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To support the free and open dissemination of research findings and information on alcoholism and alcohol-related problems. To encourage open access to peer-reviewed articles free for all to view.

For full versions of posted research articles readers are encouraged to email requests for "electronic reprints" (text file, PDF files, FAX copies) to the corresponding or lead author, who is highlighted in the posting.

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Saturday, July 7, 2012

How Big Alcohol Abuses "Drink Responsibly" to Market its Products




"Drink responsibly” messages function as one tool in the alcohol industry’s marketing toolbox to promote, grow loyalty to and build credibility for its brands. The “drink responsibly” slogan also serves as a public relations distraction for alcohol corporations fighting evidence-based, effective policies such as increasing alcohol taxes, restricting alcohol advertising, and maintaining state control of alcohol sales. There is no evidence to show that “drink responsibly” messages are an effective strategy for reducing alcohol consumption or related harm. Much like Big Tobacco’s anti-smoking campaigns, alcohol industry facades like “drink responsibly” are counterproductive and could backfire, increasing intent to use the product instead of decreasing alcohol-related harm.
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