Public Health Scotland: Rapid review of evidence about alcohol marketing and advertising report

Public Health Scotland (PHS) have published its of evidence about alcohol marketing and advertising: Influences on consumer attitudes and behaviours, and the effects of regulation on those behaviours.

As part of Scottish Government targets to reduce alcohol harm, it commissioned Public Health Scotland to conduct an independent review of research evidence related to the effects and potential restriction of marketing and advertising for alcohol.

The aim of this review was to identify potential areas of evidence-based action on alcohol marketing where it may reduce alcohol harm or improve public health, as well as any areas where the evidence base is inconclusive or lacking.

Most of the evidence on effects of exposure focuses on children and young people.

Some of the findings in the report include:

• Exposure to alcohol drinks marketing is a weekly, often daily, occurrence for most people.

• People are commonly exposed to alcoholic drinks marketing through a broad range of channels including (but not limited to) places where alcoholic drinks are sold, print media, broadcast media, sports and sporting events, billboard, alcohol-branded merchandise, and the internet.

• Most evidence suggests that exposure is associated with increased intention to consume, consumption, and harmful consumption.

• The evidence for the effectiveness of restrictions on alcohol marketing and advertising is not clear cut, but the weight of evidence supports the conclusion that restricting alcohol marketing and advertising can be effective, and cost effective, in reducing exposure and consumption.

• A programme of evaluation should be designed to accommodate the complexity of the potential causal pathways between marketing, consumption and harms, and the likelihood that impacts may not be detectable in the short term.

SGF will continue to monitor closely any follow-up to this report. We raised a number of concerns during the Scottish Government’s 2022 consultation on restricting alcohol advertising and promotion. Going forward, we will continue to engage with officials on any proposed restrictions that may add an unnecessary burden to Scottish convenience retailers or put them at a competitive disadvantage to retailers elsewhere in the UK.

You can read the full report from PHS here.