Alcoholic drinks advertising. Some reasons to establish a few limits

Abstract

This work analyses the advertising and publicity techniques used by the alcoholic beverages industry. It provides examples of the methods employed by the advertisers to attract children and adolescents to the consumption of alcohol, some conclusions from studies made of the sector and consumer perception that consumers of these marketing messages. Sex, success and having fun are the messages that are transmitted by the alcoholic beverages industry in its advertising aimed at the young and, on occasion, it also presents its product as a means of solving problems. In many cases, its advertising is an offence against the dignity of women by portraying them as merely sexual objects. The article also draws attention to the passive attitude of public administrations adequately monitoring illicit advertising and publicity practices, and to the lack of specific legislation to regulate the advertising of this product; regulation that the industry is intent on preventing by presenting a deceptive image of self regulation, and insisting that their advertisements do not attempt to attract new consumers, in any way. Together with the deceptive and discriminatory messages of alcoholic beverage advertising, the advertisers also resort to prohibited practices such as publicity concealed in film and television productions or to the utilisation of pretext products to promote beverages with a high alcoholic content on television.