Alcohol advertising generally leads to higher alcohol consumption

Alcohol marketing generally leads to higher alcohol consumption, also among minors. This is shown by a study by the University of Amsterdam in collaboration with the University of Twente, prompted by the Dutch National Prevention Agreement. The research systematically charted the effects of alcohol marketing. It did not reveal whether this also contributes to higher alcohol consumption among pregnant women, heavy drinkers or addicts. Hanneke Hendriks and Eva van Reijmersdal of the University of Amsterdam, in collaboration with the University of Twente and Tactus Verslavingszorg (Tactus Addiction Care) and with the help of literature research, have systematically charted existing knowledge on the scope and consequences of alcohol marketing. The study not only shows that this type of marketing can lead to increased alcohol consumption, but also that it is widespread in the Netherlands and reaches many minors. The marketing includes channels such as TV commercials, advertising columns, event sponsoring, posts and tweets by alcohol brands and advertising on social media. Above all, the increase in alcohol-related content and alcohol marketing on social media requires attention, say the researchers. 'Several studies show that young people often encounter alcohol ­marketing on social media. In this context it's often not clear who has initiated this content, and there is also a lack of clear rules within and between countries,' explains Hanneke Hendriks. It transpired that almost nothing is known about the effects of marketing for 0.0% beverages and the growing market share of this new segment, and the researchers conclude that further research is required here. National Prevention Agreement: making the Netherlands healthier