Many governments have pursued drink driving campaigns.

The NASCAR Busch Series is sponsored by brewing company Anheuser-Busch

One of the Guinness advertising posters from the Gilroy Era of the 40's

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Advertising Brands

Alcohol advertising is the promotion of alcoholic beverages by alcohol producers through a variety of media. Along with tobacco advertising, it is one of the most highly-regulated forms of marketing. more...

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Although alcohol intake is influenced by various factors including cultural norms, multiple studies have shown a relationship between exposure to advertising and increased drinking among adolescents (see reference 1). It has also been demonstrated that effective alcohol campaigns can increase both a producer's market share and also brand loyalty (Federal Trade Commission; Fisher; Frankena et al.; Sanders)

Campaign intentions

Many advertising campaigns have attempted to increase consumption, brand and customer loyalty.

Target markets

The intended audience of the alcohol advertising campaigns have changed throughout the years, with some brands being specifically targeted towards a particular demographic. Some drinks are traditionally seen as a male drink, particularly beers and lagers, while others are predominantly drunk by females. Some brands have allegedly been specifically developed to appeal to people that would not normally drink that kind of beverage.

One area in which the alcohol industry have faced intense criticism and tightened legislation is in their alleged targeting of young people. Central to this is the development of alcopops â€“ sweet-tasting, brightly coloured drinks with names that may appeal to a younger audience. However, numerous government and other reports have failed to support that allegation.

The market also targets younger children according to Jean Kilbourne, by displaying animal or toy like figures. For example: The Budweiser Frog. It isn't that advertisers are trying to persuade the younger audience to drink; rather they are trying to promote a positive effect on alcohol. Young children absorb a lot of what the media says because they are very indecisive at a young age. They do not have set brands or set idea about what they like. The earlier advertisers get into their consumer minds the better chance they have at effecting them. In the future this young audience will have the choice whether to drink and if they start out with a negative idea of alcohol they are less likely to drink it/buy it. Therefore the alcohol industries are less likely to earn money through consumers with their products. A negative effect is never a good one with any type of advertisers. The only way you can sell the product is if you make it look desirable.

Advertising around the world

The European Union and World Health Organization (WHO) have both 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" . Cross-border television advertising within the EU is regulated by the 1989 Television without Frontiers Directive. Article 15 of this Directive sets out the restrictions on alcohol advertising: