How does the alcohol industry attempt to influence marketing regulations? A systematic review

AIM: To systematically review, using a qualitative, narrative synthesis approach, articles examining alcohol industry efforts to influence alcohol marketing policy, and compare with those used by the tobacco industry.

METHODS: Literature searches were conducted between April and July 2011, and updated in March 2013. Articles were included if they: made reference to alcohol industry efforts to influence a) policy debates concerning marketing regulations or b) new specific marketing policies or c) broad alcohol policy which included marketing regulations; were written in English; and concerned the period 1990-2013. Alcohol industry political activity was categorised into strategies/tactics and frames/arguments. Data extraction was undertaken by the lead author and 100% of the articles were fully second reviewed. Seventeen articles met the review criteria.

RESULTS: Five main political strategies and five main frames were identified. The alcohol industry argues against marketing regulation by emphasising industry responsibility and the effectiveness of self-regulation, questioning the effectiveness of statutory regulation, and by focussing on individual responsibility. Arguments relating to industry responsibility are often reinforced through corporate social responsibility activities. The industry primarily conveys its arguments through manipulating the evidence base and by promoting ineffective voluntary codes and non-regulatory initiatives.

CONCLUSIONS: The alcohol industry's political activity is more varied than existing models of corporate political activity suggest. The industry's opposition to marketing regulation centres on the responsible nature of the industry and the effectiveness of self-regulation. There are considerable commonalities between tobacco and alcohol industry political activity, with differences potentially due to differences in policy contexts and perceived industry legitimacy.