Please use this identifier to cite or link to this item:
Full metadata record
DC FieldValueLanguage
dc.contributor.authorGordon, Ross-
dc.contributor.authorHastings, Gerard-
dc.contributor.authorMoodie, Crawford-
dc.description.abstractAs the influence of alcohol marketing on young people remains a highly contested topic we review the recent literature to examine if the debate has moved on. The extant literature shows that while many econometric studies suggest alcohol marketing to have a minimal effect on youth alcohol consumption, more focussed consumer studies, particularly recent research employing sophisticated longitudinal designs, demonstrate clear links between alcohol advertising and drinking behaviour. Encouragingly, some of the more recent research studies assess marketing activity beyond advertising; sponsorship, new media, viral marketing, price promotions, new forms of distribution, product development and increased point of sale activity. The literature presents increasingly compelling evidence that alcohol marketing is directly impacting upon young people’s drinking behaviour. The implications of this on the current policy debate surrounding alcohol marketing activities and regulation in the UK and beyond are discussed. Furthermore a research agenda for alcohol marketing for the future is offered.en_UK
dc.relationGordon R, Hastings G & Moodie C (2010) Alcohol marketing and young people's drinking: What the evidence base suggests for policy, Journal of Public Affairs, 10 (1-2), pp. 88-101.-
dc.rightsThe publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author; you can only request a copy if you wish to use this work for your own research or private study.-
dc.subjectnew mediaen_UK
dc.subjectproduct developmenten_UK
dc.subjectpoint of saleen_UK
dc.subject.lcshAlcoholics Services for Scotland-
dc.subject.lcshAlcoholism Scotland-
dc.titleAlcohol marketing and young people's drinking: What the evidence base suggests for policyen_UK
dc.typeJournal Articleen_UK
dc.rights.embargoreasonThe publisher does not allow this work to be made publicly available in this Repository therefore there is an embargo on the full text of the work.-
dc.citation.jtitleJournal of Public Affairs-
dc.type.statusPublisher version (final published refereed version)-
dc.contributor.affiliationUniversity of Stirling-
dc.contributor.affiliationInstitute for Social Marketing-
dc.contributor.affiliationInstitute for Social Marketing-
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles

Files in This Item:
File Description SizeFormat 
Alcohol Marketing and young peoples drinking.pdf125.42 kBAdobe PDFUnder Permanent Embargo    Request a copy

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.