Regulation of alcohol marketing: A global view
Regulation of alcohol marketing: A global view
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DOI：
10.1057/palgrave.jphp.3200040
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发表时间：
2005-01-01
影响因子：
3.8
通讯作者：
Maxwell, A
中科院分区：
文献类型：
--
作者：
Casswell, S;Maxwell, A
酒精的营销给国际政策制定带来了新的挑战，部分原因是新的、不可测量的技术的使用增加了。到目前为止，这些新的事态发展中有许多在政策舞台上相对看不见。品牌化的新方法，通过品牌活动和新产品利用营销机会，增加了监测和限制营销对年轻人和其他弱势群体影响的努力的复杂性。目前在全球范围内限制营销的努力主要依赖于自愿行为准则，并侧重于传统媒体，不足以应对这些挑战。需要一个新的法定框架，以便能够以与营销努力本身的复杂程度相匹配的方式监测和控制整个营销组合。
The marketing of alcohol produces a new challenge for policy development internationally, in part because of the increase in the use of new, unmeasured technologies. Many of these new developments are, as yet, relatively invisible in the policy arena. New approaches in branding, the utilization of marketing opportunities via branded events and new products provide additional complexity to attempts to monitor and to restrict the impact of marketing on young people and other vulnerable groups. Current attempts to restrict marketing globally, which rely primarily on voluntary codes and focus on traditional media, are inadequate to these challenges. A new statutory framework is required to enable the monitoring and control of the full marketing mix in ways which match the sophistication of the marketing efforts themselves.