Alcohol marketing targeting women has public health researchers concerned

Alcohol marketing targeting women has public health researchers concerned

The booze barons now know that women are the prime target to grow their alcohol sales – and be damned about the health consequences.

In 2013, the Centers for Disease Control and Prevention made the point that binge drinking among women is an under-recognized and growing problem.

“We’ve seen a shift in the culture of women’s drinking and there’s a big marketing piece of that.  If the level of marketing gets to the same intensities as it is for men - because of the biological differences - the harms will be greater for women than they are for men.  The push to get women to drink more began in the late 1990s with the launch of a new category of liquor ‘alcopops’ or ‘beer with training wheels’”
David Jernigan, director of the Center on Alcohol Marketing and Youth at Johns Hopkins University, who tracks alcohol advertising, April 2014.  

“Alcohol is a product that’s responsible for 15% of breast cancer cases.  If you drink alcohol heavily over an extended period of time - you hurt your heart - and you will die of alcohol-related heart disease.  We look at the UK where women started drinking alcopops in the early 90s.  Twenty years later, the UK has an epidemic of liver sclerosis and liver cancer among women in their 20s.  The cancer doctors in the UK are blown away.  They have never seen anything like this”
David Jernigan, director of the Center on Alcohol Marketing and Youth at Johns Hopkins University, who tracks alcohol advertising, April 2014.

What do the alcohol compaines think of all this? 

“It’s perfectly reasonable and appropriate for our companies to be able to develop and responsibly market products that appeal to women’s tastes and lifestyle choices”
Lisa Hawkins, vice president of public affairs at the Distilled Spirits Council, April 2014.

Originally reported by The Pulse and newsworks.org on April 24, 2014.

Posted: Sunday 27 April 2014