UK alcohol marketing regulation is failing: a new approach is needed to prioritise protection for all

Abstract

This commentary about alcohol marketing regulation in the UK draws on a conference held by the Institute of Alcohol Studies, highlighting a need for policy interventions to prevent harm and improve public health. Hazardous and harmful alcohol use is associated with many health conditions, wider social consequences, and harms to others. Following no improvement in alcohol mortality rates in the past decade, 2020 saw alcohol-specific deaths rise to record levels in the UK. Bans or comprehensive restrictions on alcohol advertising across multiple types of media are listed by the World Health Organization (WHO) as one of the ‘best buy’ policies to reduce alcohol harm. The UK’s current complaints-led self-regulatory approach fails to protect consumers and vulnerable groups from being exposed to influential alcohol marketing. There are few meaningful sanctions to deter brands and companies from violating existing codes, processes are retrospective, reactive and slow, and the codes fail in their stated aim of protecting young people. Other important impacts on heavier drinkers and those in recovery, as well as on gender and health equity, are also inadequately addressed. Innovation is also urgently needed to effectively regulate ever-evolving digital alcohol marketing. Addressing these issues through a combination of comprehensive restrictions, content controls, labelling, and replacing self-regulation with an independent body will benefit public health as well as protecting the vulnerable, including heavier drinkers, people in recovery, and children and young people.

Keywords:

• (MeSH terms): alcohol consumption
• advertising
• public health

Author contributions

AA, MJ and NC presented at the Institute of Alcohol Studies (IAS) conference on alcohol marketing in October 2019. SB conceived the idea for this commentary, wrote the first draft, reviewed ASA decisions for the Box, coordinated writing the manuscript and is guarantor. AMA’s research explores the gendered nature of drinking cultures and the influence of media and marketing messages. AMA wrote the gender section. MJ is Lived Experience Development Officer at the Scottish Recovery Consortium and a person in long-term recovery. MJ wrote the section on heavy drinkers and people in recovery. BM is a Research Assistant on AMA’s Equalise project exploring intersectional experiences of alcohol, nightlife and marketing. BM wrote the section on ASA complaints about sex and gender. NC’s research examines how commercial marketing impacts on a range of health behaviours, including alcohol, tobacco, and gambling. NC wrote the section on digital marketing. KS is Chief Executive of IAS and wrote and advised on policy context and recommendations. All authors read and edited drafts of the full manuscript.

Disclosure statement

SB and KS both work at the Institute of Alcohol Studies which receives funding from the Alliance House Foundation. The Institute of Alcohol Studies is an independent charity in the UK whose purpose is to advance the use of evidence in public policy decisions on alcohol. NC is on the Board of Directors at Alcohol Focus Scotland.

Additional information

Funding

This commentary received no direct funding. NC’s contribution to this commentary was funded through his fellowship from the Society for the Study of Addiction (SSA).