Skip to main content

Research Repository

Advanced Search

A rapid literature review of the effect of alcohol marketing on people with, or at increased risk of, an alcohol problem.

Murray, Rachael L; Leonardi-Bee, Jo; Barker, Alexander; Brown, Olivia; Langley, Tessa

Authors

JO LEONARDI-BEE jo.leonardi-bee@nottingham.ac.uk
Professor of Evidence Synthesis

Alexander Barker



Abstract

To explore the effect or potential effect of alcohol marketing in people with an alcohol use disorder, in recovery from an alcohol use disorder, and hazardous and harmful drinkers. Relevant literature was identified by searching Medline (OVID), EMBASE (OVID), and PsycINFO (OVID) and relevant websites. Both quantitative and qualitative studies were eligible for inclusion. A narrative approach was used to synthesize the findings. The review included 10 studies. Two quantitative and three qualitative studies focused on participants recovering from an alcohol use disorder and five quantitative studies on those with hazardous or harmful consumption levels of alcohol. The effect of alcohol advertising on alcohol use was only assessed in one study, a small experimental study of young adult heavy drinkers, which found no significant association. Studies looking at other outcomes found that people with or at risk of alcohol problems were likely to notice alcohol advertisements and find them appealing, and that advertisements may have an effect on positive alcohol-related emotions and cognitions. Among people in recovery from an alcohol use disorder, findings suggested that there could be an effect on craving, and that alcohol marketing may be perceived to trigger a desire to drink. Alcohol marketing is likely to have an effect on alcohol consumption in people with, or at increased risk of, an alcohol problem. Studies have also found that alcohol marketing is perceived to act as a trigger by people in recovery from alcohol problems. A rapid review explored the effect of alcohol marketing in people with an alcohol use disorder, in recovery from an alcohol use disorder, and hazardous and harmful drinkers. The findings of the 10 included studies suggest that an effect of alcohol marketing in these populations is likely. [Abstract copyright: © The Author(s) 2024. Medical Council on Alcohol and Oxford University Press. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com.]

Citation

Murray, R. L., Leonardi-Bee, J., Barker, A., Brown, O., & Langley, T. (2024). A rapid literature review of the effect of alcohol marketing on people with, or at increased risk of, an alcohol problem. Alcohol and Alcoholism, 59(4), Article agae045. https://doi.org/10.1093/alcalc/agae045

Journal Article Type Article
Acceptance Date Jun 19, 2024
Online Publication Date Jul 7, 2024
Publication Date 2024-07
Deposit Date Sep 6, 2024
Publicly Available Date Jul 8, 2025
Journal Alcohol and Alcoholism
Print ISSN 0735-0414
Electronic ISSN 1464-3502
Publisher Oxford University Press
Peer Reviewed Peer Reviewed
Volume 59
Issue 4
Article Number agae045
DOI https://doi.org/10.1093/alcalc/agae045
Keywords alcohol use disorder, Marketing - methods, Alcohol Drinking - psychology, alcohol marketing, advertising, rapid review, Advertising, Humans, Alcoholic Beverages, Alcoholism - psychology
Public URL https://nottingham-repository.worktribe.com/output/37591980
Publisher URL https://academic.oup.com/alcalc/article-abstract/59/4/agae045/7708792?redirectedFrom=fulltext