Alcohol Ads: What You Don't See

Alcohol is heavily marketed in the United States, with alcohol companies spending at least $4 billion annually on marketing and promotion. Alcohol advertising often depicts themes like having fun, beautiful settings, and playing sports to promote a positive image of alcohol consumption. However, one scenario that is notably absent from alcohol advertisements is underage drinking. This omission is intentional, as advertisers want to avoid promoting illegal and socially unacceptable behavior. Instead, they focus on adults enjoying alcohol in positive and appealing ways, steering clear of any negative implications or illegal activities associated with their products. While self-regulatory measures are in place within the alcohol industry to discourage targeting minors in advertising, the impact of alcohol advertising on youth alcohol consumption remains a concern, with research indicating that it can encourage earlier and heavier consumption among young people.

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Underage drinking

Alcohol advertising has been shown to have a significant influence on underage drinking. Studies have found that exposure to alcohol advertising and positive responses to these advertisements are linked to an increase in alcohol consumption among adolescents. Young people who like alcohol ads are more likely to identify with the characters in the ads and imagine themselves in the scene, making them more susceptible to trying alcohol. This is concerning given the harmful effects of alcohol on developing brains, including cognitive and learning problems, and the high number of alcohol-related deaths and injuries among those under 21.

Alcohol companies have been accused of targeting young people through their advertising, using tropes related to sexism and racism, and associating their products with sports and social media trends. The normalisation of seeing alcohol in these contexts can lead to the perception that drinking is "cool" and necessary to fit in with peers.

To address this issue, prevention advocates have pushed for restrictions on alcohol advertising near areas frequented by youth, such as schools, athletic facilities, and colleges. They have also advocated for zoning rules that limit the density and type of alcohol advertisements displayed. Additionally, colleges and universities can play a role in preventing underage drinking by enforcing rules and providing education about the dangers of alcohol use.

While alcohol companies have vowed to self-regulate and keep their advertisements away from children, there is criticism that they are not doing enough to prevent the consequences of alcohol consumption among minors. This is further complicated by the challenge of regulating advertising and marketing in countries with strong free speech protections.

Overall, the link between alcohol advertising and underage drinking is well-established, and addressing this issue requires a combination of policy changes, community advocacy, and education to create a cultural shift in how alcohol is perceived and consumed.

Negative health effects

Alcohol advertisements often showcase people having fun, socialising, and enjoying themselves. However, these advertisements rarely portray the negative health effects of alcohol consumption, which can be detrimental and should not be overlooked.

Firstly, alcohol consumption is linked to an increased risk of various cancers. Research suggests that alcohol drinking can cause several types of cancer, including head and neck cancers, oral cavity, pharynx, and larynx cancers. Even low levels of alcohol consumption can increase the risk of these cancers, and the risk increases with the amount of alcohol consumed over time.

Secondly, alcohol misuse can lead to nerve damage, causing peripheral neuropathy, which results in numbness in the arms and legs and painful burning in the feet. Alcohol-related nerve damage can also cause heart arrhythmias, postural hypotension, digestive issues such as diarrhoea, and erectile dysfunction.

Thirdly, heavy alcohol use can disrupt the endocrine system, which regulates hormones that maintain the body's stability and health. This disruption can contribute to thyroid diseases, abnormal cholesterol levels, reproductive dysfunction, and stress intolerance.

Additionally, alcohol consumption can negatively impact mental health, leading to issues such as depression, anxiety, learning and memory problems, and even dementia. It can also cause social problems, including relationship and family issues, work-related difficulties, financial problems, and unemployment.

Furthermore, alcohol interferes with the brain's communication pathways, affecting mood, behaviour, clear thinking, and coordination. It can also increase the risk of stroke and weaken the immune system, making individuals more susceptible to illnesses.

While alcohol advertisements may portray a glamorous image of drinking, it is crucial to recognise and address the negative health consequences that come with alcohol consumption.

Sexual objectification

Alcohol advertisements have long been criticized for their sexual objectification of women, perpetuating gender stereotypes and promoting gender inequity. This is a prevalent issue in the Philippines, where alcohol brands use sexualized images of women to target male consumers.

Research has shown that alcohol advertisements in the Philippines frequently depict women as sex objects and victims, with a focus on their bodies and body parts rather than their faces. This is concerning as it contributes to the dehumanization of women and reinforces patriarchal social power. The use of bold colors and skin exposure further emphasizes the sexual objectification of women in these ads, making it hard for consumers to resist fixating their eyes on the models.

For example, one study analyzed a print ad for White Castle Alcohol that featured a woman in red lingerie. The ad used a bold female model in a sexually suggestive pose to grip the attention of male consumers and promote the liquor product. The striking red hue of the lingerie and the emphasis on the model's skin left a lasting impression of the desirable qualities associated with the alcohol brand.

Another study by Matthew J. Crum found that pictures of women's bodies and body parts (body-isms) appeared more often than pictures of men's bodies in alcohol advertisements. Women also appeared in swimwear more frequently than men, increasing the photo opportunities for body-isms. This study raised concerns about the association between the sexualization of women and alcohol use, particularly in the context of televised sporting events where beer commercials are commonly aired.

The sexual objectification of women in alcohol advertisements has significant implications. It contributes to the sexual exploitation and fantasizing of women in the alcohol industry, with men as the primary consumers. Additionally, it reinforces gender stereotypes and promotes the idea that women are sexually available and exploitable. This can influence societal attitudes, values, and conceptions of lifestyle choices and public duties, shaping a culture that objectifies and devalues women.

Alcohol addiction

As individuals continue to drink alcohol over time, their brain structure and function may change, compromising function and driving the transition from controlled, occasional use to chronic misuse. These changes can be long-lasting and contribute to relapse, even after a person stops consuming alcohol. The cycle of addiction involves three stages: incentive salience, negative emotional states, and executive function, which correspond to three key regions of the brain: the basal ganglia, the extended amygdala, and the prefrontal cortex, respectively.

The basal ganglia, which is responsible for reward, is altered by repeated alcohol consumption, leading to habit formation and compulsive use. When a person addicted to alcohol stops drinking, they experience physical and emotional withdrawal symptoms, including sleep disturbances, pain, dysphoria, irritability, and anxiety. These negative feelings are caused by diminished activation in the reward systems of the basal ganglia, making it difficult to experience pleasure, and increased activation of the brain's stress systems in the extended amygdala.

The prefrontal cortex, an area responsible for executive function, including organising thoughts and activities, prioritising tasks, managing time, and making decisions, is also compromised in people with alcohol addiction. This impairment further contributes to the negative emotional state associated with withdrawal, driving continued alcohol consumption to find relief.

Treatment for AUD may include medication and behavioural therapy, and studies show that most people can reduce their alcohol intake or stop drinking entirely with treatment. Support is available through services such as the SAMHSA's National Helpline, which offers free, confidential referrals and information for individuals and families facing substance use disorders.

Drinking alone

Alcohol advertisements have long been a topic of concern, especially when it comes to their influence on young people. Drinking alone is a scenario that is rarely depicted in these advertisements, and for good reason.

The alcohol industry's voluntary Advertising Code, which includes guidelines for responsible alcohol promotion, specifically prohibits content that encourages heavy or excessive drinking. Drinking alone can be indicative of problem drinking, and its portrayal in advertisements could be seen as normalizing this behaviour. This is particularly pertinent when considering the vulnerable members of society, including young people, who may be influenced by such ads.

Social media platforms such as TikTok, Facebook, Snapchat, and Instagram have provided alcohol companies with new and cheaper ways to promote their products. These platforms have a vast reach, with 72% of Americans using social media and teenagers and young adults being the main users. Alcohol companies have been known to target minors or young people under 25 years of age, with their content often linking alcohol with good feelings, friendship, and success. This can be dangerous as it may not provide a full picture of the risks associated with alcohol consumption.

The issue is further exacerbated by the personalized nature of online advertising. Platforms use algorithms to assign more alcohol ads to those who show an interest in alcohol-related content. This means that young people who are already engaging with alcohol content will be exposed to even more advertisements, potentially normalizing drinking behaviours that are not typically shown, such as drinking alone.

To address these concerns, stricter advertising standards are needed. These standards should be developed by the government, in collaboration with public health advocates, to ensure that the community's interests are represented. By holding alcohol companies accountable and enforcing penalties for non-compliance, we can work towards reducing the potential harm caused by the portrayal of drinking alone and other problematic drinking behaviours in alcohol advertisements.

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