Editorial
Details
Citation
Critchlow N, Holmes J & Fitzgerald N (2024) Alibi marketing? Surrogate marketing? Brand sharing? What is the correct terminology to discuss marketing for alcohol-free and low-alcohol products which share branding with regular strength alcohol products?. Addiction. https://doi.org/10.1111/add.16504
Abstract
KEY STATEMENT:
"We should distinguish between alibi marketing, which promotes regular-strength alcoholic drinks without mentioning the brand name, and surrogate marketing or brand-sharing through promotion of alcohol-free and low-alcohol products that use the core branding of a regular-strength product. This distinction matters for developing and enforcing clear policies to control alcohol marketing"
Keywords
no alcohol; zero alcohol; alcohol-free; low alcohol; alcohol marketing; alcohol advertising; alcohol policy; alibi marketing; surrogate marketing; brand sharing; brand extending; brand stretching; marketing regulation; advertising regulation
Journal
Addiction
Status | In Press |
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Funders | NIHR National Institute for Health Research |
Publication date online | 17/04/2024 |
Date accepted by journal | 21/03/2024 |
ISSN | 0965-2140 |
eISSN | 1360-0443 |
People (2)
Research Fellow, Institute for Social Marketing
Professor, Institute for Social Marketing