For years, food companies have used advertising, packaging, and brand image to lead people to believe certain products are healthier than they really are. Whether it’s putting a sports star’s face on a Coca-Cola ad, labeling junk food as a “smart
choice,” or attaching arbitrary designations such as “all natural” to foods high in fat, sugar, and salt, the food industry knows it must attract health-conscious shoppers.
Over the past few years, alcohol companies have begun appropriating many of these misleading advertising techniques. Spirits companies are positioning their vodka as “all natural,” even though the products haven’t changed. Beer companies are sponsoring marathons and running ads showing toned drinkers meeting up at a bar after a work-out. Superstars of grueling, high-endurance sports are being tapped to promote alcoholic beverages.
These advertising practices are legally tenuous, morally unsound,and potentially dangerous. Alcohol consumption costs society billions of dollars annually while causing immeasurable human suffering every day. Using health messages to sell products that can cause such widespread harm is not only unethical, it’s illegal, and yet the regulatory system has failed miserably
to protect the American public.
Because market research shows purchase intent and consumption of a brand increase when people believe alcoholic products are all-natural or fitness-friendly, intense scrutiny and strict regulation of such misleading claims is essential.
This report examines this disturbing trend to promote alcohol as a health and fitness product, analyzes the potential legal implications, and makes policy recommendations.
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