Advertising and alcohol consumption in the UK

Abstract

The human and economic cost of alcohol misuse in the UK is high. Alcohol advertising has been criticised because of its presumed impact on alcohol consumption. This two-part investigation considers possible reasons for alcohol consumption in the UK. In the first section, the authors examine the hypotheses that advertising increases market size and that alcohol advertising drives overall consumption. In the second section, the authors identify and quantify the key correlates of alcohol consumption in the UK. They consider the claim that alcohol advertising is directed at driving consumption among younger drinkers by utilising the AlcoVision survey and building separate econometric models for young people aged 18.24 and those over 25. For both age groups, economic confidence and seasonality are identified as key correlates of consumption. Other correlates are dependent on age. Consumption among the 18.24 age group is correlated with on-trade promotions and the increasing trend for in-home drinking. Consumption among people over 25 is related to pricing issues, from both competing categories and the relative price of alcohol. No statistical relationship between alcohol advertising and consumption was found for either age group.

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