Over the years, scientific research, health agencies and universities have been able to demonstrate a correlation between alcohol beverage advertising and alcohol consumption, especially among initially non-drinking youth.
That increased awareness of alcohol messages amongst young people may lead to earlier drinking, higher consumption and increased harm, and those factors should be addressed through stronger marketing regulation.
However, there is an equally significant body of research positing that alcohol advertising does not cause higher consumption and rather merely reflects greater public demand, with many commentators suggesting that effective alcohol campaigns only increase a producer's market share and also brand loyalty.
The alcohol industry has tried to actively mislead the public about the risk of cancer due to alcohol consumption, in addition to campaigning to remove laws that require alcoholic beverages to have cancer warning labels. Currently, the standard is that alcohol advertisements can only be placed in media where 70% of the audience is over the legal drinking age.