While three quarters of the alcohol that the world drinks is consumed by males, alcohol marketers tend to see the lower rate of women drinking as an opportunity to grow their market, often depicting drinking by women as a symbol of empowerment and equality.
They organize corporate social responsibility initiatives, on topics such as breast cancer and domestic violence, and engage with women known for their success in areas such as sports or the arts to promote brands of alcohol.
Heavy and dependent drinkers are another target for marketing efforts, since in many countries just 20% of current drinkers drink well over half of all alcohol consumed.
Alcohol-dependent people frequently report a stronger urge to drink alcohol when confronted with alcohol-related cues, yet they rarely have an effective way to avoid exposure to the content of the advertising or promotion.
15176
现有法规主要局限于各个国家
Existing regulationprimarily limited toindividual states
15177
虽然许多国家都对酒精营销实行某种形式的限制，但这些限制一般都较弱。
While many countries have some form of restrictions on alcohol marketing in place, generally they tend to be relatively weak.
In a WHO 2018 study, it was found that, while most countries have some form of regulation for alcohol marketing in traditional media, almost half have no regulation in place for Internet (48%) and social media (47%) marketing of alcohol.
Meanwhile, sustained attention and work by national governments, the public health community and WHO to limit the availability and promotion of tobacco products, with specific attention to the cross-border aspects of tobacco production and marketing, has led to life-saving reductions in global tobacco use and exposure.