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Alcohol Advertising

What does the evidence show?


This week, the IEA published ‘Alcohol Advertising: What does the evidence show?’, authored by Head of Lifestyle Economics Christopher Snowdon. It finds that there is a lack of empirical evidence that banning advertising reduces consumption:

  • The Scottish government has consulted on severely limiting alcohol advertising but recently announced it would go “back to the drawing board” on the proposal.

  • The economics literature shows that advertising can increase the sale of individual brands but, in mature markets, does not increase aggregate sales of the product type being advertised.

  • In 2014, a Cochrane Review – widely considered the ‘gold standard’ of evidence in health policy – found that “There is currently a lack of robust evidence for or against recommending the implementation of alcohol advertising restrictions.”

  • For example, three Canadian studies, based on advertising restrictions in British Columbia, Manitoba, and Saskatchewan, found no effect on consumption. A 2010 cross-sectional study from 17 OECD countries between 1975 and 2000 similarly found “advertising bans do not reduce alcohol demand”.

  • Econometric studies examining the relationship between expenditure on alcohol advertising and per capita alcohol sales using objectively measured variables have consistently found no association.

  • A few randomised controlled trials have examined whether exposure to alcohol advertising acts as a cue to drink alcohol in the short term. They have produced mixed and contradictory results.

  • Studies favourable to restrictions have tended to ignore confounding factors or been replete with biases – like cultural differences, measurement problems, and selection and recall bias. For example, studies that show heavier drinkers report viewing more alcohol advertising are likely examples of ‘reverse causation’.


Following the publication of the report, the Scottish government signalled that the advertising ban would not be going ahead. A Scottish Government spokesperson said:


“As the First Minister has said, he wholeheartedly supports the aims of the recent consultation on alcohol advertising – particularly to reduce the harm caused by alcohol to young people – but is keen to take a fresh look at the issue, balancing that aim with careful consideration of the impact restrictions may have on business.”

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