Beverage alcohol marketing includes advertising, labeling, consumer promotion and merchandising, sponsorship, and point-of-sale materials. It is a commercial right in most countries, providing consumer information and enabling informed choices.

The potential for misuse of alcohol products requires particular attention to how standards around marketing—be they government regulation or industry self-regulatory mechanisms—are upheld. Special focus has been on the impact of beverage alcohol marketing on young people and its relationship with consumption patterns.
 

• Key Facts and Issues
• Key References

 Other relevant materials:

• Guiding Principles: Self-Regulation of Marketing Communications for Beverage Alcohol 
• ICAP Book (2010): Working Together to Reduce Harmful Drinking
• ICAP Issues Briefing (2009): Alcohol Marketing and Young People (in Russian, Spanish)
• Toolkit (2009): Guide to Developing a Self-regulatory Organisation and Alcohol Module
• ICAP Papers for WHO Consultation (2008): Alcohol Marketing
• ICAP Report 20 (2008): Informing Consumers about Beverage Alcohol
• ICAP Blue Book Annex 2: Codes of Practice for Self-regulation
• ICAP Workshops on Self-regulation
• Report of an ICAP Expert Committee (2006): Responsible Drinks Marketing
• Industry Views on Beverage Alcohol Advertising and Marketing, with Special Reference to Young People
• Self-regulation and Alcohol: A Toolkit for Emerging Markets and the Developing World