuse should be tacked by long term culture change and education.
There are also other ways in which the BMA and other organizations are trying to reduce the alcohol abuse problems. Happy hours, special offers, and long licensing hours are all contributing to the increase in alcohol consumption and so a further suggestion to reduce alcohol related problems is the introduction of a minimum price for alcohol and a banning on offers. The government has introduced a £10m ‘Know your limits’ campaign and they believe that this is having a positive effect.
For more information:
BBC News
Times Online
Drink Aware
Know Your Limits
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