Where do adults see alcohol marketing? Insight from a cross-sectional survey in the United Kingdom

Abstract

Background: There is limited insight about the reach of alcohol marketing among adults in the United Kingdom (UK). We therefore examined awareness across a range of marketing activities and sources and how this differed by degree of alcohol use. Method: An online cross-sectional survey with a nonprobability adult sample (18+) in the UK (n = 6021). Participants self-reported past-month awareness of alcohol marketing and special price deals from companies/brands, off-trade shops (e.g. supermarkets), online retailers, and on-trade venues (e.g. pubs/bars). Alcohol use was assessed using the AUDIT-C (coded: nondrinkers, lower-risk drinkers, higher-risk drinkers, not stated). Results: For alcohol companies/brands, 65.9% had seen advertising (e.g. on TV) and 79.5% had seen wider marketing (e.g. sponsorship). For off-trade shops, 86.8% had seen marketing (e.g. product displays) and 76.6% had seen special price deals (e.g. multi-buy discounts). For online retailers, 30.8% had seen marketing (e.g. leaflets/flyers) and 52.4% had seen special price offers. For on-trade venues, 69.0% had seen marketing (e.g. posters/leaflets/flyers) and 52.1% had seen special price offers. The odds of reporting awareness were generally lower among nondrinkers and higher among higher-risk drinkers (vs. lower-risk). Conclusion: Adults see alcohol marketing through various activities and sources, with awareness generally increasing with degree of alcohol use.