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((Short description|Promotion of alcoholic beverages))
((Multiple issues|
((more citations needed|date=May 2010))
((globalize|date=December 2010))
))
((Use dmy dates|date=January 2020))
[[File:Privat-Livemont - Absinthe Robette - 1896.jpg|thumb|200px|An 1896 advertisement for Absinthe Robette by [[Henri Privat-Livemont]]]]

'''Alcohol advertising''' is the [[advertising|promotion]] of [[alcoholic beverage]]s by [[alcohol (drug)|alcohol]] producers through a variety of [[mass media|media]]. Along with [[nicotine advertising]], alcohol advertising is one of the most highly regulated forms of [[marketing]]. Some or all forms of alcohol advertising are banned in some countries. There have been some important studies about alcohol advertising published, such as J.P. Nelson's in 2000.<ref>((cite web | url=https://papers.ssrn.com/sol3/cf_dev/AbsByAuth.cfm?per_id=51224 | title=Author Page for Jon P. Nelson | work=[[SSRN]] | access-date=21 January 2017))</ref>

==Criticism==
((More medical citations needed|section|date=November 2022))
Scientific research, health agencies and universities have, over the decades, been able to demonstrate a correlation between alcohol beverage advertising and alcohol consumption, especially among initially non-drinking youth.<ref name=":0">((Cite journal|last1=Grenard|first1=Jerry L.|last2=Dent|first2=Clyde W.|last3=Stacy|first3=Alan W.|date=2013|title=Exposure to Alcohol Advertisements and Teenage Alcohol-Related Problems|journal=Pediatrics|volume=131|issue=2|pages=369–379|doi=10.1542/peds.2012-1480|pmc=3557408|pmid=23359585))</ref><ref name=":1">((Cite journal|last1=Snyder|first1=Leslie B.|last2=Milici|first2=Frances Fleming|last3=Slater|first3=Michael|last4=Sun|first4=Helen|last5=Strizhakova|first5=Yuliya|date=2006|title=Effects of Alcohol Advertising Exposure on Drinking Among Youth|journal=Archives of Pediatrics & Adolescent Medicine|language=en|volume=160|issue=1|pages=18–24|doi=10.1001/archpedi.160.1.18|pmid=16389206|issn=1072-4710|doi-access=free))</ref><ref>((Cite journal|last1=Anderson|first1=P.|last2=Bruijn|first2=A. de|last3=Angus|first3=K.|last4=Gordon|first4=R.|last5=Hastings|first5=G.|date=2009|title=Impact of Alcohol Advertising and Media Exposure on Adolescent Alcohol Use: A Systematic Review of Longitudinal Studies|journal=Alcohol and Alcoholism|language=en|volume=44|issue=3|pages=229–243|doi=10.1093/alcalc/agn115|pmid=19144976|issn=0735-0414|doi-access=free))</ref> However, there is an equally significant body of research positing that alcohol advertising does not ''cause'' higher consumption and rather merely reflects greater public demand, with many commentators suggesting that effective alcohol campaigns only increase a producer's market share and also brand loyalty.<ref>J.P. Nelson, "What is Learned from Longitudinal Studies of Advertising and Youth Drinking and Smoking?" International Journal of Environmental Research and Public Health, 7(3), March 2010, pp.&nbsp;870–926.</ref><ref>Frankena, M., Cohen, M., Daniel, T., Ehrlich, L., Greenspun, N., and Kelman, D. Alcohol Advertising, Consumption and Abuse. In: Federal Trade Commission. ''Recommendations of the Staff of the Federal Trade Commission: Omnibus Petition for Regulation of Unfair and Deceptive Alcoholic Beverage Marketing Practices'', Docket No. 209-46. Washington, DC: Federal Trade Commission, 1985.</ref><ref>Sanders, James. Alcohol Advertisements Do Not Encourage Alcohol Abuse Among Teens. In: Wekesser, Carol (ed.) ''Alcoholism''. San Diego, CA: Greenhaven Press, 1994. Pp.&nbsp;132–135, p.&nbsp;133.</ref>

The [[alcohol industry]] has tried to actively mislead the public about the [[alcohol and cancer|risk of cancer]] due to alcohol consumption,<ref name="Petticrew2017">((Cite journal |display-authors=etal |vauthors=Petticrew M, Maani Hessari N, Knai C, Weiderpass E |year=2018 |title=How alcohol industry organisations mislead the public about alcohol and cancer |url=https://researchonline.lshtm.ac.uk/id/eprint/4363466/1/Final%20accepted%20version%20Petticrew%20How%20alcohol%20industry%20organisations%20mislead%20the%20public.docx |journal=Drug and Alcohol Review |volume=37 |issue=3 |pages=293–303 |doi=10.1111/dar.12596 |pmid=28881410 |s2cid=892691|doi-access=free ))[http://onlinelibrary.wiley.com/doi/10.1111/dar.12596/full]</ref> in addition to campaigning to remove laws that require alcoholic beverages to have [[Alcohol packaging warning messages|cancer warning labels]].<ref name="Chaudhuri2018">((cite web |last1=Chaudhuri |first1=Saabira |title=Lawmakers, Alcohol Industry Tussle Over Cancer Labels on Booze |url=https://www.wsj.com/articles/lawmakers-alcohol-industry-tussle-over-cancer-labels-on-booze-1518174001 |publisher=[[The Wall Street Journal]]|date=9 February 2018))</ref>

==Target marketing==
The [[target market|intended audience]] of the alcohol [[advertising campaign]]s have changed over the years, with some brands being specifically targeted towards a particular [[demographic profile|demographic]]. Some drinks are traditionally seen as a male drink, particularly [[beer]]s.<ref>((Cite web|url=https://www.thedrinksbusiness.com/2015/10/beer-still-perceived-as-a-mans-drink/|title=Beer Still 'Perceived as a Man's Drink'|last=Eads|first=Lauren|date=2015|website=The Drinks Business|access-date=26 March 2018))</ref> Some brands have allegedly been specifically developed to appeal to people that would not normally drink that kind of beverage. These ads may contribute to underage consumption and binge drinking.<ref name=":0" /> In 2011 a study found that twenty-two percent of twelfth graders had binge drank in the past two weeks,<ref>Johnston, L. D., O'Malley, P. M., Bachman, J. G., & Schulenberg, J. E. (2012). ''[http://monitoringthefuture.org/pubs/monographs/mtf-overview2011.pdf Monitoring the Future national results on adolescent drug use: Overview of key findings, 2011] ((Webarchive|url=https://web.archive.org/web/20220423131218/http://monitoringthefuture.org/pubs/monographs/mtf-overview2011.pdf |date=23 April 2022 ))''. Ann Arbor: Institute for Social Research, The University of Michigan.</ref> this figure doubled for kids in college.<ref>((Cite journal|last1=White|first1=Aaron|last2=Hingson|first2=Ralph|date=2014|title=The Burden of Alcohol Use|journal=Alcohol Research: Current Reviews|volume=35|issue=2|pages=201–218|issn=2168-3492|pmc=908712|pmid=24881329))</ref> Studies suggest that the use of alcohol before the brain fully develops can alter or negatively affect the development of the brain.<ref>((Cite journal|last1=Ewing|first1=Sarah W.Feldstein|last2=Sakhardande|first2=Ashok|last3=Blakemore|first3=Sarah-Jayne|date=2014|title=The effect of alcohol consumption on the adolescent brain: A systematic review of MRI and fMRI studies of alcohol-using youth|journal=NeuroImage: Clinical|volume=5|pages=420–437|doi=10.1016/j.nicl.2014.06.011|pmid=26958467|pmc=4749850))</ref>

=== Adolescents ===
One area in which the alcohol industry has faced criticism and tightened legislation is in their alleged targeting of young people. Central to this is the development of [[alcopop]]s &ndash; [[sweetness|sweet-tasting]], brightly coloured drinks with names that may appeal to a younger audience. Academics have found that the main factor influencing youth consumption of alcopops was taste, and that young non-drinkers and experimental drinkers were heavily influenced by advertising.<ref>Jones, S. C., Reis, S. 2011. [https://ro.uow.edu.au/cgi/viewcontent.cgi?referer=&httpsredir=1&article=2141&context=hbspapers Not just the taste: why adolescents drink alcopops]. Health Education 112(1), 61-74.</ref>

There have been several disputes over whether alcohol advertisements are targeting teens. Much alcohol advertising appears to make drinking fun and exciting. Alcohol advertisements can be commonly seen in virtually any medium, they are especially known for sponsoring sporting events, concerts, magazines, and they are widely found on the internet.<ref>((Cite web|url=http://www.quitnow.gov.au/internet/anpha/publishing.nsf/Content/F641F67C6D6F52C5CA257C86001D5F19/$File/Alcohol%20Advertising%20DRAFT%20REPORT%20MASTER%20DOCUMENT%2020.2.14%20(D14-3314).pdf|title=Alcohol Advertising: The effectiveness of current regulatory codes in addressing community concern|date=2014|website=Australian National Preventative Health Agency|access-date=26 March 2018))</ref> Most of the vendors' websites require an age of 21 to enter, but there is no restriction besides simply entering a birth date. A study done by the [[American Journal of Public Health]] concluded that Boston train passengers between the ages of 11 and 18 saw an alcohol-related advertisement every day.<ref>((Cite journal|last1=Gentry|first1=Elisabeth|last2=Poirier|first2=Katie|last3=Wilkinson|first3=Tiana|last4=Nhean|first4=Siphannay|last5=Nyborn|first5=Justin|last6=Siegel|first6=Michael|date=1 October 2011|title=Alcohol Advertising at Boston Subway Stations: An Assessment of Exposure by Race and Socioeconomic Status|journal=American Journal of Public Health|volume=101|issue=10|pages=1936–1941|doi=10.2105/AJPH.2011.300159|pmid=21852632|issn=0090-0036|pmc=3222337))</ref> There have been studies similar to this, which supports the allegation that underage consumption of alcohol is in correlation with the exposure of alcohol ads.<ref name=":1" /> In response, many cities have recognized the effect of alcohol-related ads on adolescents and in some cities these advertisements have been banned on public transportation.<ref>((Cite news|url=http://adage.com/article/cmo-strategy/new-york-city-buses-trains-ban-alcohol-ads/311057/|title=As Alcohol Ads Sprawl Elsewhere, New York Buses and Trains Go Dry|last=Schultz|first=E.J.|date=2017|work=AdAge|access-date=27 March 2018|language=en))</ref>

Peter Anderson and his colleagues performed longitudinal studies and concluded that "alcohol advertising and promotion increases the likelihood that adolescents will start to use alcohol, and to drink more if they are already using alcohol".<ref>((Cite journal|last1=Anderson|first1=Peter|last2=Bruijn|first2=Avalon de|last3=Angus|first3=Kathryn|last4=Gordon|first4=Ross|last5=Hastings|first5=Gerard|date=1 May 2009|title=Impact of Alcohol Advertising and Media Exposure on Adolescent Alcohol Use: A Systematic Review of Longitudinal Studies|journal=Alcohol and Alcoholism|language=en|volume=44|issue=3|pages=229–243|doi=10.1093/alcalc/agn115|issn=0735-0414|pmid=19144976|doi-access=free))</ref> Elizabeth D. Waiters, Andrew J. Treno, and Joel W. Grube's discussions with a sample of youth, ages 9–15, support this claim. They found that these youth saw the purpose of beer commercials is to urge people to buy the product based on not only its quality, but also on "its relationship to sexual attractiveness". They see the "attractive young adults drink beer to personally rewarding ends" and the "youth-oriented music" and are influenced to drink alcohol.<ref>((Cite journal|last1=Waiters|first1=Elizabeth D.|last2=Treno|first2=Andrew J.|last3=Grube|first3=Joel W.|date=1 December 2001|title=Alcohol Advertising and Youth: A Focus-Group Analysis of What Young People Find Appealing in Alcohol Advertising|journal=Contemporary Drug Problems|language=en|volume=28|issue=4|pages=695–718|doi=10.1177/009145090102800409|s2cid=143202890|issn=0091-4509))</ref>

The National Household Survey on Drug Abuse reports the rates of binge alcohol use in 2008 were 1.5 percent among 12 or 13 years old, 6.9 percent among 14 or 15 years old, 17.2 percent among 16 or 17 years old, 33.7 percent among persons aged 18 to 20.<ref>((cite report| author = Substance Abuse and Mental Health Services Administration| date = 2009| title = Results from the 2008 National Survey on Drug Use and Health: National Findings| url = http://www.dpft.org/resources/NSDUHresults2008.pdf| publisher = Office of Applied Studies, NSDUH Series H-36, HHS Publication No. SMA 09-4434| location = Rockville, MD| access-date = 8 November 2017))</ref> In 2009, the rates for each group of underage alcohol usage increased by a fourth.<ref>((cite report| author = Substance Abuse and Mental Health Services Administration| date = 2010| title = Results from the 2009 National Survey on Drug Use and Health: Volume I. Summary of National Findings| url = http://www.gmhc.org/files/editor/file/a_pa_nat_drug_use_survey.pdf| publisher = Office of Applied Studies, NSDUH Series H-38A, HHS Publication No. SMA 10-4586Findings| location = Rockville, MD| access-date = 8 November 2017))</ref>

According to 2001 College Alcohol Study (CAS), continuous alcohol promotions and advertisements including lowering prices on certain types of alcohol on a college campus have increased the percentage of alcohol consumption of that college community. [[Alcohol advertising on college campuses]] have also shown to increase binge drinking among students. However, it is concluded that the consistency of these special promotions and ads could also be useful in reducing binge drinking and other related drinking problems on campus. (Kuo, 2000, [[Henry Wechsler|Wechsler]] 2000, Greenberg 2000, Lee 2000).<ref>
((cite journal
 |author =Meichun Kuo |author2=Henry Wechsler |author3=Patty Greenberg |author4=Hang Lee
 |title=The marketing of alcohol to college students
 |journal=[[American Journal of Preventive Medicine]]
 |volume=25
 |issue=3
 |pages=204–211
 |date=October 2003
 |doi=10.1016/S0749-3797(03)00200-9
|pmid=14507526 |author2-link=Henry Wechsler ))</ref>
* Results from one study indicate that beer advertisements are a significant predictor of an adolescent's knowledge, preference, and loyalty for beer brands, as well as current drinking behavior and intentions to drink (Gentile, 2001).
* Television advertising changes attitudes about drinking. Young people report more positive feelings about drinking and their own likelihood to drink after viewing alcohol ads (Austin, 1994; Grube, 1994).
* The alcohol industry spends $2 billion per year on all media advertising (Strasburger, 1999).
* The beer brewing industry itself spent more than $770 million on television ads and $15 million on radio ads in 2000 (Center for Science in the Public Interest, 2002).

Research clearly indicates that, in addition to parents and peers, alcohol advertising and marketing significantly affect youth decisions to drink. (The Center on Alcohol Marketing and Youth [CAMY]).

"While many factors may influence an underage person's drinking decisions, including among other things parents, peers and the media, there is reason to believe that advertising also plays a role." (Federal Trade Commission, Self-Regulation in the Alcohol Industry, 1999)

Parents and peers substantially affect youth decisions to drink. However, research clearly indicates that alcohol advertising and marketing also have a significant effect by influencing youth and adult expectations and attitudes, and helping to create an environment that promotes underage drinking.<ref>((Cite web|url=http://www.camy.org/resources/fact-sheets/alcohol-advertising-and-youth/index.html|title=Alcohol Advertising and Youth|last=Stephenson|first=Steve|website=Johns Hopkins Bloomberg School of Public Health|language=en-US|access-date=26 March 2018|archive-date=27 January 2021|archive-url=https://web.archive.org/web/20210127231138/http://www.camy.org/resources/fact-sheets/alcohol-advertising-and-youth/index.html|url-status=dead))</ref>

Even though people these days must put themselves into that situation, David H. Jernigan (2005: 314) underlines how "more than fifteen percent of twelve-year-olds will be likely to create the situation where youth are more likely per capita to see the magazine than adults over twenty-one years, the legal drinking age in the United States".

===Malt liquor===
((Main|Malt liquor#Advertising))

The target market for [[malt liquor]] in the United States has been among the [[African-American]] and [[Hispanic]] populations in cities. Advertisers use themes of power and sexual dominance to appeal to customers. Critics have objected to ads targeting this segment of the population, which has disproportionately high rates of alcohol-related illness and poor access to medical care.

==Advertising around the world==
The [[World Health Organization]] (WHO) has specified that the advertising and promotion of alcohol needs to be controlled. In September 2005, the WHO Euro Region adopted a Framework for Alcohol Policy for the Region. This has 5 ethical principles which includes "All children and adolescents have the right to grow up in an environment protected from the negative consequences of alcohol consumption and, to the extent possible, from the promotion of alcoholic beverages".<ref>
((cite web
 |title=Framework for alcohol policy in the WHO European Region
 |url=http://www.euro.who.int/__data/assets/pdf_file/0007/79396/E88335.pdf
 |date=4 April 2006
 |publisher=[[World Health Organization]] Regional Office for Europe
 |access-date=6 June 2013
))</ref>

Cross-border television advertising within the [[European Union]] was previously regulated by the 1989 Television without Frontiers Directive, a [[Harmonisation of law|harmonisation]] measure designed to remove barriers to international trade as part of the [[common market]].<ref>((Cite web|url=http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:1989:298:0023:0030:EN:PDF|title=Council Directive 89/552/EEC of 3 October 1989 on the coordination of certain provisions laid down by Law, Regulation or Administrative Action in Member States concerning the pursuit of television broadcasting activities))</ref> Article 15 of this Directive sets out the restrictions on alcohol advertising:
* it may not be aimed specifically at minors or, in particular, depict minors consuming these beverages;
* it shall not link the consumption of alcohol to enhanced physical performance or to driving;
* it shall not create the impression that the consumption of alcohol contributes towards social or sexual success;
* it shall not claim that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts;
* it shall not encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light;
* it shall not place emphasis on high alcoholic content as being a positive quality of the beverages."

This article on alcohol advertising restrictions is implemented in each EU country largely through the self-regulatory bodies dealing with advertising.<ref>((Cite news|url=http://adage.com/article/global-news/alcohol-advertisers-launch-regulation-pact-europe/234141/|title=Alcohol Advertisers Launch Self-Regulation Pact in Europe|last=Wentz|first=Laurel|date=2012|work=AdAge|access-date=27 March 2018|language=en))</ref>

The EU law 'TV without Frontiers' Directive has subsequently been expanded to cover new media formats such as digital television. Now called the 'Audiovisual Media Services Directive', the provisions regarding restrictions on alcohol advertising are laid out in Article 22 and are identical to the above.<ref>((Cite web|url=http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=OJ:L:2010:095:0001:0024:EN:PDF|title=Directive 2010/13/EU of the European Parliament and of the Council of 10 March 2010 on the coordination of certain provisions laid down by law, regulation or administrative action in Member States concerning the provision of audiovisual media services (Audiovisual Media Services Directive)))</ref>

Some countries, such as [[France]], [[Norway]], [[Russia]],<ref>((cite news|title=Russia slaps ban on alcohol advertising in media|date=23 July 2012|url=https://www.bbc.co.uk/news/world-europe-18960770|work=BBC News))</ref> [[Ukraine]],<ref>[http://www.kyivpost.com/news/nation/detail/56294/ Tobacco, alcohol advertising bans take effect in printed media], [[Kyiv Post]] (1 January 2010)</ref> [[Myanmar]], [[Sri Lanka]],<ref name="SriLanka" /> [[Kenya]] and [[Kazakhstan]] have banned all alcohol advertising on television and billboard.<ref>((cite news|url=http://news.bbc.co.uk/1/hi/world/africa/4080074.stm|title=BBC NEWS - Africa - Kenya to outlaw alcohol adverts|date=10 June 2005|access-date=25 May 2016))</ref>

===United States===
((See also|Alcohol advertising on college campuses|Alcohol consumption by youth in the United States))

In the United States, spirits advertising has [[self-regulatory bodies]] that create standards for the ethical advertising of alcohol. The special concern is where advertising is placed.

Currently, the standard is that alcohol advertisements can only be placed in media where 71.6% of the audience is over the legal drinking age.<ref>((Cite web|url = https://www.ftc.gov/news-events/blogs/business-blog/2014/03/alcohol-advertising-ad-placement-self-regulation|title = Alcohol advertising, ad placement, and self-regulation|date = 20 March 2014|access-date = 25 October 2021|archive-date = 23 January 2022|archive-url = https://web.archive.org/web/20220123110138/https://www.ftc.gov/news-events/blogs/business-blog/2014/03/alcohol-advertising-ad-placement-self-regulation|url-status = dead))</ref> Alcohol advertising's creative messages should not be designed to appeal to people under the age of 21, for example, using cartoon characters as spokespeople is discouraged. Advertising cannot promote brands based on alcohol content or its effects. Advertising must not encourage irresponsible drinking. Another issue in media placement is whether media vendors will accept alcohol advertising. The decision to accept an individual ad or a category of advertising is always at the discretion of the owner or publisher of a media outlet.((citation needed|date=October 2019))

In 1991, U.S. Surgeon General [[Antonia Novello]] criticized alcoholic beverage companies for "unabashedly targeting teenagers" with "sexual imagery, cartoons, and rock and rap music" in television and print ads.((refn|name=Davidson))((rp|113–5)) In Rubin v. Coors Brewing Co. (1995), the Court unanimously struck down a federal regulation prohibiting the display of alcohol content on beer labels. The Court provided even more protection to alcohol advertising and amplified the ''Central Hudson'' test in ''[[44 Liquormart, Inc. v. Rhode Island]]'' (1996).<ref>((Cite web |last=Strickl |first=Ruth Ann |title=Alcohol Advertising |url=https://www.mtsu.edu/first-amendment/article/977/alcohol-advertising |access-date=2023-05-15 |website=www.mtsu.edu |language=en))</ref> The [[Federal Trade Commission]] conducted an investigation in 2002 into possible targeting to those under the age of 21. However, this investigation and those of some scholars have not found evidence of such targeting.<ref name="Minors. Los Angeles Times 2006, pp. 357-69">(FTC Says Alcohol Type Not Aimed at Minors. Los Angeles Times, 5 June 2002;</ref><ref>Nelson, Jon P. Alcohol advertising in magazines: Do beer, wine, and spirits ads target youth? ''[[Contemporary Economic Policy]]'', July 2006, pp. 357-69).</ref> Concerns exist that irresponsible advertising practices or "pushing the envelope" with audience composition may lead to permanent legislation governing the advertising of beverage alcohol.<ref>[http://www.discus.org/industry/code/code.htm "Code"]. Discus.org. ((webarchive |url=https://web.archive.org/web/20050405235706/http://www.discus.org/industry/code/code.htm |date=5 April 2005 ))</ref>

===Asia===
In [[Malaysia]], alcohol advertising on radio and televisions was outlawed in 1995.((cn|date=May 2023)) On Malaysian television, alcohol advertising is not shown before 10:00 pm and during Malay-language programs. However, non-Malay newspapers and magazines are allowed to continue alcohol advertising. [[Supermarket]]s and [[hypermarket]]s have also been criticized for advertising alcohol products on trolleys, which is controversial because Islam is the state religion of the country. ((Cn|date=May 2023)) After the ban of alcohol advertising on Malaysian radio and televisions, they continued to build the brands with [[sponsorship]]s of concerts and entertainment events.((cn|date=May 2023))

In [[Singapore]], alcohol advertisement is not allowed to be shown during programmes intended for children and young persons.<ref>((Cite web|url=http://iogt.org/wp-content/uploads/2015/03/Alcohol-Advertising_A-Global-Legal-Perspective.pdf|title=Alcohol Advertising: A Global Legal Perspective|date=2011|website=Global Advertising Lawyers Alliance|access-date=27 March 2018))</ref>

In [[Indonesia]], alcohol advertising was legal in the 1990s, but has since been completely banned.<ref>[https://www.who.int/substance_abuse/publications/policy_indonesia.pdf 2004 Global Status Report: Alcohol Policy]. World Health Organisation. Retrieved 27 March 2018.</ref>

In [[Hong Kong]], alcohol advertising is not allowed to be shown during Family Viewing Hour programmes.

In the [[Philippines]], alcohol advertising is allowed. Alcohol warning is also shown in the end of the advertisement explaining with the words: "Drink Moderately". In May 2012, the warning was changed to "Drink Responsibly".

In Thailand, alcohol advertisements are still allowed, but must accompanied by a warning message. See [[Alcohol advertising in Thailand]].

In [[Sri Lanka]], public advertising on alcohol is banned totally since 2006.<ref name="SriLanka">
((cite news|title=Sri Lanka bans public smoking, alcohol, tobacco advertising
 |url=http://www.asiantribune.com/node/944
 |newspaper=[[Asian Tribune]]
 |date=6 July 2006
 |access-date=6 June 2013
))</ref>

In South Korea, public advertising on alcohol is only allowed after 10:00 pm.

===Europe===
In [[Latvia]], advertising of alcohol in printed media and public signs was banned from March 1925 to May 1933. A ban on posters, illuminated and shop window advertising lasted until the [[Soviet occupation of Latvia in 1940|Soviet occupation of Latvia]] in 1940.<ref>((Cite journal |last=Lipša |first=Ineta |date=2010 |title=Sabiedriskā tikumība Latvijā: alkoholisko dzērienu lietošana, 1918–1940 |trans-title=Public morality in Latvia: the use of alcoholic drinks, 1918–1940 |url=https://www.lvi.lu.lv/fileadmin/user_upload/lu_portal/lvi.lu.lv/LVIZ_Numuri/2010_1/I_Lipsa_Sabiedriska_tikumiba_LVIZ_2010_1.pdf |journal=Latvijas Vēstures Institūta Žurnāls (Journal of the Institute of Latvian History) |language=lv |issue=1 |pages=72 |via=[[University of Latvia]]))</ref> Today, the Handling of Alcoholic Beverages Law of 2004, Section 11 regulates the alcohol ad market. Advertising is banned from and on schools, medical facilities, on press cover pages, on public transportation and outdoors.<ref>((Cite web |date=2020-12-03 |title=Handling of Alcoholic Beverages Law |url=https://likumi.lv/doc.php?id=88009 |access-date=2023-07-07 |website=Likumi.lv |language=))</ref> In May 2023, the government submitted amendments to further restrict advertising, which are currently being debated in the [[Saeima]].<ref>((Cite web |date=2023-06-20 |title=Parliamentary discussions on alcohol advertising limits continue |url=https://eng.lsm.lv/article/society/society/20.06.2023-parliamentary-discussions-on-alcohol-advertising-limits-in-latvia-continue.a513543/ |access-date=2023-07-07 |website=eng.[[Lsm.lv]] |language=en))</ref>

In Russia, advertising alcohol products is banned from almost all media (including television and billboards) since January 2013.<ref>((Cite news|url=https://www.bbc.com/news/world-europe-18960770|title=Russia bans alcohol ads in media|date=23 July 2012|work=BBC News|access-date=27 March 2018|language=en-GB))</ref> Before that, alcohol advertising was restricted from using images of people drinking since the mid-2000s.

In Sweden, since 2010 advertisements are legal for wine and beer, but not on television and radio. Non-periodic magazines are allowed to advertise alcoholic beverages above 15%.<ref>((Cite web |url=http://www.notisum.se/rnp/sls/lag/20101622.htm |title=Alkohollag (2010:1622) |access-date=5 March 2017 |archive-url=https://web.archive.org/web/20140413131147/http://www.notisum.se/rnp/sls/lag/20101622.htm |archive-date=13 April 2014 |url-status=dead ))</ref> These advertisements must contain warnings, but which are worded less strongly than the warnings on tobacco products - for example, "[[Fetal alcohol syndrome|Avoid drinking while pregnant]]," as opposed to "[[Tobacco packaging warning messages#Sweden|smoking kills]]." These rules were introduced into the law 2010<ref>((Cite web|title=Regeringskansliets rättsdatabaser|url=https://rkrattsbaser.gov.se/sfsr?fritext=1994:1738&sort=desc&post_id=1|access-date=2023-01-27|website=rkrattsbaser.gov.se))</ref> based on the provisions of an [[EU directive]], ((Citation needed|date=May 2009)) provisionally applied by Swedish newspapers since 2005. Before that alcohol advertisements were forbidden, except for "class 1 beer" or "[[light beer]]." Such advertisements were common, as stronger beers which shared a name with advertised light beers, may have benefit from this.

In Finland, [[Parliament of Finland]] decided to ban alcohol outdoor advertising, except during sport events. This new law is going to take place in January 2015.<ref>((cite web | url=http://lib.eduskunta.fi/Resource.phx/kirjasto/oikeudellinentieto/tietopaketit/alkoholimainonta.htx | title=Alkoholimainonnan rajoittaminen | publisher=Eduskunnan Kirjasto | access-date=14 November 2014 | language=fi | archive-url=https://web.archive.org/web/20141014205100/http://lib.eduskunta.fi/Resource.phx/kirjasto/oikeudellinentieto/tietopaketit/alkoholimainonta.htx | archive-date=14 October 2014 | url-status=dead ))</ref>

In the United Kingdom, the [[Advertising Standards Authority (United Kingdom)|Advertising Standards Authority]] have banned several ads that do not comply with the restrictions in the EU directive.<ref>((cite news|title=Strongbow's YouTube spoof and seven other banned alcohol adverts|url=http://www.bbc.co.uk/newsbeat/article/34474456/strongbows-youtube-spoof-and-seven-other-banned-alcohol-adverts|work=BBC Newsbeat|date=8 October 2015))</ref>

In Norway, advertising for alcohol has been under a total ban since 1975.

In September 2017, Facebook announced it would allow users to hide all alcohol advertisements. The move is debated within the UK, as Alcohol Research UK group welcomed the change, while the Alcohol Standards Authority said the UK already had some of the strictest rules in the world.<ref>((cite news|title=Strongbow's YouTube spoof and seven other banned alcohol adverts|url=https://www.bbc.com/news/technology-41332082|work=BBC News|date=20 September 2017))</ref>

In November 2018, Ireland introduced a law banning alcohol advertisements near schools, children play areas, public transportation, and cinemas, as well as restricting visibility of alcohol products in stores. The legislation will take effect November 2019.<ref>((cite news|title=Ireland's minister for health Simon Harris has signed a "groundbreaking" law to ban alcohol advertising near schools and play areas and restrict visibility of alcohol in stores over the next two years.|url=https://www.thespiritsbusiness.com/2018/11/ireland-passes-ground-breaking-alcohol-advertising-law/|work=Spirits Business|date=6 November 2018))</ref>

=== Australia ===
In Australia the Alcoholic Beverages Advertising Code scheme regulates the marketing of alcohol. Advertisers need to follow a defined set of guidelines for showing alcohol advertisements on TV and radio. These ads are permitted from noon until 3 pm on school days and from 8:30&nbsp;pm to 5&nbsp;am every day. The ads cannot be targeted at kids and are not allowed during the broadcast of Children's (C) or Pre-school (P) classified programs on any day.<ref>((Cite web|url=https://www.acma.gov.au/ads-alcohol-tobacco-or-therapeutic-goods|title=Ads for alcohol, tobacco or therapeutic goods|website=Australian Communities And Media Authority))</ref>

== Pinkwashing drinking campaigns ==
Many alcohol companies create campaigns to raise awareness and/or funds for a particular charity (typically through the use of a "[[Awareness ribbon|ribbon]]" symbol associated with a specific condition). Companies do so through alcohol products and promotions and other marketing materials.<ref>((Cite journal |doi = 10.1111/add.13035|pmid = 26350708|title = Red flags on pinkwashed drinks: Contradictions and dangers in marketing alcohol to prevent cancer|journal = Addiction|volume = 110|issue = 10|pages = 1541–1548|year = 2015|last1 = Mart|first1 = Sarah|last2 = Giesbrecht|first2 = Norman))</ref> Most ribbons are not trademarked or regulated, and thus companies are able to place the image on any product.<ref>((Cite web|title=4 Questions Before You Buy Pink|url=https://www.bcaction.org/about-think-before-you-pink/resources/4-questions-before-you-buy-pink/|access-date=2023-01-27|website=Breast Cancer Action|language=en))</ref>

One ribbon in particular that is recognized world-wide - the [[Breast cancer awareness|pink breast cancer ribbon]] - has been used by multiple alcohol companies for promotion, a practice that is known as "[[Pinkwashing (breast cancer)|pinkwashing]]". Alcohol consumption has been linked to an increased risk of multiple types of cancer,<ref>((Cite journal |doi = 10.2217/WHE.14.62|pmid = 25581056|pmc = 4299758|title = Links between Alcohol Consumption and Breast Cancer: A Look at the Evidence|journal = Women's Health|volume = 11|issue = 1|pages = 65–77|year = 2015|last1 = Liu|first1 = Ying|last2 = Nguyen|first2 = Nhi|last3 = Colditz|first3 = Graham A.))</ref> one of which is [[breast cancer]].<ref>Canadian Cancer Society. 2019. [https://www.cancer.ca/en/cancer-information/cancer-type/breast/risks/?region=bc#alcohol Risk Factors for Cancer.] Accessed 30 November 2019.</ref> It has been found that even low levels of alcohol consumption (1 drink per day) increases a woman's risk of developing breast cancer.<ref>Canadian Cancer Society. 2019. Risk Factors for Cancer.Accessed 30 November 2019.</ref><ref>((Cite journal|last1=Chen|first1=Wendy Y.|last2=Rosner|first2=Bernard|last3=Hankinson|first3=Susan E.|last4=Colditz|first4=Graham A.|last5=Willett|first5=Walter C.|date=2011-11-02|title=Moderate alcohol consumption during adult life, drinking patterns, and breast cancer risk|journal=JAMA|volume=306|issue=17|pages=1884–1890|doi=10.1001/jama.2011.1590|issn=1538-3598|pmc=3292347|pmid=22045766))</ref> A U.S. study in 2013 found that 15% of breast cancer deaths among women were attributable to alcohol.<ref>Nelson D. E., et al. 2013. Alcohol-attributable cancer deaths and years of potential life lost in the United States. Am J Public Health 103, 641–648.</ref>

Due to this clear association, pinkwashed alcohol advertising has been criticized for promoting consumption of a product that contributes to the problem.<ref name="Mart, S. 2015">Mart, S., Giesbrecht, N. and Society for the Study of Addiction. 2015. Red flags on pinkwashed drinks: contradictions and dangers in marketing alcohol to prevent cancer. Addiction 110, 1541-1548</ref> As breast cancer is the most commonly occurring cancer for women,<ref>Canadian Cancer Society. 2019. Risk Factors for Cancer.Accessed 30 November 2019</ref> alcohol advertising that emphasizes funding to breast cancer societies may present the most harm to women, particularly when the amount of alcohol purchased is tied to the amount donated.<ref name="Mart, S. 2015"/>

Nonetheless, many alcohol companies have donated substantial amounts to various cancer charities, which undoubtedly supports important causes.<ref>Mart, S., Giesbrecht, N. and Society for the Study of Addiction. 2015. Red flags on pinkwashed drinks: contradictions and dangers in marketing alcohol to prevent cancer. Addiction 110, 1541-1548. Table 1, p.1543.</ref>

== Responsible drinking campaigns <span class="anchor" id="Drink responsibly"></span> ==

"Drink responsibly" messaging began in the 1970s,<ref name=confusing>((cite journal |last1=Jones |first1=SC |last2=Hall |first2=S |last3=Kypri |first3=K |title=Should I drink responsibly, safely or properly? Confusing messages about reducing alcohol-related harm. |journal=PLOS ONE |date=2017 |volume=12 |issue=9 |pages=e0184705 |doi=10.1371/journal.pone.0184705 |pmid=28934269 |pmc=5608266|bibcode=2017PLoSO..1284705J |doi-access=free ))</ref> and is still widely used by the alcohol industry.<ref name=action>((cite journal |last1=Giesbrecht |first1=N |last2=Reisdorfer |first2=E |last3=Rios |first3=I |title=Alcohol Health Warning Labels: A Rapid Review with Action Recommendations. |journal=International Journal of Environmental Research and Public Health |date=16 September 2022 |volume=19 |issue=18 |page=11676 |doi=10.3390/ijerph191811676 |pmid=36141951 |pmc=9517222|doi-access=free ))</ref><ref name=confusing/><ref name=ads/> It is almost never used by anyone else.<ref name=mean>((cite journal |last1=Maani Hessari |first1=N |last2=Petticrew |first2=M |title=What does the alcohol industry mean by 'Responsible drinking'? A comparative analysis |journal=Journal of Public Health |date=1 March 2018 |volume=40 |issue=1 |pages=90–97 |doi=10.1093/pubmed/fdx040 |pmid=28398571 |url=https://academic.oup.com/jpubhealth/article/40/1/90/3111234|doi-access=free ))</ref> It has been shown to be ineffective to counterproductive; for instance, adolescents become less opposed to drunkenness when exposed to "please drink responsibly" messages.<ref name=action/>

"Drink responsibly" messages are criticized by independent public-health advocates, who argue that they are designed to increase sales and avoid regulation<ref name=confusing/> using [[corporate social responsibility]] messaging.<ref name=mean/> It has also been argued that "drink responsibly" messages shift blame for the [[social costs of alcohol]] onto individual people the industry designates as "problem drinkers" (often in poor and racialized communities, in which alcohol is disproportionately marketed), thus shifting responsibility away from the much more powerful industry promoting drinking.<ref>((cite web |last1=Weeks |first1=Josh |title=Drinking Up the Revolution |url=https://www.3ammagazine.com/3am/drinking-up-the-revolution/ |publisher=3:AM Magazine |access-date=18 November 2022 |date=July 15, 2022))</ref> There are calls to replace these messages with mandatory, independently-designed and independently-tested [[alcohol warning labels]].<ref name=ads/>

"Drink responsibly" messages are very common in alcohol ads. They were found in nine in ten alcohol ads from U.S. magazines from 2008 to 2010 (where it was voluntary). Of these ads, none defined what responsible drinking was, or identified any time or circumstance when drinking alcohol would be inappropriate. Most "responsibly" messages were simply used to promote the product. Sometimes they were used in ads that showed behaviours like [[binge drinking]].<ref name=ads>((cite news |title='Drink responsibly' messages promote products, not public health |url=https://eucam.info/2014/09/07/drink-responsibly-messages-promote-products-not-public-health/ |work=EUCAM |date=8 September 2014)), press release:((cite news |title='Drink Responsibly' Messages in Alcohol Ads Promote Products, Not Public Health |publisher= Johns Hopkins University, Bloomberg School of Public Health |url=https://publichealth.jhu.edu/2014/drink-responsibly-messages-in-alcohol-ads-promote-products-not-public-health |work=publichealth.jhu.edu |date=3 September 2014 |language=en))</ref> In all media, "drink responsibly" ads do not define any level of drinking as "responsible", and there is rarely any reference to national reduced-risk drinking guidelines.<ref name=mean/> 

There have also been various campaigns to help prevent [[alcoholism]], under-age drinking and [[driving under the influence|drunk driving]]. These include [[designated driver]]s and [[proof of age]] cards. 

The industry-funded ''Drink Aware'' campaign<ref>((cite web|url=http://drinkaware.co.uk/|title=Home|access-date=25 May 2016))</ref>((Third-party inline|date=November 2022)) for example, tells people to avoid [[binge drinking]]. The web site address is displayed as part of all of the adverts for products made by members of the group.((cn|date=November 2022))

[[The Century Council]], financially supported by a group of alcoholic beverage distillers in the United States, says it promotes responsible decision-making regarding drinking or non-drinking and works to reduce all forms of irresponsible consumption. Since its founding in 1991, it has invested over 175 million dollars in its programs.((cn|date=November 2022))

A controversial anti-drunk-driving advertisement in South Africa has threatened the public with rape in prison. The campaign is still underway with no reported complaints to the advertising standards authorities.<ref>
((cite news
 |title=Drink-drive campaign gets ugly
 |url=http://www.iol.co.za/news/crime-courts/drink-drive-campaign-gets-ugly-1.950728
 |date=4 December 2010
 |newspaper=[[Independent Online (South Africa)|Independent Online]]
 |access-date=6 June 2013
))
</ref>

== Sponsorship in sport ==
[[File:Brad Keselowski, 2013 STP Gas Booster 500.jpg|thumb|right|The [[Miller Lite]] sponsored car of [[Brad Keselowski]] in the [[NASCAR]] [[Sprint Cup Series]]]]
The [[sponsor (commercial)|sponsor]]ship of sporting events and sportspeople by alcohol brands is banned in many countries. For example, the primary club competition in European [[rugby union]], the [[Heineken Cup|Heineken Champions Cup]], is called the ''H Cup'' in [[France]] because of that country's restrictions on alcohol advertising,<ref>((Cite web |date=2009-10-05 |title=Rugby's relationship with alcohol under the spotlight as Heineken Cup prepares to kick off |url=http://www.theguardian.com/sport/blog/2009/oct/05/rugby-union-alcohol-drugs-heineken-cup |access-date=2022-05-29 |website=the Guardian |language=en))</ref> while the [[Guinness]] [[Six Nations Championship]] is similarly branded as "Six Nations Greatness" (with "greatness" formatted in the same typeface and colour as the Guinness logo).<ref>((cite news |last1=Tézenas du Montcel |first1=Magali |date=5 February 2019 |title=L'exception française au cœur du 'Guinness/Greatness Six Nations' |language=fr |work=[[Les Échos (France)|Les Échos]] |url=https://www.lesechos.fr/idees-debats/cercle/cercle-192349-opinion-lexception-francaise-au-coeur-du-guinnessgreatness-six-nations-2242248.php |access-date=11 March 2019))</ref><ref>((Cite web |date=2019-02-14 |title=Guinness aims to become "world's number one rugby brand" with Six Nations title sponsorship |url=https://www.sportbusiness.com/2019/02/guinness-aims-to-become-worlds-number-one-rugby-brand-with-six-nations-title-sponsorship/ |access-date=2022-05-29 |website=SportBusiness |language=en-US))</ref> However, such sponsorship is still common in other areas, such as the [[United States]], although such sponsorship is controversial as minors are often a target audience for major professional sports leagues.<ref>((cite web | url=http://www.rand.org/pubs/research_briefs/RB9073/index1.html | title=Forging the Link Between Alcohol Advertising and Underage Drinking | publisher=Rand Corporation | date=2006 | access-date=14 November 2014| last1=Collins | first1=Rebecca L. | last2=Ellickson | first2=Phyllis L. | last3=McCaffrey | first3=Daniel F. | last4=Hambarsoomian | first4=Katrin ))</ref><ref>[http://www.media-awareness.ca/english/resources/educational/teaching_backgrounders/alcohol/alcohol_ads_and_sports.cfm "Alcohol ads and sports"]. Media-awareness.ca. ((webarchive |url=https://web.archive.org/web/20110806133216/http://www.media-awareness.ca/english/resources/educational/teaching_backgrounders/alcohol/alcohol_ads_and_sports.cfm |date=6 August 2011 ))</ref>

Alcohol advertising is common in [[motor racing]] competitions, and is particularly prominent in [[NASCAR]] and [[IndyCar]]. One major example of this was the [[Busch Series]], sponsored by a brand of [[beer]] sold by [[Anheuser-Busch]]. That sponsorship, which started in the series' conversion from a national Late Model Sportsman races around the country to the present touring format in 1982, ended after 2007, with [[Nationwide Insurance]], and later the [[cable television]] brand [[Xfinity]], holding the naming rights to the series.

[[Budweiser (Anheuser-Busch)|Budweiser]], the best-known Anheuser-Busch brand, has sponsored IndyCar drivers such as [[Mario Andretti]], [[Bobby Rahal]] and [[Paul Tracy]], as well as NASCAR Cup drivers such as [[Terry Labonte]], [[Neil Bonnett]], [[Darrell Waltrip]], [[Bill Elliott]], [[Dale Earnhardt Jr.]], [[Kasey Kahne]] and currently [[Kevin Harvick]]. Meanwhile, [[Miller Brewing Company|Miller]] has sponsored [[Al Unser]], [[Danny Sullivan]], Bobby Rahal, [[Rusty Wallace]], [[Kurt Busch]] and [[Brad Keselowski]].

Furthermore, NASCAR mandates drivers under 21 not be permitted to wear any alcohol-branded sticker on their cars. In cases with below drinking age drivers, a specialised "[[Pole position|Coors Pole Award - 21 Means 21]]" sticker is placed on such drivers' cars. One team, [[Petty Enterprises]], refuses to participate in alcohol advertising and forfeits all alcohol monies and bonuses.

For distilled spirits, teams must run a responsible drinking sticker clearly visible on the car. For [[Jack Daniel's]], the theme is "Pace Yourself, Drink Responsibly", and includes on NASCAR's Web site a waving yellow flag warning drinkers. For [[Crown Royal]], the television ads feature the car with the slogan "Be a champion, Drink Responsibly" and it acting as a pace car to drivers, warning them of responsibility. Jim Beam has radio ads and NASCAR mandated statements about alcohol control. None of the three, however, is a full-time sponsor, as they alternate sponsorship with other products unrelated to their firm on the car. (Jim Beam's parent, Fortune Brands, sometimes has its [[Moen Incorporated|Moen Faucet]]s replace Jim Beam on the car in selected races.)

Although [[tobacco]] companies have been the main source of financial backing in [[Formula One]], some alcohol brands have also been associated with the sport. For example, [[Martini & Rossi|Martini]] appears on the [[Williams F1]] car while [[Johnnie Walker]] has sponsored [[McLaren]] since 2006.

Anheuser-Busch, being a conglomerate with non-alcoholic properties, complies with the French alcohol advertising ban in Formula One by placing their Busch Entertainment theme park logos (mostly [[SeaWorld]]) where their Budweiser logo would appear on the [[Williams F1]] car at races where alcohol advertising is banned and in Middle Eastern countries, where alcohol advertising is discouraged. A few companies, however, have added responsible drinking campaigns with their sponsorship, notably the 1989–90 [[British Touring Car Championship|BTCC]] [[Ford Sierra|Ford Sierra RS500]] of [[Tim Harvey]] and [[Laurence Bristow]], which was sponsored by [[Labatt]]. Throughout the two seasons, the car bore a "Please Don't Drink and Drive" message.

Some stadiums, particularly in the U.S., have bared the names of breweries or beer brands via [[naming rights]] arrangements, such as [[Busch Stadium]], [[Coors Field]], and [[Miller Park (Milwaukee)|Miller Park]]; those three venues are all in or near the cities of their headquarters—St. Louis, Denver, and Milwaukee. The naming rights to Miller Park have since been bought by [[Madison, Wisconsin]]-based [[American Family Insurance]].

[[Diageo]] are a major sponsor of many sporting events through their various brands. For example, [[Johnnie Walker]] sponsor the [[Johnnie Walker Championship at Gleneagles|Championship at Gleneagles]] and [[Johnnie Walker Classic|Classic]] [[golf]] tournaments along with the Team [[McLaren]] Formula One car.

[[Cricket]] is a sport with a large amount of alcohol sponsorship. [[The 2005 Ashes]], for example, featured sponsorship hoardings by brands such as [[Red Stripe]], [[Thwaites Brewery|Thwaites Lancaster Bomber]] and [[Wolf Blass|Wolf Blass wines]]. In nations like India and Sri Lanka where alcoholic advertising is generally prohibited, those regulations are rounded with distillers offering clothing lines and sports equipment marked with one of their brands or separate [[soft drink]] or [[bottled water]] lines within tournaments such as the [[Indian Premier League]] and test matches, such as [[United Spirits Limited]]'s [[McDowell's No.1]] and [[Pernod Ricard]]'s [[Royal Stag]].

[[Rugby union]] also has a substantial amount of alcohol sponsorship. The [[All Blacks]] feature [[Steinlager]] sponsorship prominently. The [[Scotland national rugby union team|Scotland national team]] has a long-established relationship with [[The Famous Grouse]], a brand of [[Scotch whisky]]. [[Wales national rugby union team|Wales]] has a more recent relationship with the [[Brains Brewery|Brains]] brewery (But wear "Brawn" when playing in France), and the [[South Africa national rugby union team|Springboks]] of [[South Africa]] agreed for [[South African Breweries]] to put the Lion Lager, then, the [[SABMiller brands#Castle brewery|Castle Lager]] brand on their shirt until 2004. [[Magners]] was the title sponsor of the [[Pro14|Celtic League]], the top competition in [[Ireland]], [[Scotland]] and [[Wales]]. [[Guinness]] was the title sponsor of the [[Premiership Rugby|Premiership]], the top competition in [[England]], and 
now sponsor [[Six Nations Championship|The Six Nations Championship]] (the logo is replaced with "Six Nations, Greatness" in France.) Beer brand [[Tooheys New]] was the [[Australia]]n sponsor of the Southern Hemisphere [[Super Rugby|Super 14]] competition through the 2006 season. [[Bundaberg Rum]] is one of the sponsors of the [[Australia national rugby union team]].

[[Rugby league in Australia]] is sponsored by [[Victoria Bitter]] and [[Bundaberg Rum]].<ref>((cite web|url=http://www.theaustralian.news.com.au/story/0,20867,21475237-23289,00.html|title=Nocookies|work=The Australian|access-date=25 May 2016|archive-url=https://web.archive.org/web/20090205112939/http://www.theaustralian.news.com.au/story/0,20867,21475237-23289,00.html|archive-date=5 February 2009|url-status=dead))</ref>

== Campaigns ==
=== Guinness ===
((main|Guinness advertising))
<!-- Deleted image removed: [[File:Guinness Toucan-ad.jpg|thumb|One of the [[Guinness]] advertising posters from the Gilroy Era of the 40's]] -->
[[Guinness]]' iconic stature can be attributed in part to its advertising campaigns. One of the most notable and recognizable series of adverts was created by [[S.H. Benson]]'s advertising, primarily [[John Gilroy (artist)|John Gilroy]], in the 1930s and 1940s. Gilroy was responsible for creating posters which included such phrases such as "Guinness for Strength", "It's a Lovely Day for a Guinness", and most famously, "Guinness is Good For You". The posters featured Gilroy's distinctive artwork and more often than not featured animals such as a [[kangaroo]], [[ostrich]], [[Pinniped|seal]], [[lion]], and notably a [[toucan]], which has become as much a symbol of Guinness as the [[Trinity College Harp]].<ref>((Cite book|url=https://books.google.com/books?id=I8KVxbDmAfkC&q=gilroy+toucan+symbol|title=The Search for God and Guinness: A Biography of the Beer that Changed the World|last=Mansfield|first=Stephen|date=12 October 2009|publisher=Thomas Nelson|isbn=9781418580674|language=en))</ref> Guinness advertising paraphernalia attracts high prices on the collectible market.<ref>((Cite news|url=https://www.mirror.co.uk/money/goodness-guinness-memorabilias-worth-90000-8143706|title=How one man's passion for Guinness earned him £90,000|last=Read|first=Simon|date=9 June 2016|work=Daily Mirror|access-date=26 March 2018))</ref>

In a campaign reminiscent of [[viral marketing]] techniques, one advert quickly appeared as a [[screensaver]] distributed over the [[Internet]]. It was a simple concept, featuring [[Dublin]] actor Joe McKinney dancing around the drink while it was given time to settle.((Citation needed|date=February 2019)) The accompanying music ([[Mambo (music)|mambo]] tune ''Guaglione'' by [[Pérez Prado]]) was released as a single and reached number one on the Irish charts in September 1994 and number two on the [[1995 in British music|UK charts]] in May 1995 (see [[List of number-one singles of 1994 (Ireland)]] [[List of UK top 10 singles in 1995]]).

In Malaysia, Singapore, and Hong Kong, Guinness launched an $8 million advertising campaign using the fictional character of Adam King to promote the embodiment of Guinness as a man could be incredibly powerful. The advertising campaign was handled by advertising firm, [[Saatchi & Saatchi]].<ref>[http://www.josh.com.my/whoisadamking.com/ Who is Adam King?] ((webarchive|url=https://web.archive.org/web/20070809072150/http://www.josh.com.my/whoisadamking.com/ |date=9 August 2007 ))</ref>

In [[Africa]], the character of [[Michael Power (advertisement)|Michael Power]] has been used since 1999 to boost sales.

Today, Guinness' principal television campaign in North America consists of [[limited animation]] commercials featuring two eccentric scientists in 19th-century dress complimenting one another's ideas as "brilliant!"((Citation needed|date=February 2019))

=== Absolut ===
[[Absolut]] vodka is made in [[Sweden]] and was introduced to the United States in the year 1979. Its launch was a true challenge due to a variety of factors: Sweden was not perceived as a vodka-producing country, the bottle was very awkward for bartenders to use, and vodka was perceived as a cheap, tasteless drink. Absolut's advertising campaign by [[TBWA]] exploited the shape of the bottle to create clever advertisements that caused people to become involved in the advertising, and the brand took off.<ref>((Cite web|url=http://blog.uxeria.com/en/absolut-the-story-of-the-unusual-bottle/|title=Absolut - the story of the (un)usual bottle - Uxeria Blog|last=Markiewicz|first=Magdalena|website=blog.uxeria.com|date=28 April 2015|language=en-GB|access-date=27 March 2018|archive-date=24 December 2017|archive-url=https://web.archive.org/web/20171224150141/http://blog.uxeria.com/en/absolut-the-story-of-the-unusual-bottle/|url-status=dead))</ref> Before Absolut, there were very few distinctions in the vodka category. Today there are regular, premium, and superpremium vodkas each at different price points and qualities. Flavoured vodka varieties have become numerous and may be found commonly in stores in the U.S.A.<ref>((Cite web|url=https://www.thespiritsbusiness.com/2015/04/flavoured-vodka-not-dead-but-market-evolving/|title=Flavoured Vodka Market not Dead but Evolving|date=2015|website=The Spirits Business|access-date=26 March 2018))</ref>

===Alcohol sponsorship in sport===
Sport has been suggested to be one of the primary, if not the dominant, medium for the promotion of alcohol and drinking to the general population with the majority of advertising spend an advertising placement occurring in sport.<ref>[http://www.camy.org/bin/s/a/Alcohol_Advertising_on_Sports_Television.pdf "Alcohol Advertising on Sports Television 2001 to 2003"]. Center on Alcohol Marketing and Youth 2004. . ((webarchive |url=https://web.archive.org/web/20101011143559/http://www.camy.org/bin/s/a/Alcohol_Advertising_on_Sports_Television.pdf |date=11 October 2010 ))</ref> Work from New Zealand<ref>O'Brien K, and Kypri K. [[Alcohol industry]] [[Industry sponsorship|sponsorship]] of sport and hazardous drinking among New Zealand sportspeople. Addiction 2008; 103(12): 1961-6.</ref>
and Australia<ref>O'Brien K.S., Miller P.G., Kolt G.S., Martens M.P., Webber A. Alcohol industry and non-alcohol industry sponsorship of sportspeople and drinking. Alcohol and Alcoholism 2011; 46: 210-13.</ref> shows that sponsorship of sports participants or athletes is associated with more hazardous drinking, with calls from the UK, Australia, and New Zealand, for bans on alcohol industry sponsorship and advertising in sport.

==See also==
* [[Group Against Liquor Advertising]] (GALA) (in New Zealand)
* [[Cannabis advertising]]

== References ==
((Reflist|30em|refs=

<ref name="Davidson">((cite book |last1=Davidson |first1=D. Kirk |title=Selling Sin: The Marketing of Socially Unacceptable Products |date=2003 |publisher=Greenwood Publishing Group |isbn=9781567206456 |url=https://books.google.com/books?id=-qQhMYLT7tgC&pg=PA113 |language=en))</ref>

))

==Further reading==
* Two articles among many are Effects of Alcohol Advertising Exposure on Drinking Among Youth, Snyder et al., Arch Pediatr Adolesc Med/ Vol 160, Jan 2006 pg. 18-24 and Exposure to Television Ads and Subsequent Adolescent Alcohol Use, Stacy et al., American Journal of Health Behavior, Nov-Dec 2004, pg. 498–509. To view the literature go to pubmed.gov and search for alcohol advertising and adolescent behavior or some iteration of this. These articles and related studies are reviewed in J.P. Nelson, "What is Learned from Longitudinal Studies of Advertising and Youth Drinking and Smoking?" International Journal of Environmental Research and Public Health, 7(3), March 2010, pp.&nbsp;870–926. Open Access: [http://www.mdpi.com/1660-4601/7/3/870 What is Learned from Longitudinal Studies of Advertising and Youth Drinking and Smoking? A Critical Assessment]; and J.P. Nelson, "Alcohol Marketing, Adolescent Drinking, and Publication Bias in Longitudinal Studies: A Critical Survey using Meta-Analysis," Journal of Economic Surveys, 25(2), April 2011, pp.&nbsp;191–232.
*27 July 2005. "[http://news.bbc.co.uk/1/hi/england/merseyside/4722147.stm Drinks adverts told 'no sexy men']" at [[BBC News]]. Accessed 27 July 2005.
*Federal Trade Commission. ''Alcohol Marketing and Advertising: A Report to Congress''. Washington, DC: Federal Trade Commission, 2003.
*Fisher, Joseph C. ''Advertising, Alcohol Consumption, and Abuse: A Worldwide Survey''. Westport, CT: Greenwood Press, 1993, p.&nbsp;150.
*Frankena, M., Cohen, M., Daniel, T., Ehrlich, L., Greenspun, N., and Kelman, D. Alcohol Advertising, Consumption and Abuse. In: Federal Trade Commission. ''Recommendations of the Staff of the Federal Trade Commission: Omnibus Petition for Regulation of Unfair and Deceptive Alcoholic Beverage Marketing Practices'', Docket No. 209-46. Washington, DC: Federal Trade Commission, 1985.
*Sanders, James. Alcohol Advertisements Do Not Encourage Alcohol Abuse Among Teens. In: Wekesser, Carol (ed.) ''Alcoholism''. San Diego, CA: Greenhaven Press, 1994. Pp.&nbsp;132–135, p.&nbsp;133.

== External links ==
* "[https://web.archive.org/web/20050615182026/http://www.dsica.com.au/sections/issues/index.html Issues]" at the Distilled Spirits Industry Council of Australia Inc. site
* "[https://web.archive.org/web/20050405235706/http://www.discus.org/industry/code/code.htm Code Of Responsible Practices for Beverage Alcohol Advertising and Marketing]" at the Distilled Spirits Council of the United States site
* [http://www.vintageadbrowser.com/alcohol-ads A collection of alcohol advertisements from 1840 - 2000] ((Webarchive|url=https://web.archive.org/web/20220619081320/http://www.vintageadbrowser.com/alcohol-ads |date=19 June 2022 ))
* [https://web.archive.org/web/20050902205707/http://www.asa.co.nz/liquor_advertising_review/ABAC.htm The Alcohol Beverages Advertising Code (ABAC)] at ASA.co.nz
* [https://web.archive.org/web/20060821223404/http://www.media-awareness.ca/english/resources/codes_guidelines/marketing_advertising/code_advert_ov.cfm Canadian Advertising Codes and Guidelines &ndash; Overview] at the Media Awareness Network
* "[https://web.archive.org/web/20050317115546/http://www.alcoholconcern.org.uk/servlets/doc/772 Advertising Alcohol]" at [[Alcohol Concern]]
* "[http://www.ftc.gov/speeches/starek/aba97web.htm Advertising Alcohol and the First Amendment]" at the Federal Trade Commission site
* [https://web.archive.org/web/20050725080109/http://camy.org/factsheets/index.php?FactsheetID=1 The Center on Alcohol Marketing and Youth]
* "[http://www.marininstitute.org Alcohol Advertising]"
* [http://graphic-design.tjs-labs.com/gallery-view?keyword=ALCOHOL&span=50 Gallery of American print alcohol advertising] ((Webarchive|url=https://web.archive.org/web/20220123015529/http://graphic-design.tjs-labs.com/gallery-view?keyword=ALCOHOL&span=50 |date=23 January 2022 ))
* "[https://web.archive.org/web/20070925094020/http://www.sponsorship.org/freePapers/alcoSpons06.pdf ''White Paper: alcohol sponsorship'']", European Sponsorship Association

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