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Home > An alcohol ad every 35 seconds. A snapshot of how the alcohol industry is using a global pandemic as a marketing opportunity.

Foundation for Alcohol Research & Education, Cancer Council WA. (2020) An alcohol ad every 35 seconds. A snapshot of how the alcohol industry is using a global pandemic as a marketing opportunity. ACT, Australia: FARE. 12 p.

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Key points
• In one hour on a Friday night, 107 sponsored alcohol advertisements were displayed on a personal Facebook and Instagram account. This equates to approximately one alcohol advertisement every 35 seconds.
• Six marketing message categories were identified: get easy access to alcohol without leaving your home (58%), save money (55%), buy more (35%), drink alcohol during the COVID-19 pandemic (24%), use alcohol to cope, ‘survive’, or feel better (16%), and choose ‘healthier’ alcohol products (14%).
• Nearly three-quarters of advertisements (71%) explicitly or implicitly referenced the COVID-19 pandemic.
• Two-thirds (66%) of the alcohol advertisements had a ‘Shop now’ or ‘Get offer’ button linking directly to their online store.
• The marketing messages being used to promote alcohol during COVID-19 are particularly concerning as they promote known risk factors for harmful drinking, including buying more, drinking to cope, drinking daily and drinking at home or alone in the home.


Item Type
Evidence resource
Drug Type
Alcohol
Intervention Type
AOD disorder, AOD prevention, AOD disorder harm reduction
Date
May 2020
Pages
12 p.
Publisher
FARE
Corporate Creators
Foundation for Alcohol Research & Education, Cancer Council WA
Place of Publication
ACT, Australia
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