Assignment on Business Research Alcohol Marketing

Running head: BUSINESS RESEARCH
BUSINESS RESEARCH
Student’s Name
University Name
Author note

1
BUSINESS RESEARCH
Introduction
Alcohol marketing is considered to be a global phenomenon which increasing number of
companies investing huge amounts on alcohol marketing. In today’s business scenario, alcohol
marketing, sponsorship and promotion has become widespread especially in UK, USA and
Australia (Alhabash et al. 2015). Exposure of alcohol marketing is directly influenced with
increased alcohol consumption especially among the youth generation. Marketing alcoholic
beverages increases the changes of earlier initiation of alcohol (Friberg & Sanctuary, 2018).
Further, the marketers need to focus on various laws and regulations concerning advertising and
marketing of alcoholic beverages. The research paper analyzes and discussion various literature
and studies to determine the ways in which alcohol marketing affects the alcohol consumption
among the youth generation.
Research questions
 Does Alcohol Marketing (through any media) affect the youth alcohol consumption?
 What are the current marketing regulations in UK? USA and Australia?
 What is the relationship between alcohol advertising and alcohol consumption among the
youth generation?
Literature review
Alcohol marketing is evolving at a constant rate. According to Critchlow et al., (2016).
the alcohol companies are implementing various marketing channels and media to remote and
advertise their alcohol brand including youth oriented television channels, radios, movies and
other TV shows. However, as per Ross et al., (2015), the marketing has taken a shift towards
digital platforms and social media platforms. It has been identified by Jernigan et al., (2017), that

2
BUSINESS RESEARCH
the efforts in the laws and regulations are incompetent and backgrounds as compared to the fast
rate of industry innovations. According to Stautz et al., (2016), alcohol is considered to be a
psychoactive substance with is associated with various negative consequences to the well being
and health of the consumers. The advertising and marketing of alcoholic beverages also affects
the behavior of the drinkers in the market. It is believed by Jones et al., (2016), that alcohol
consumption is highly increasing among the youth generation especially in developed countries
like UK, USA, and Australia. This has negative health consequences among the youth and
others.
Current marketing regulations
As mentioned by Ozkaya et al., (2015), In Australia, the government has a quasi
regulatory framework in order to protect the people and the youth generation from harmful
effects of alcohol marketing. There are certain schemes such as Alcohol beverages Advertising
(and Packaging) Code Scheme (ABAC), which functions and monitors the complaints regarding
advertising and marketing of Alcoholic beverages (Ozkaya et al., 2015). There are other schemes
and codes which contain certain restrictions including Australian Asocial of National Advertisers
(AANA) Code of Ethics; the Australian Subscription Television and Radio Association
(ASTRA) Code of Practice; Commercial Television Industry Code of Practice (CTICP) among
others. The Australian National Preventive Health Agency (ANPHA) reviews ad monitors the
marketing and promotional activities of the people focusing on the exposure of the marketing on
people (Dunlop, Freeman & Jones, 2016). the regulations and laws of the government have
limited scope, considering the new media marketing. The government has been incompetent to
penalize the advertisers upon the breaches of the regulations. In USA, there is a new agency
regulating the marketing of Alcohol and Tobacco laws, the Alcohol and Tobacco Tax and Trade