Reducing the harm from alcohol – by regulating cross-border alcohol marketing, advertising and promotion: a technical report
This comprehensive report details the full extent of the way that alcohol is being marketed across national borders – often by digital means – and often regardless of the social, economic or cultural environment in receiving countries. It highlights how increasingly sophisticated advertising and promotion techniques, including linking alcohol brands to sports and cultural activities, sponsorships and use of e-mails, SMS and social media, are being used to increase customer loyalty and gain new customers. It shows that young people and heavy drinkers are increasingly targeted by alcohol advertising, often to the detriment of their health, and highlights the need for more effective national regulations and better international collaboration.
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