WHO calls for greater regulation of cross-border alcohol marketing

Alcohol is increasingly being marketed across borders, with young people and heavy drinkers particularly targeted, the World Health Organization (WHO) said in a new report on Tuesday that calls for more effective regulation.  

The study outlines how the digital revolution in marketing and promotion is being used to advertise alcohol across national borders, and in many cases regardless of social, economic, or cultural environments. 

Drinking alcohol is causally linked to an array of health problems, WHO said, ranging from alcohol dependence and other mental and behavioural disorders, to major noncommunicable diseases such as liver cirrhosis, some cancers and cardiovascular diseases, as well as injuries and deaths resulting from violence and road traffic accidents. 

Worldwide, some three million people die each year as a result of the harmful use of alcohol – one every 10 seconds – representing around five per cent of all deaths. 

Young people account for a disproportionate number of these alcohol-related deaths, with 13.5 per cent of all deaths among people aged 20-39 being alcohol-related. 

“Alcohol robs young people, their families and societies of their lives and potential,” said Tedros Adhanom Ghebreyesus, the WHO Director-General.  

“Yet despite the clear risks to health, controls on the marketing of alcohol are much weaker than for other psychoactive products. Better, well enforced and more consistent regulation of alcohol marketing would both save and improve young lives across the world.” 

The report highlights how recent changes in alcohol marketing have created new opportunities to reach audiences. 

The collection and analysis of data on users’ habits and preferences by global internet providers has allowed alcohol marketers to target messages to specific groups across national borders. 

The study found targeted advertising on social media is especially effective, and further bolstered by influencers and through sharing posts. 

One data source quoted in the report calculated that over 70 per cent of media spending of leading alcohol marketers based in the United States in 2019 was through promotions, product placement and online advertisements in social media. 

“The rising importance of digital media means that alcohol marketing has become increasingly cross-border,” said Dag Rekve of the Alcohol, Drugs and Addictive Behaviours Unit at WHO.  

“This makes it more difficult for countries that are regulating alcohol marketing to effectively control it in their jurisdictions. More collaboration between countries in this area is needed.”