One of the most heavily advertised goods is alcohol (Endicott, 2005), and (Saffer & Dave, 2003). Leslie et al. (2006) claim that there has been considerable discussion about alcohol advertising in the journals regarding the implications of alcohol consumption. Alcohol advertising influences alcohol consumption among people in both developed and developing economies, according to empirical studies by researchers (Collins et al., 2007; Fisher et al., 2007; Leslie et al., 2006; Grube & Waiters, 2005; Austin, & Knaus, 2000; Anderson et al. 2009). It both encourages and increases consumption, according to these studies. Grube and Waiters (2005) establishes that alcohol advertising affect decisions to consume alcohol while according to Ellickson et al. (2005) exposure of people to alcohol advert influence them to begin drinking. Based on the studies above, it is evident that alcohol advertisement influences alcohol intake. The social and health implications of taking alcohol are so many and therefore some individual in the society advocates for banning alcohol advertisement because it encourages alcohol consumption.
According to Center for Science in the Public Interest (2002), alcohol advertising industry in 2000 spent a whopping 1.42 billion US dollars. Broadcasting media was the center of it all and 893 million US dollar out of the annual spending was focused here. 910.3 million US dollars was concentrated in beer advertisement which accounted for the majority of alcohol advertising expenditure. In the United States, alcohol advertising expenditure has risen steadily in the recent years because of digitization.
People who are exposed to more alcohol advertisements on average drank more (each additional advertisement seen increased the number of drinks consumed by 1%. In markets with greater alcohol advertising expenditures people drank more (each additional dollar spent per capita raised the number of drinks consumed by 3% (event rate ratio, 1.03; 95% confidence interval, 1.01-1.05). Alcohol advertisement exposure and expenditures still related to drinking (Snyder et al, 2006).
Drinking alcohol can be dangerous, especially when consumed too much, to the body and brain of the consumer. It can lead to mental and physical changes that can put the consumer and others in danger. Anderson (2007:13) is of the view that alcohol is a ubiquitous toxin that can harm almost any system or organ of the body. The user can become happy, relaxed and hyperactive at first, but later the person can feel drowsy, confused or dizzy. It means the person is unstable to do anything like driving or just standing - chances are, the person can fall, involve in car accidents or become violent because he or she is not thinking straight.
According to World Health Organization (1999), even though alcohol consumption is a big threat to the world, there is insignificant reliable data in most countries on alcohol effects on the population. A case study on Argentina shows that 277,148 deaths in the country in 2000, 733 among these were by as a result of behavioral and mental problems caused by the use of alcohol (Ministry of health, 2000). The population of between 45 and 54 years of age was the most affected. 710 were deaths caused by alcoholic liver disease. The fifth leading cause of death among people from 50 to 64 years of age was as a result of cirrhosis and other chronic diseases according to the same source. In the cities, the rate of traffic accidents is very high but there are no reliable data on the role of alcohol in these accidents. For homicide and suicide, the same is true.
Religious leaders and some government official are of the idea of banning alcohol advertising, this is because some religion forbids alcohol intake and there for these sort of advertisement erode their values or contradict their belief. Some government officials have proposed a complete ban on alcohol advertising. Though there is a law for drunk driving these drunk drivers put people in danger. They argue why to encourage people to drink to put others in danger when we really can save a lot of problems by banning alcohol advertising. These advertisements encourage underage drinking which is also against the law. The bottom line of their argument is, when more alcohol is sold, the incidences of abuse are likely to rise accordingly.
The liberals and alcohol manufacturers are for alcohol advertising. They argue, advertisers should be allowed to advertise alcohol, but they should advertise in a different perspective than they already do. They should emphasis on drinking responsibly rather than drinking alcohol with no limits. But if the advertisers want to show people having a good time at a party drinking alcohol, then they should also show the aftermath so that the consumers know the risk, and they can make their own choices knowing the consequences.
The media, alcohol manufacturers’ consumers, the clergy, and the government have the responsibility in regulating alcohol advertisement. Lack of significant reliable data in the industry has made it almost impossible to establish the adverse effect of alcohol advertising to consumers. Unless studies are done and information collected to determine whether alcohol advertising is eroding the norms and ethics of the society we would not be able to regulate this industry.
It is important for the manufacturers to reach out to their consumers and enlightened them about their new products in the market but at the same time, it's their responsibility to educate the consumer on the importance of drinking responsibly.
References
Adlaf, E.M., & Kohn, P.M. (1989). Alcohol Advertising, Consumption and Abuse: A Covariance Structural Modelling looks at Strickland’s data. British Journal of Addiction, 84: 749-757.
Agostinelli, G., & Grube, J.W. (2002). Alcohol Counter-Advertising and the Media. A Review of Recent Research. Alcohol Respond Health, 26 (1): 15-21.
Atkin, C., Neuendorf, K., & McDermott, S. (1983). The Role of Alcohol Advertising in excessive and hazardous drinking. Alcohol and Alcoholism, 23 (6): 491-500.
Brennen, B.S. (2013). Qualitative Research Methods for Media Studies. Oxon: Taylor and Francis.
