A rapid literature review of the effect of alcohol marketing on people with, or at increased risk of, an alcohol problem

Aims

To explore the effect or potential effect of alcohol marketing in people with an alcohol use disorder, in recovery from an alcohol use disorder (AUD), and hazardous and harmful drinkers.

Methods

Relevant literature was identified by searching Medline(OVID), EMBASE(OVID) and PsychINFO(OVID) and relevant websites. Both quantitative and qualitative studies were eligible for inclusion. A narrative approach was used to synthesise the findings.

Results

The review included 10 studies. Two quantitative and three qualitative studies focused on participants recovering from an AUD and five quantitative studies on those with hazardous or harmful consumption levels of alcohol.

The effect of alcohol advertising on alcohol use was only assessed in one study, a small experimental study of young adult heavy drinkers, which found no significant association. Studies looking at other outcomes found people with or at risk of alcohol problems were likely to notice alcohol advertisements and find them appealing, and that advertisements may have an effect on positive alcohol-related emotions and cognitions. Among people in recovery from an AUD, findings suggested that there could be an effect on craving, and that alcohol marketing may be perceived to trigger a desire to drink.

Conclusions

Alcohol marketing is likely to have an effect on alcohol consumption in people with, or at increased risk of, an alcohol problem. Studies have also found that alcohol marketing is perceived to act as a trigger by people in recovery from alcohol problems.