Routes to Magic: The Alcoholic Beverage Industry’s Use of New Media in Alcohol Marketing

Brooks, O. (2010) Routes to Magic: The Alcoholic Beverage Industry’s Use of New Media in Alcohol Marketing. Other. Scottish Health Action on Alcohol Problems, Edinburgh, UK.

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Despite a considerable body of research evidence which highlights the nature and extent of alcohol related harm, it is estimated that the UK alcohol industry spends as much as £800m per year on marketing communications to promote the sale of alcohol. As part of its 2009 investigation into the conduct of the UK alcohol industry, the House of Commons Health Select Committee (HSC) obtained access to internal marketing documents from both producers and their advertising agencies. The Institute for Social Marketing (ISM) at the University of Stirling and the Open University was asked by the HSC to analyse these documents and assess how they fitted with the self-regulatory codes on alcohol advertising. In analysing these documents, it was apparent that there has been a rapid growth in the use of new media (ie. digital forms of communication such as the internet, mobile devices, electronic games, blogs and podcasting) to market alcohol in recent years, yet this is an area which presents particular challenges to the current system of self-regulation. This report examines the use of new media to market leading alcohol brands in the UK using a case study approach. This study was commissioned by Scottish Health Action on Alcohol Problems (SHAAP). SHAAP was established by the Scottish Medical Royal Colleges and Faculties to raise awareness about the high levels of alcohol harm in Scotland and to advocate for evidence-based solutions to reduce this harm. One of SHAAP‟s strategic objectives is to promote the public health case for protecting young people from experiencing alcohol-related harm.

Item Type:Research Reports or Papers (Other)
Glasgow Author(s) Enlighten ID:Brooks, Dr Oona
Authors: Brooks, O.
College/School:College of Social Sciences > School of Social and Political Sciences
Publisher:Scottish Health Action on Alcohol Problems
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