EUCAM - European Centre for Monitoring Alcohol Marketing

Research topics:

Research on the impact of alcohol marketing

Studies on the effect of alcohol advertising and marketing on alcohol consumption provide information on the necessity to monitor alcohol marketing and to make the regulation of alcohol marketing a policy issue in order to tackle alcohol related problems. EUCAM provides summaries of recent scientific literature for extended knowledge on the impact of alcohol marketing on drinking behaviour.

Click here for articles on the impact of alcohol marketing published in peer-reviewed journals

Click here for publications on alcohol marketing not published in peer-reviewed journals

Research on effectiveness of policies to regulate alcohol marketing

Alcohol marketing is regulated in various ways. There are countries which have a total advertising ban, a partly advertising ban or no ban at all. Alcohol marketing is regulated in some countries by law and in other countries by self-regulation in which the alcohol industry regulates their own advertising. It is essential for policymakers to create policy which has proven to adequately protect young people against harmful alcohol advertisement. EUCAM provides summaries of scientific accounts which examine the effectiveness of different policies in and outside Europe.

Click here for articles on research on effectiveness policies published in peer-reviewed journals

Click here for publications on alcohol marketing not published in peer-reviewed journals

Research on alcohol marketing and the alcohol industry

Alcohol marketing and brand identity are significant determinants of sales. Consequently, the alcohol beverage industry focusses on alcohol marketing. EUCAM provides summaries of scientific accounts which examine the alcohol beverage industry and its relationship with alcohol marketing.

Click here for summaries on publications on Alcohol Marketing and the Alcohol Industry

Research on the impact of counter-advertising

Counter-advertising (part of Social Marketing) can be a tool to protect high risk groups (young people, pregnant women and heavy drinkers) for the harmful effects of alcohol consumption.

Counter-advertising in these contexts means disseminating information about alcoholic beverages, its effects, or the industry that promotes it, in order to decrease its appeal and use. It is different from other types of informational campaigns in that it directly addresses the fact that the particular commodity (not drinking, or responsible drinking) is promoted through advertising (DHS, 2008).

Tactics of counter-advertising include media literacy efforts raise public awareness of the advertising tactics of an industry, health warning labels on alcohol products, as well as prevention messages in magazines and on television (media advocacy).

More information on Labelling

More information on Media Literacy