Policy Approaches for Regulating Alcohol Marketing in a Global Context: A Public Health Perspective

Marissa B. Esser, David H. Jernigan

Research output: Contribution to journalReview articlepeer-review

21 Scopus citations


Alcohol consumption is responsible for 3.3 million deaths globally or nearly 6% of all deaths. Alcohol use contributes to both communicable and noncommunicable diseases, as well as violence and injuries. The purpose of this review is to discuss, in the context of the expansion of transnational alcohol corporations and harms associated with alcohol use, policy options for regulating exposure to alcohol marketing. We first provide an overview of the public health problem of harmful alcohol consumption and describe the association between exposure to alcohol marketing and alcohol consumption. We then discuss the growth and concentration of global alcohol corporations and their marketing practices in low- and middle-income countries, as well as in higher-income societies. We review the use and effectiveness of various approaches for regulating alcohol marketing in various countries before discussing challenges and opportunities to protect public health.

Original languageEnglish (US)
Pages (from-to)385-401
Number of pages17
JournalAnnual review of public health
StatePublished - Apr 1 2018
Externally publishedYes


  • advertising
  • alcohol consumption
  • alcohol marketing
  • alcohol policy
  • globalization

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health


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