Citation

Casswell S, Maxwell A. J. Public Health Policy 2005; 26(3): 343-358.

Affiliation

Centre for Social and Health Outcomes Research and Evaluation (SHORE), Massey University, PO Box 6137, Wellesley Street, Auckland, New Zealand. (s.casswell@massey.ac.nz)

Copyright

(Copyright © 2005, Holtzbrinck Springer Nature Publishing Group -- Palgrave-Macmillan)

DOI

palgrave.jphp.3200040

PMID

unavailable

Abstract

The marketing of alcohol produces a new challenge for policy development internationally, in part because of the increase in the use of new, unmeasured technologies. Many of these new developments are, as yet, relatively invisible in the policy arena. New approaches in branding, the utilization of marketing opportunities via branded events and new products provide additional complexity to attempts to monitor and to restrict the impact of marketing on young people and other vulnerable groups. Current attempts to restrict marketing globally, which rely primarily on voluntary codes and focus on traditional media, are inadequate to these challenges. A new statutory framework is required to enable the monitoring and control of the full marketing mix in ways which match the sophistication of the marketing efforts themselves.

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