This report surveys some of the major features of the contemporary marketing landscape and their connection to the promotion of alcoholic beverages. One of its goals is to alert stakeholders to some of the emerging practices that demand greater scrutiny. Many of these new interactive techniques may well fly under the radar of policy makers, parents, and public health professionals. If we are to develop timely and appropriate strategies to address concerns about underage drinking—and the use of alcoholic products by society generally—it is critically important that we understand the dimensions and implications of the new marketing paradigm.
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