"Routes to Magic”: The Alcoholic Beverage Industry’s Use of New Media in Alcohol Marketing

This research report examines the use of new media to market leading alcohol brands in the UK. This research study was undertaken by Dr Oona Brooks, the Institute for Social Marketing, at the University of Stirling and the Open University, on behalf of Scottish Health Action on Alcohol Problems (SHAAP).

Based on the findings, SHAAP is calling on the four governments of the UK to:

  • Subject alcohol brand websites to CAP Codes and all online alcohol adverts to a pre-vetting process in keeping with broadcast adverts with immediate effect.
  • Move towards ending self-regulation - regulation should be independent of the alcohol and advertising industries.
  • Move towards a complete ban on alcohol promotion on social networking sites.
  • Involve young people in the process of regulation given the rapidly evolving nature of
    new media.


Please note: the number of ‘hits’ below does not reflect the number of downloads, as this webpage was created after the release of this publication.

File Name: Routes to Magic Full Report 2010.pdf
File Size: 1.82 MB
File Type: application/pdf
Hits: 529 Hits
Created Date: 15th Mar 2010
Last Updated: 15th Apr 2019