The WHO points out obvious shortcomings in the regulation of cross-border alcohol marketing

A new World Health Organization report highlights the growing use of sophisticated internet marketing techniques for alcohol and the need for more effective regulation. This shows that young people and alcoholics are increasingly the target of alcohol advertising, often to the detriment of their health.

Reducing the harm from alcohol – by regulating cross-border marketing, advertising and promotion of alcohol is the first WHO report detailing the full extent of the way alcohol is now sold across national borders – often by digital means – and in many cases, regardless of the social, economic or cultural environment in the recipient countries.

Every year, 3 million people worldwide die from harmful alcohol use – one every 10 seconds – which accounts for about 5% of all deaths. A disproportionate number of these alcohol-related deaths occur among young people, with 13.5% of all deaths among those aged 20 to 39 being alcohol-related.

“Alcohol is taking the lives and potentials of young people, their families and societies,” said Dr Tedros Adhanom Ghebreyesus, Director-General of the World Health Organization. “Yet, despite clear health risks, alcohol marketing controls are much weaker than for other psychoactive products. Better, well-implemented and consistent regulation of alcohol marketing would save and improve the lives of young people around the world. ”

The digital revolution in marketing and promotion

One of the biggest changes in alcohol marketing in recent years is the use of sophisticated internet marketing. The collection and analysis of data on consumer habits and preferences by global Internet service providers has created new and increasing opportunities for alcohol traders to target messages to specific groups across national borders. Targeted social media advertising is particularly effective in using such data, and its impact is enhanced by social media influencers and the sharing of posts between social media users.

One data source cited in the report calculated that more than 70% of media spending by leading U.S.-based alcohol sellers in 2019 was through promotions, product placements and online ads on social media.

“The growing importance of digital media means that alcohol marketing is becoming increasingly cross-border,” said Doug Rekve of the World Health Organization’s Department of Alcohol, Drugs and Addiction. “This makes it difficult for countries that regulate alcohol marketing to effectively control it in their jurisdictions. Greater cooperation is needed between countries in this area. “

Sponsorship of sporting events

Sponsoring major sporting events globally, regionally and nationally is another key strategy used by transnational alcohol companies (which are gaining increasing dominance in the production and branding of alcoholic beverages). Such sponsorship can significantly increase awareness of their brands to new audiences. In addition, alcohol producers participate in partnerships with sports leagues and clubs to reach viewers and potential consumers in different parts of the world.

The growing e-sports market, including competitive gambling, is another opportunity to sponsor events and increase brand awareness and international sales. As well as product placement in movies and series, many of which are broadcast on international subscription channels. According to an analysis of the 100 highest-grossing American films at the box office between 1996 and 2015, branded alcohol was shown in nearly half of them.

Focus on marketing to a specific audience

The lack of regulations to address cross-border alcohol marketing is of particular concern to children and adolescents, women and heavy drinkers.

Studies have shown that the onset of alcohol consumption at a young age is an indicator of dangerous drinking in young adulthood and beyond. Furthermore, teenagers who drink are more susceptible to the harms of alcohol consumption than older people who drink. Areas of the world with young and growing populations, such as Africa and Latin America, are particularly targeted.

In addition, alcohol consumption among women is an important growth sector for the production and sale of alcohol. While three-quarters of the world’s alcohol consumption is consumed by men, alcohol traders tend to see a lower rate of alcohol consumption as an opportunity for market growth, often portraying women’s intoxication as a symbol of empowerment and equality. They organize corporate social responsibility initiatives, on topics such as breast cancer and domestic violence, and collaborate with women known for their success in areas such as sports or the arts to promote alcohol brands.

Heavy and addicted consumers are another goal of marketing efforts, as in many countries only 20% of those who drink currently drink more than half of the total alcohol consumed. People addicted to alcohol often report a stronger desire to drink alcohol when faced with alcohol-related signs, but rarely have an effective way to avoid exposure to advertising or promotion content.

Existing regulations are primarily limited to individual states

Although many countries have some form of restriction on alcohol marketing, they are generally relatively weak. A 2018 WHO study found that while most countries have some form of regulation for alcohol marketing in traditional media, almost half do not have regulation for the internet (48%) and alcohol advertising on social media (47%).

Meanwhile, the continued attention and work of national governments, the public health community and the WHO to limit the availability and promotion of tobacco products, with a special focus on cross-border aspects of tobacco production and marketing, has saved lives globally. use and exposure to tobacco.

International cooperation needed

The report concludes that national governments need to integrate comprehensive restrictions or bans on alcohol marketing, including its cross-border aspects, into public health strategies. It highlights the key features and options for regulating cross-border alcohol marketing and emphasizes the need for strong cooperation between countries in this area.

Note for editors:

Alcohol consumption is causally linked to a number of health problems such as mental and behavioral disorders, including alcohol dependence; major non-communicable diseases such as liver cirrhosis, some cancers and cardiovascular diseases; and injuries and deaths due to violence and traffic accidents.