The European Alcohol and Health Forum requested scientific advice from the Science Group on the impact of marketing communication on the volume and patterns of consumption of alcoholic beverages, especially by young people.
The opinion of the Science Group noted that marketing communications are just one aspect of determinants of alcohol consumption and alcohol-related harm, and that it can be difficult to isolate the impact of one aspect from another.
The opinion also noted that a total marketing strategy includes not only marketing communication and promotional activities, but also product development, pricing, physical availability, and market segmentation and
targeting, factors not considered in the available published studies.
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