Alcoholism and Alcohol Advertising: Is There A Connection?

Did you know that alcohol advertising during televised sporting events occur at a rate of two ads per minute? Billions of dollars, in the U.S. are dumped each year into alcohol ads, much like in the U.K. where £800 million is spent on them as opposed to the mere £200 million spent on traditional ads.

Alcohol advertising makes the viewer see drinking as a fun activity that leads them to meeting the right people, being successful and of course, winning the game. Unfortunately, these ads do not mention that their product is also linked to drunk-driving accidents, crime, domestic abuse and the health complications that are associated with alcoholism.

The More You See…The More You Drink

According to the National Institute on Drug Abuse, more than 50 percent of the population in the U.S. consumes alcohol and some individuals more than others. Sadly, only about five percent of persons with alcohol abuse and addiction will get the detox and rehab help that they need.

In a research project conducted by the University of Connecticut, individuals between the ages of 15 and 26 were interviewed over a period of 12 years in four different groups regarding their alcohol consumption. The results indicated that individuals who saw alcohol advertising drank three percent more alcohol per commercial viewed each month with as much as a 50 drink per month increase per person. The researchers noted that in market areas where the advertisement investment was not as much, the consumption was lower, below one percent.

Lucrative Marketing Campaigns

In the U.S., more than $1 billion is spent on alcohol ads each year and the return is more than $65 billion in profit. More money is spent on alcohol advertising than is spent on the federal budget for alcohol research. A travesty by many professionals’ standards.

In Their Defense

In their defense, the advertising industry argues that marketing tactics are not designed to make people drink more, but to encourage people who already drink to switch brands. They are emphatic in their argument against banning alcohol marketing from television and print, stating that it will not have an impact on alcoholism because it is a disease.

Still others believe that drinking is a learned behavior and that it is a choice that the individual makes to consume alcohol. Alcohol advertising may encourage more consumption, but it is up to the individual to actually drink.

In an effort to appear that it cares about the health of its consumers, over the past few years, alcohol marketing developed several campaigns that promoted self-control in consumption with the campaigns “Know when to say when”, “the Buddy System” and “Think when you drink” each promoting moderation.

Still, the use of race car drivers, athletes, singers, musicians, actors and actresses in alcohol advertising promote the idea that if you drink this you will be like that. The reality of course is that if you drink this every day, in frequent and increased amounts, you will be an alcoholic.