Definition and History of Alcohol Advertising

Alcohol advertising is defined as any message communicated via any medium with the aim of promoting alcoholic beverages by influencing the audience preferences regarding the product brand. Labeling, naming and packaging of alcoholic beverages is considered as an advertisement. An alcohol advertiser will sell or market an alcoholic
drink as well as use any identifying features to increase their sale.  The primary aim of advertising is to increase individual sales as well as to recruit new drinkers. Different advertisements target different demographics.
Over the years, alcohol marketing has been too controversial as well as a very sensitive topic. Alcohol advertising started as early as the 1955’s when commercial broadcasting commenced. There have been significant changes in advertisement since 1990’s, from advertising services and outlets to brand advertising. Alcohol advertising has faced many challenges including, regulations by law since it is directly linked to the amount of harm related to alcohol as well as to the level of alcohol consumption. The latter has led to tremendous changes in how television advertisements were done and how the manufacturers present their brand. For example, it is mandatory to brand the bottle with the message drink responsibly. Some of the regulations differ from country to country depending on the societal concerns about alcohol, the United Kingdom having the strictest rules. An Increase in alcohol abuse among the young people has also contributed to changes in the regulation of advertisements.
Advertisement of alcohol is regulated so as to protect the young people hence must not be directed to people under 18. Various regulations are set by the world health organization to ensure that the latter is adhered to. Advertisements should also not be used to mislead people.