Normative value of ‘best buys’ and the case of bans on alcohol marketing

In the case of evaluation of bans on alcohol marketing, a simplistic approach assessing short-term effects on total population consumption and relying largely on partial restrictions has provided misleading conclusions. According to the WHO,2 the ‘best buys’ reflect evidence of cost-effectiveness an...

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Bibliographic Details
Published in:BMJ global health 2024-08, Vol.9 (8), p.e015708
Main Authors: Casswell, Sally, Babor, Thomas F, Carah, Nicholas, Jernigan, David H, Petticrew, Mark
Format: Article
Language:English
Subjects:
Advertising
Alcohol
Alcohol Drinking - legislation & jurisprudence
Alcohol Drinking - prevention & control
Alcoholic Beverages - economics
Alcohols
Bans
Commentary
Digital marketing
Global Health
Health policy
Humans
Industrialized nations
Marketing - legislation & jurisprudence
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Summary:In the case of evaluation of bans on alcohol marketing, a simplistic approach assessing short-term effects on total population consumption and relying largely on partial restrictions has provided misleading conclusions. According to the WHO,2 the ‘best buys’ reflect evidence of cost-effectiveness and relative ease of implementation. Varied functions and effects of alcohol marketing Marketing performs important roles for commercial interests, and these vary across different contexts, including the stages of market development. [...]a range of factors can inform the evaluation of the value of a policy intervention. Indirect estimates of likely effects of marketing bans In the absence of evaluations of comprehensive bans on alcohol marketing, a recent review of alcohol policy drew on evidence of the causal impacts of alcohol marketing to conclude that complete bans are a necessary aspect of a policy to reduce alcohol harm, citing bans as ‘best practice’.7 The reviewed studies included evidence of neurobiological impacts, as well as impacts related to exposure as measured with experimental, cross-sectional and longitudinal designs.7 Advertising theory emphasises that the cumulative effect of repeated exposure, coupled with other socio-psychological factors, contributes to increased alcohol consumption among vulnerable populations such as already heavy drinkers (p. 56).17 This may reflect the characteristics of the audience and also disproportionate exposure.
ISSN:2059-7908
2059-7908
DOI:10.1136/bmjgh-2024-015708