The Alcohol Industry and Advertising

The Impact of Alcohol Marketing

What many individuals do not know is that the alcohol advertising industry is not as regulated as one may assume. When it comes to alcohol advertisement, oftentimes, the industry is self-regulated which gives them the freedom to communicate to the public in almost any which way they desire. Although this can be a lucrative tactic for the companies that are advertising, it is also conveying a far more frightening message to consumers, especially those who are underage.

There are three trade associated that are responsible for alcohol ads. These three are:

  • The Wine Institute (WI)
  • The Distilled Spirits Counsel fo the United States (DISCUS)
  • The Beer Institute (BI)

These three institutes are responsible for advertising marketing and are self-regulated. Unfortunately, these advertisements are often marketed to young adults who appear to be enjoying alcoholic beverages, many of them looking barely the legal drinking age. Although some advertisements discourage the overconsumption of alcohol, others promote it. This is translating the wrong message to our future generations and conveys to them that drinking has no adverse effects of negative repercussions.

There need to be more stringent regulations and requirements when it comes to advertising and marketing alcoholic beverages as the industry is catering to the young who are eager to get their hands on the newest most attractive alcoholic beverage. According to the CDC (Center for Disease Control and Prevention) discovered that close to 4,000 deaths per year are a direct result of underage drinking.

Voluntary Standards

It is disturbing to both parents and educators alike that the alcohol ad industry has voluntary standards and voluntary guidelines. Just as other corporations, businesses, and companies bank on making a profit, so does the alcohol ad industry. Unfortunately, it is at the cost of lives as an increased number of underage drinkers are falling victim to these attractive advertisement schemes designed to lure in the vulnerable.

The unfortunate thing is that there is not a whole lot that can be done to enforce regulations on drinking through advertisements due to the fact that they are self-regulated. While there are some regulations on the federal level, there are not many on a state level, leaving much freedom to the advertisement of alcohol.

A Direct Relationship

Studies suggest that there is a direct relationship between the marketing and advertising of alcohol and youth who consume alcohol. It was discovered that teenagers who are coaxed by alcohol ads are five times more likely to consume the said advertised alcoholic beverage.

Alcohol ads are everywhere you look; television commercials, magazine ads, social media ads, and billboards. These ads are on the channels that youth are on the most, inherently influencing them. The relationship between advertisement and underage drinking is one that cannot be denied and in order to lessen the number of underage drinkers, we need to look at the foundation of the issue: the advertisement of alcohol.

By limiting advertising and ensuring that youth are not the target audience will likely result in less underage drinking. By banning these ads through school premises, teens will not have the constant advertisement of alcohol every direction they look.  

Sources:

https://findtreatment.samhsa.gov/locator/link-PA#.XIp4ARNKhTY

https://www.consumer.ftc.gov/articles/0391-alcohol-advertising

If you or a loved one needs help with abuse and/or treatment, please call the WhiteSands Treatment at (877) 855-3470. Our addiction specialists can assess your recovery needs and help you get the addiction treatment that provides the best chance for your long-term recovery.

About the Author

is a proud alumni member of WhiteSands Treatment. After living a life of chaos, destruction and constant let downs, Mark was able to make a complete turnaround that sparked a new way of life. He is serious about his recovery along with helping others. At WhiteSands Treatment, we offer support to you in your homes or when you are out living in your daily lives.