Does alcohol advertising affect overall consumption? A review of empirical studies.

This article reviews the empirical warrant for the assertion that alcohol advertising affects overall alcohol consumption. Econometric, exposure, experimental studies and advertising bans are examined. The evidence indicates that advertising bans do not reduce alcohol sales, total advertising expenditures have no reliable correlation with sales of alcoholic beverages, and that experimental studies typically show no effect of advertising on actual consumption. However, one set of studies does show that drinkers are exposed to more television alcohol advertisements, without making the causal connection clear. In general, the evidence indicates little impact of alcohol advertising on alcohol sales or drinking. However, some results are suggestive and there is a need for more sophisticated econometric, exposure and experimental studies that take into account a wider range of variables.