
Contents
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12.1 Introduction 12.1 Introduction
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12.2 Alcohol marketing practices 12.2 Alcohol marketing practices
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12.3 Research on marketing and public health 12.3 Research on marketing and public health
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12.4 Impact of marketing on total population consumption 12.4 Impact of marketing on total population consumption
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12.5 Impact of marketing on beliefs and behaviour among young people 12.5 Impact of marketing on beliefs and behaviour among young people
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12.6 Current approaches to limiting harm 12.6 Current approaches to limiting harm
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12.7 Voluntary efforts by the alcohol industry 12.7 Voluntary efforts by the alcohol industry
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12.8 The effect of codes on advertising content 12.8 The effect of codes on advertising content
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12.9 Controls to reduce exposure 12.9 Controls to reduce exposure
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12.9.1 Voluntary restrictions 12.9.1 Voluntary restrictions
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12.9.2 Restrictions by law or regulation 12.9.2 Restrictions by law or regulation
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12.10 Research on effects of partial bans 12.10 Research on effects of partial bans
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12.11 Conclusions and policy implications 12.11 Conclusions and policy implications
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12 Restrictions on marketing
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Published:February 2010
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Abstract
This chapter provides an introduction to the current state of alcohol marketing and what is known about the way in which marketing has its impact. It assesses two different policy approaches — codes of content and restrictions to reduce exposure — for their likely impact on consumption and harm. Interventions that change exposure to advertising have often been limited, and evaluations have mixed findings. More effort has gone into the establishment of codes aimed to affect the content of the advertising. Conclusions regarding the likely effects of these approaches can be made based on theoretical understanding, and empirical evidence about the way in which marketing has its effects and its measured impacts. Conclusions may also be informed by research on tobacco advertising, where the impacts are established and widely accepted.
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