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'Drink responsibly' messages in alcohol ads promote products, not public health
Date:9/3/2014

s in alcohol advertising, and while the alcohol industry's voluntary codes for marketing and promotion emphasize responsibility, they provide no definition for "responsible drinking."

"The contradiction between appearing to promote responsible drinking and the actual use of 'drink responsibly' messages to reinforce product promotion suggests that these messages can be deceptive and misleading," said David Jernigan, PhD, director of the Center on Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Public Health.

A better option for promoting responsible drinking in advertising would be to replace or supplement unregulated messages with prominently placed, tested warning messages that directly address behaviors presented in the ad and that do not reinforce marketing messages, Smith says.

"We know from experience with tobacco that warning messages on product containers and in advertising can affect consumption of potentially dangerous products," she says. "We should apply that knowledge to alcohol ads and provide real warnings about the negative effects of excessive alcohol use."


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Contact: Andrea Maruniak
amaruniak@jhu.edu
410-502-3373
Johns Hopkins University Bloomberg School of Public Health
Source:Eurekalert

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