You're here: Home / Alcohol knowledge centre / Marketing


Alcohol marketing includes advertising in traditional media outlets such as print, television and radio, promotional activities in online and social media, and sponsorship of sporting and music events.

Alcohol marketing utilises the “four Ps”: product; price; place and promotion. Tactics under each of these “four Ps” have been found to increase consumption.

The alcohol and advertising industries argue that as alcohol is a legal product it should be legally possible for it to be advertised, while many argue that as well as promoting brands, advertising is also concerned with recruiting new drinkers and increasing sales among existing, and especially heavy consumers. Many see parallels between alcohol advertising and promotion and that of tobacco in the past.

Research shows that exposure of children and young people to alcohol marketing leads them to drink at an earlier age and to drink more than they otherwise would.

There are gendered aspects to alcohol marketing in the ways women are both represented in alcohol marketing and targeted by marketers. However the effects of this on drinking and on gender equity are not well-studied.

Marketers invest heavily in sponsorship of sporting events, which is associated with increased consumption among young people and sportspeople.

The current regulatory system and codes of conduct have been criticised for failing to protect children from exposure to alcohol marketing. Limitations of self-regulation and restrictions on digital marketing have also been identified. Many health groups including the World Health Organisation have called for alcohol advertising bans and/or greater restrictions to be introduced, such as those that are in place in France under the 'Loi Evin'.

You can click on each image below to read each infographic, or the download button to have them all in a PDF (updated November 2019):



Selected related resources

The Institute of Alcohol Studies

Alcohol and marketing

Published 2019