The collection and analysis of data on users’ habits and preferences by global Internet providers has created new and growing opportunities for alcohol marketers to target messages to specific groups across national borders.
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社交媒体上的定向广告在使用这些数据方面尤其有效，其影响可通过“网红”与用户之间分享帖子得到加强。
Targeted advertising on social media is especially effective at using such data, with its impact strengthened by social influencers and sharing of posts between social media users.
One data source quoted in the report calculated that over 70% of media spending of leading alcohol marketers based in the USA in 2019 was through promotions, product placement and online advertisements in social media.
“The rising importance of digital media means that alcohol marketing has become increasingly cross-border”, said Dag Rekve of the Alcohol, Drugs and Addictive Behaviours Unit at the World Health Organization.
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这使得对酒精营销实行监管的国家更难在其管辖范围内进行有效控制。
“This makes it more difficult for countries that are regulatingalcohol marketing to effectively control it in their jurisdictions.
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各国之间需要在这一领域加强合作。”
Morecollaboration between countries in this area is needed.”
Sponsorship of major sporting events at global, regional and national levels is another key strategy used by transnational alcohol companies (which are gaining increasing dominance in the production and branding of alcohol beverages).