World Health Organization Europe - The landscape of alcoholic beverage marketing is changing, with even more channels and tools available to encourage consumption. Alcoholic beverages are marketed not solely via
traditional broadcast media (such as television (TV) and radio) and traditional non-broadcast
media (such as print media, billboards and branded merchandise), but also through
sponsorship and product placement, and by direct marketing using technologies such as the
internet, podcasts and text messaging. Furthermore, by featuring alcohol in films, TV shows
and songs, the entire entertainment sector plays a role in shaping the expectations of young
people for the use of alcohol.
The extent and breadth of commercial communications on alcohol and their impact,
particularly on young people’s drinking, should not be underestimated. There are many ways
to limit exposure to commercial communications, ranging from avoiding the use of humour
and glamour and other aspects appealing to young people, to avoiding sponsorship and
television and cinema advertising, all the way up to a complete ban.
Restricting exposure to marketing of alcoholic beverages through effective marketing
regulations or comprehensive advertising bans is one of the three best buy interventions
recommended by WHO to reduce harmful drinking and thereby the burden of
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