Adults, including parents, are less aware of this possible negative effect of advertising for alcohol-free products. This is shown by research by the RIVM and the Trimbos Institute into facts and figures concerning advertising and the use of alcohol-free drinks.
Findings
The study shows that 87.9 percent of adults and 79 percent of young people have used alcohol-free products at some point. A questionnaire survey was conducted among 2,075 young people and adults. The three most frequently mentioned reasons for drinking alcohol-free drinks are: being able to participate in traffic (39.4 percent), the good taste (31.7 percent), and as a substitute for alcoholic drinks (29.8 percent).
Young people encounter advertising more often than adults through social media, the internet and covert advertising. A positive effect of the advertisements is that young people are more likely than adults to think that alcohol-free products can replace products containing alcohol. A negative effect is that alcohol-free products can accustom them to the taste of products that do contain alcohol. This makes the step towards drinks containing alcohol smaller. Most parents do not approve of their children under 18 drinking alcohol-free products. One in eight parents does not set any rules about this.
From 2017 through 2020, 83 percent more alcohol-free products were sold in supermarkets and liquor stores. Alcohol-free beer is by far the best-selling product (81 percent of all alcohol-free drinks). Manufacturers spend around 10 million euros per year on advertising for alcohol-free products. This is approximately 9 percent of all the money they spend on advertising. Advertising through social media and sponsorship contracts is not included here.
The content of advertisements for alcohol-free products differs from that of advertisements for alcohol. Alcohol-free products emphasize that they are new, healthier than alcohol, that you can participate in traffic, and that you can stay fit (no hangover). Traditional themes from alcohol advertising, such as ‘partying’, ‘quality’ and ‘masculinity’, also appear in advertisements for alcohol-free drinks, but less often. Advertisements for alcohol-free drinks also target women more often than alcohol advertisements.
National Prevention Agreement
The National Prevention Agreement (NPA) states that more research is needed into the possible effect of marketing on the consumption of alcohol-free drinks. Little is known about this worldwide. This study provides initial insights into how consumers themselves view advertisements for these drinks. Additional research into the actual effects of advertising for alcohol-free drinks is needed. Over the years, the RIVM has conducted several studies as part of the NPA, often together with partners such as the Trimbos Institute. At the same time as this study, a study into a minimum unit price for alcohol and the annual progress report on the NPA are being submitted to the House of Representatives.