Regulate Alcohol Marketing, Advertising and Sponsorship – Says WHO

In its new publication released on Tuesday, World Health Organisation decries the use of ‘sophisticated online marketing techniques for alcohol marketing and called for regulation.

The new way of marketing alcohol is today being done “across national borders – often by digital means. And in many cases regardless of the social, economic or cultural environment in receiving countries.”

Worldwide, 3 million people die each year as a result of harmful use of alcohol – one every 10 seconds – representing about 5 percent of all deaths.

A disproportionate number of these alcohol-related deaths occur among younger people, with 13.5 percent of all deaths among those who are 20–39 years of age being alcohol-related.

Director-General, WHO, Dr. Tedros Adhanom Ghebreyesus, said  “Alcohol robs young people, their families and societies of their lives and potential. Yet despite the clear health risks, 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,” he asserted.

A digital revolution in marketing and promotion

In the report: One of the biggest changes in recent years to alcohol marketing is the use of sophisticated online marketing.

“Specific social media adverts are especially effective at using such data, with their impact strengthened by social influencers and sharing of posts between social media users,” the report read.

“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 the World Health Organization.

Sponsorship of sporting events

According to the report, “sponsorship of major sporting events at global, regional and national levels is another key strategy used by transnational alcohol companies (which are gaining increasing dominance in the production and branding of alcohol beverages).

“Such sponsorship can significantly increase awareness of their brands to new audiences. In addition, alcohol producers engage in partnership with sports leagues and clubs to reach viewers and potential consumers in different parts of the world,” it concluded.

The high rate of the e-sports market has become another opportunity for companies to sponsor events and in turn, increase international sales.

According to an analysis of the 100 highest-grossing box office, U.S. branded alcohol was shown in almost half of the movies shown between 1996 and 2015,

Highlights of the report:

• The lack of regulation to address cross-border marketing of alcohol is of concern for children and adolescents, women, and heavy drinkers.
• A focus on marketing to specific audiences – Heavy and dependent drinkers are another target for marketing efforts since in many countries just 20 per cent of current drinkers drink well over half of all alcohol consumed. Alcohol-dependent people frequently report a stronger urge to drink alcohol when confronted with alcohol-related cues, yet they rarely have an effective way to avoid exposure to the content of the advertising or promotion.
• Call for Partnership
• Dag Rekve called for a partnership to make it easy for countries to be able to regulate alcohol marketing and control their jurisdiction.
• The WHO report concludes that national governments need to integrate comprehensive restrictions or bans on alcohol marketing, including its cross-border aspects, into public health strategies.

Data by Statista shows that in Nigeria:

• Revenue in the Alcoholic Drinks market amounts to US$31.76bn in 2022 and is expected to grow annually by 11.95 per cent.
• Per person revenue of US$146.50 is generated in 2022.
• By 2025, 1 per cent of spending and 1 per cent of volume consumption in the Alcoholic Drinks market will be attributable to out-of-home consumption, for instance, in bars and restaurants).
• In the Alcoholic Drinks market, volume is expected to amount to 19,537.6mltr by 2025. The market for Alcoholic Drinks market is expected to show a volume growth of 1.0% in 2023.
• The average volume per person in the Alcoholic Drinks market is expected to amount to 88.09ltr in 2022.