News and Press

Call for ban on alcohol promotion in social networking sites

9 Mar 2010

Doctors are calling for the four Governments of the UK to support a ban on the promotion of alcohol in social networking sites after research published today shows that producers of leading UK alcohol brands are using new media channels in a way which contravenes the spirit of the advertising codes which maintain standards in alcohol advertising.

The study was undertaken by Dr Oona Brooks, from the Institute of Social Marketing at Stirling University on behalf of Scottish Health Action on Alcohol Problems (SHAAP).

Dr Bruce Ritson, chair of SHAAP said:

“The extent to which alcohol producers are now using digital media to promote alcohol is a matter of serious concern due to the youth appeal of these sites, the difficulties associated with enforcing age restrictions, the relative lack of regulation and the sheer volume of promotional messages. We know from the evidence that alcohol advertising influences behaviour by encouraging young people to drink alcohol sooner and in greater quantities and we also know that increased consumption in the UK is linked to the escalating levels of alcohol harm that we have seen in recent years. We would urge all four governments of the UK to support a ban on alcohol promotion on social networking sites and put an end to self-regulation. We cannot have the alcohol and advertising industries regulating themselves and greater regulation coupled with action on price and availability offers our best hope of reducing alcohol harm.”

Read 7-page summary of research findings.

Read full findings: "Routes to Magic": The alcoholic beverage industry's use of new media in alcohol marketing