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Alcohol: No Ordinary CommodityResearch and Public Policy$
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Thomas F. Babor, Raul Caetano, Sally Casswell, Griffith Edwards, Norman Giesbrecht, Kathryn Graham, Joel W. Grube, Linda Hill, Harold Holder, Ross Homel, Michael Livingston, Esa Österberg, Jürgen Rehm, Robin Room, and Ingeborg Rossow

Print publication date: 2010

Print ISBN-13: 9780199551149

Published to Oxford Scholarship Online: May 2010

DOI: 10.1093/acprof:oso/9780199551149.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 13 June 2021

Restrictions on marketing

Restrictions on marketing

Chapter:
(p.185) Chapter 12 Restrictions on marketing
Source:
Alcohol: No Ordinary Commodity
Author(s):

Thomas Babor

Harold Holder

Raul Caetano

Ross Homel

Sally Casswell

Michael Livingston

Griffith Edwards

Esa Österberg

Norman Giesbrecht

Jürgen Rehm

Kathryn Graham

Robin Room

Joel Grube

Ingeborg Rossow

Linda Hill

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199551149.003.012

This chapter provides an introduction to the current state of alcohol marketing and what is known about the way in which marketing has its impact. It assesses two different policy approaches — codes of content and restrictions to reduce exposure — for their likely impact on consumption and harm. Interventions that change exposure to advertising have often been limited, and evaluations have mixed findings. More effort has gone into the establishment of codes aimed to affect the content of the advertising. Conclusions regarding the likely effects of these approaches can be made based on theoretical understanding, and empirical evidence about the way in which marketing has its effects and its measured impacts. Conclusions may also be informed by research on tobacco advertising, where the impacts are established and widely accepted.

Keywords:   alcohol marketing, alcohol policy, alcohol consumption, codes of content, alcohol advertising, alcohol promotion

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