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Should Anyone Advertise Alcohol?

8/27/2022

24 Comments

 
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by David Hagenbuch - professor of Marketing at Messiah University -
​author of 
Honorable Influence - founder of Mindful Marketing 

Drive slower, pay taxes, vote — While we expect governments to tell us to do those things, we wouldn’t imagine they’d urge more alcohol intake, yet that’s exactly what one of the world’s leading nations is doing.  Why a country would encourage sipping more sake is an interesting question, but it begs a much bigger one:  Is it possible to promote alcohol responsibly?
 
The nation imploring intoxication probably isn’t one you’d expect — Japan.  The world’s third largest economy and a leader in culture and industry has uncorked a contest called “Sake Viva” that asks citizens in their 20s and 30s for new ways to make and market alcoholic beverages.  The term sake refers to both a Japanese rice wine and to alcohol in general.
 
Most of us are familiar with the risks of excessive alcohol consumption, which can lead to everything from disease (heart, liver), to poor mental health (depression, dementia), to social problems (broken relationships, unemployment), to DUI accidents (serious injury, death),  all of which enact high financial and other costs on a country.  So, why would Japan intentionally invite these expenses?
 
Ironically, the answer is money.  As many governments have experienced, Japan is dealing with decreased tax revenue, partly because of an aging population and shrinking tax base but also because consumption of one of its most highly taxed products, alcohol, has been declining.
 
In the mid-1990s, alcohol consumption in Japan averaged over 26 gallons per person — a number that by 2020 dropped by about a third.  What’s more, as younger Japanese are drinking less than their elders, the sobering trend seems likely to continue.
 
In only one year, from 2019 to 2020, tax revenue from liquor sales fell by $813 million, which was “the largest decline in three decades — and a cause for alarm for a government facing broad fiscal challenges.”
 
Given that in many countries, alcohol advertising is commonplace – on television, in magazines, and on billboards – why have many taken issue with Sake Viva on social media?  The backlash seems to be based not so much on the message but who’s delivering it.
 
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Ryo Tanabe, a Japanese man in his 30s, expressed this sentiment in an interview with NPR:  “The fact that the National Tax Agency is doing this makes it a different story. I feel something is wrong with it. I understand they need the tax revenue, but I don't think they have to go this far.”
 
Tanabe’s reticence about his government advocating more alcohol consumption is easy to appreciate, especially given the increased individual and collective costs excess liquor can levy and the fact that we expect our governments to protect us, not put us in harm’s way.
 
But, if promoting alcohol is bad, should anybody be doing it?  Claiming it’s okay for some to advertise alcohol but not others, seems a little like saying certain people can lie or cheat, but others shouldn’t.  If something is wrong for one, shouldn’t it be wrong for all?
 
I have to admit that alcohol advertising is a difficult issue for me to approach objectively.  My personal choice is not to drink, and I work for a university that maintains a dry campus.  Over the years, I’ve also written several pieces about potential alcohol abuse by marketers, including:
  • Natural Light Imitates Art
  • Alcohol Ads and College Athletics Don't Mix
  • Coopting Commencement
 
Still, I have friends and family members who drink, and I respect their choices.  I also remind myself and other Christians that Jesus’s first miracle was turning water into wine.  There were likely then and there are now many people who subscribe to different worldviews and drink responsibly, in moderation, posing little or no risk to themselves or others.
 
There’s also scientific evidence that small amounts of certain alcohol, e.g., a glass of wine, hold some health benefits.
 
So, it’s possible to argue that it’s moral to consume alcohol in moderation, which suggests that it’s also acceptable to produce it for others to consume.  But does this moral leeway also mean that alcohol producers can advertise their products?
 
As I’ve considered advertising, which is paid-for mass communication by an identified sponsor, I’ve often thought that if society allows production of an item, it should also permit its promotion, within reason; otherwise, a moral contraction handcuffs the producer — it’s very difficult for most products to succeed without advertising.
 
That doesn’t mean, though, that any advertising goes.  A product like alcohol, in particular, shouldn’t be promoted to the wrong people (e.g., children), in the wrong places (e.g., near schools), or in the wrong ways (e.g., associated with athletic performance).

Another wrong way to promote alcohol or any product is to suggest its excessive use.  Whether it’s food, or clothes, or entertainment, too much of even a good thing can cause people harm.
 
As suggested above, alcohol poses greater risk when consumed in excess than do most products, which brings us back to Japan’s Sake Viva campaign: Encouraging people to drink more, is tantamount to promoting drinking in excess, given that for most people the middle ground between current consumption and intoxication is likely very narrow at best.
 
On the other hand, alcohol producers can advertise their individual brands without necessarily encouraging consumers to drink more.  The reason lies in the difference between primary and secondary demand, or demand for a product category versus demand for a particular brand.
 
In this comparative ad for Miller Lite, for instance, the beer claims to have “more taste and only one more calorie than Michelob Ultra.”  Miller Lite isn’t encouraging people to drink more alcohol, rather it’s asking them to switch their beer purchases from its competitor.
 
Given my personal consumption preference, I wouldn’t choose to promote alcohol, but I can understand how others might in order to support demand for specific brands.  I can’t comprehend, however, how a country, tasked with protecting its citizens’ well-being, can promote more drinking.  Encouraging excessive consumption of any kind equals “Mindless Marketing.”
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24 Comments
Sarah Schall
8/31/2022 03:21:36 pm

From my perspective, alcohol should be allowed to be advertised. However, they should not be advertised to the wrong crowd. For example, alcohol should not be advertised to minors because it may only promote their use of it- which is illegal. It also should not be promoted as a way to cope with problems because that could lead to many people becoming unnecessarily addicted to alcohol because they think it is solving their problems when really it is creating more. Additionally, alcohol should not be advertised in a way that promotes excessive use of it— although that is a harder feat to accomplish. Japan should not be encouraging people to drink more alcohol because it could lead to negative effects like more car accidents, deaths, crime, and other misfortunate events. They should be focused on protecting the lives of their citizens-- and not promoting them to drink more or become addicted to it.

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Andrew Ehresman
9/1/2022 03:13:32 pm

Personally, I see nothing wrong with the advertising of alcoholic beverages. However, I do not agree that it is okay for the Japanese Government to be promoting/encouraging its citizens to drink. Should a government of a nation not be primarily focused on how they can best benefit their citizens? This promotion of alcohol seems to go against the best interest of the citizens. What about breweries that advertise and promote their products? In this case, I do not see an issue as long as the advertisement is carried out in a mindful/law-abiding way. By this I mean including warning labels, not pressuring people to drink their product, statements falsely claiming the health benefits of alcohol, and being sure to employ age-related safeguards. Age related marketing was a major concern when it came to the vape industry. We saw products, packaging labels, and flavors that were marketed to attract the younger, underage market. This type of advertising is, for one, illegal, but also immoral. Overall, I see no issue with the advertisement of alcohol as long as it is carried out by the right people who make sure they follow promotional laws set in place for their product.

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Tyler Nordblom
9/1/2022 04:11:14 pm

I think that for a country to promote the sales of alcohol is okay so long as they are only promoting it to those of age and they are promoting safe consumption of alcohol. I think that many people tend to see alcoholism in the U.S. and think that every country has a drinking problem just as bad however, I think that many other countries tend to not have these same problems as they tend to have slightly less strict laws (lowered ages). I think that Japan in particular is not only looking out for the government but for the entire alcohol industry as it is dying and has been one of the largest factors of their economy. I think that overall, advertising alcohol is not an issue as long as safe consumption is advised as well as the targeted market is of legal age.

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Bill Keenan
9/1/2022 05:49:35 pm

In my opinion I see nothing wrong with alcohol promotion/advertising when done correctly. Although I think it should be advertised, I do believe there are wrong way to do it. Under no circumstance should it be targeted towards those under 21 years old, or in the ways the Japanese government does it. They encourage their citizens to drink, personally I feel drinking alcohol is a perfectly fine thing to do when done in moderation. Once you encourage people to drink more and more it cross lines that I feel should not be crossed. Lots of people cannot help themselves when it comes to alcohol and get addicted, if these people are being encouraged to drink it will once make matters worse. On the other hand, those who are responsible with their consumption are not at risk with these advertisements. Morals needs to be tied in with alcohol advertising, there are alcoholic ads/promotions that go against my morals but that does not mean they all do, and companies should be banned from advertising their beverage.

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Nikolas Lego
9/1/2022 06:37:33 pm

I would agree that advertising alcohol in a manner such as this is, so to say, harmful to society. Placing consumption above brand differentiation is certainly concerning - isn't "cutting through the noise" a key tenet of marketing? In addition, doing it purely for financial reasons is just, foul, for lack of a better word. Now, on the points concerning the more tempered promotion of alcohol, I would agree that it's perfectly moral to advertise the brand specifics as any other product. It's less aggressive, less disingenuous, and isn't indirectly promoting any of the harmful side effects that campaigns like Sake Viva would.

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Josh McCleaf
9/1/2022 10:38:38 pm

I personally don't think that there is anything inherently wrong with alcohol or the promotion of it. Alcohol itself isn't necessarily bad. It is when people partake in it excessively or irresponsibly that bad things tend to happen. With that being said, I think it's important that alcohol is promoted in a responsible and honest way. It is immoral to promote a product without making consumers aware of the risks that come with it, like disesase. Therefore, promoting alcohol should include formal warnings to make consumers aware of the risks they're taking. And at the end of the day, it should not be the government's job to promote alcohol consumption. It is the prodcuers responsibility ro promote their own product and encouraging excessive consumption is also wrong on the government's end. However, I do feel they have an obligation to monitor the promotion of alcohol and ensure that honest messages are reaching the appropriate audiences.

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Ashley Glezer
9/1/2022 11:34:22 pm

I believe that alcohol should be allowed to be advertised, but in a legal and intentional way. Alcohol should not be advertised to minors as “trendy” or “cool” or “appealing” in any sorts of way in the U.S., because first and foremost, minors consuming alcohol is illegal. Since the legal age in the U.S. is 21, I believe that advertising the consumption of alcoholic beverages to this age demographic and up is acceptable.
However, alcohol is not something that you can promote “more” and “more” of without flirting with ideas of unhealthy habits, which is unfortunately common in the U.S. I believe brands should promote safe drinking and moderation. Japan encouraging people to drink more alcoholic beverages is not necessarily promoting “unhealthy behaviors” but is a risky way of gaining money due to decreased tax revenue. Considering the multi-million dollar decrease in sales of liquor in Japan, the promotion of alcoholic beverages is almost a reminder to consumers, but also benefits the government. I do not agree with a government promoting higher alcohol consumption for more money, especially when high consumptions of alcohol can lead to unhealthy habits and unsafe drinking, but I can understand the economic challenges in store the government may be considering. Overall, the consumption of alcohol should never be “pressured” or “forceful” which is conflicting when the government is backing promotions, as seen in Japan. Any company strives for their consumers to want their products, however when in the business of promoting alcoholic beverages, companies should never advertise with the intention of their consumers “needing” alcohol. The line of morale and standards within the promotion of alcohol can blur, but I believe with intentionality, it is safe and up to the consumers to purchase and consume at their own risk.

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Thomas Murray
9/2/2022 08:20:47 am

I personally think it should be okay to advertise alcohol but there should be some limits or bounds in doing so. First off there should be no promotion of alcohol to minors. This is where we can see problems as I see it as a gray area. Look at what time of the year it is, it's fall which means football season and tailgating. While it would be wise for brewery to conduct its marketing efforts towards those tailgaters how many are underage? I feel like it is a very fine line that producers of alcoholic products face. Another no no in my eyes is referring to excessive use. It was mentioned in the article but targeting towards people who battle addiction is in no way ethical. This could be one of the most mindless campaigns we would see. Instead promoting the product in moderation is the only way companies should market alcohol. I do think in the grand scheme of things the alcohol ads that I have seen do a good job of this. Of course, there are a few that come across as targeting younger audiences, but I do not think they carry too much of an influence.

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Danny
9/2/2022 11:39:14 am

I believe that this article is spot on. I understand and have nothing wrong with companies that promote the alcohol that they create. I believe it can not uphold societal values if they do advertise drinking in excess, however, I believe that is rarely the case today. On the other hand, I believe it is morally wrong for the Japanese government to advertise alcohol for their own financial benefit. This seems like an attempt to take advantage of citizens in my opinion. Alcohol can be just as if not more damaging then many drugs in the wrong hands, and I doubt a government would get behind the promotion of illegal/recreational substances.

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Quinn Yokoyama
9/10/2022 01:52:08 pm

I believe that if it does lead to a increase alcoholic excessives and also is more dangerous than any forms of excesives from being marketed by a government then it would make no sense. Since the government is meant to protect people it should care about the organ failures alcohol does and also driving. Drunk driving is a serious offense. Its something that would cause a huge outcry and make them not trust government policies as much as before for promoting dangerous behaviors all for wanting more tax revenue.

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Kayla Amels
9/11/2022 02:54:05 pm

I, personally, do not see anything wrong with the production and consumption of alcohol. As long as individual knows how to responsibly take care of their body and understand what is going in, they can do as they please. However, the article is not about the consumption of alcohol, rather its about the promotion of alcohol through advertisement. The article does a good job of balancing the company's need to advertise so that they sell their product, and the inappropriate behavior of the government encouraging more consumption of alcohol. If the government was viewed as a business, it would make sense that they need to advertise to make more money. However, the government is not a business and its job is to serve and protect the citizens. Promoting a potentially harmful substance so that they can increase their income shows that the government is more concerned with business than the well-being of the citizens. The decision to drink alcohol or not is a personal decision and there is no need for the government to encourage you to drink more simply because they need money. The example of the businesses advertisement shows that they are not trying to increase the drinking habits of the people, but they are just trying to promote their product. People with the ability and resources to market to large audiences need to understand that they have a greater responsibility to benefit the public and not promote bad behavior.

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Ethan Kiggins
9/12/2022 10:59:36 am

I believe that the overall promotion of alcohol is not negative in anyway. A person should be able to decide when they have consumed too much alcohol, and when they should stop. I do think as the article states, some of the ways of promotion of the consumption of alcohol is a bit off. The Japanese government should not in my opinion be promoting alcohol because they should be looking and trying to promote the overall well-being of their citizens instead of trying to boost their economic status. The promotion of people with an addition to alcohol is in no way ethical by any means. People struggling with an alcohol addiction should not be the target of a marketing bid of the consumption of alcohol. This is not ethical by any means and should not be tolerated by anyone who is in the marketing business.

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ava matty
9/13/2022 03:53:40 pm

I personally think that it is ok to advertise alcohol. However I can see both pros and cons to why alcohol should/shouldn't be advertised. For example, alcohol should not be advertised to minors, since that is illegal. Underage drinking is becoming more and more of a problem, which is why it should be advertised to the right crowds. I think in a business perspective, it should be advertised so businesses can make income off their product. When alcohol is advertised as a coping mechanism however, it becomes wrong. Thats when addiction, and overconsumption can become a problem for consumers. So, I think overall it is ok to advertise alcohol, along as its being reached to the right audiences, and in the right ways.

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Paige Miller
9/13/2022 05:56:02 pm

The justification for advertising alcohol is hard to support, especially when it is the government that is doing the advertising. Firstly, the government should not be advertising any product. The government is not meant to be a company selling goods, it is meant to guide and protect its people. The government should be unbiased in regards to a product, unless it somehow breaks the law. A good point was brought up, most companies selling alcohol are not promoting more consumption, rather the consumption of their product over another. Companies selling alcohol are not questioned when advertising their product because their purpose is to sell products and make a profit. That is where they fit in the world. However, the government’s job is not to sell products and make a profit, although the government makes money of course, but they are not meant to market products to society, particularly ones that could cause harm. The government supporting a product has much more weight than a company because the government plays such an important role in everyone’s lives. If the government markets the consumption of alcohol, some citizens may consume it excessively simply because they believe it was endorsed by the government. The issue is not the advertisement of alcohol, but the organization and their audiences as well as how the message will be received by the audience.

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Alyssa Meier
9/14/2022 10:19:42 am

In my opinion I think it is perfectly fine to advertise alcohol. Although I believe it is okay to advertise it, I also believe that there should be some rules/laws in place regarding it. Since the consumption of alcohol is only legal past the age of 21, I think that advertisements for it should only be displayed to that age range in order to help prevent premature drinking. Alcohol can lead to many life and family problems when it comes to some people, but not all since most adults consume alcohol responsibly. That is why I believe it is only fair for alcohol companies to be able to advertise.

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Kasey Wolf
9/14/2022 10:53:59 am

I personally believe that alcohol like any product should be allowed to be marketed to the public. However, I do not support marketing the excessive use of alcohol due to the many detrimental effects of it. Japan for example should not be advertising to its citizens to drink more so that the government can generate more money. That is unmoral and simply wrong. I support the free market but also that of a moral one that doesn't invite people to make bad life decisions.

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Dylan Yoder
9/14/2022 02:42:28 pm

I have no issue with the consumption or the marketing of alcohol in society. However, I do not think it is appropriate for any type of government to market it for the sake of revenue. Alcohol is a huge industry worth billions so it makes sense that the Japanese government would like to draw from it. It does not excuse the encouragement to consume because of the many problems that exist due to overconsumption and alcohol abuse. Encouraging this behavior would merely be stoking a fire that has already grown out of control. Once again, I have no problem with the consumption of alcohol but I feel that it should not be given the opportunity to be abused further than it already has.

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Maddie
9/14/2022 04:33:45 pm

In a general sense I agree that advertising alcohol is okay. I do think that with advertising it there should be limitations such as not advertising to teenagers and not encouraging the overuse of it. But I do disagree with the Japanese government advertising alcohol and encouraging citizens to drink more. I think by the government doing that, specifically with the purpose of making more money, that crosses ethical lines. I think the government should be in place, like the article said, to protect us, not put us in harms way. If people want to consume alcohol and companies want to advertise it, that is totally fine, but that is not something a government should be doing.

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Eliana Hamon
9/14/2022 06:25:25 pm

In my opinion I think that Alcohol should be advertised to people over the age of 21. I do not agree though that the Japanese government is using advertisement to grow its tax revenue through alcohol purchase. Though if many companies did not advertise on tv or through social media they would not have the businesses that they currently have, many companies can’t filter what audience see’s their advertisement on tv they can filter who looks at their social media pages by setting age limits to 21 and older. Though I believe they shouldn't be encouraging people to drink excessively due to the many health factors it could bring like heart and liver disease. The article did say though that a cup of wine could be beneficial to someone's health and can be used as a digestive aid.

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Chris Beatty
9/14/2022 07:21:58 pm

I have no problem with alcohol being advertised, only if it's for the right people. I've seen many products associated with alcohol such as smoking, vaping, etc. targeted toward teens and underage groups. That's mindless marketing at its finest, but it's kind of what we expect to see from a company, but not so much from the government. I think it's bad Japan would try to promote any sort of alcohol consumption for money. You can't have laws and say your purpose is to protect people and then encourage them to participate in dangerous activities. Governments should not promote alcohol use in anyways. They need to instead enforce laws that can only be advertised to people 21 or older and not to underage people in anyways. Alcohol marketing should always be Mindful, never mindless.

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Matt Puleo
9/14/2022 08:39:57 pm

I don't see a problem with alcohol being advertised the right way. If they are respectful and are not attempting to force the purchase and consumption of alcohol on someone I believe that is good advertising. I also think that I it is not wise to advertise excessive consumption of alcohol to those who do drink. This could increase the number of alcoholics. There are many things in the world that are not bad things however used incorrectly it can be bad. I believe that alcohol falls under this category where it can be dangerous when misused, therefore the marketing teams for alcohol companies much be wise when making advertisements.

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Allison
9/14/2022 08:47:53 pm

I personally do not have an issue with alcohol being advertised in an ethical way. Alcohol ads are often not encouraging excessive, unhealthy drinking patterns and are often only on channels that target people of legal drinking age. So advertising of alcohol is okay as long as it is ethically produced and is not encouraging bad or illegal behaviors. I also think there is a time and a place for alcohol ads. Companies should be very proactive about not promoting alcohol in the presence of those under the legal drinking age. Even though I don't find an issue with the advertisements themselves, I also don't think a government itself should be encouraging the consumption of alcohol simply to get more tax money. Alcoholism is an issue, and I think it is wise for governments to not take a stand for or against drinking. These advertisements must be done very mindfully, and needs to be approached with much caution.

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Ryan Parise
9/15/2022 12:05:37 am

I personally believe that alcohol should be allowed to be promoted and I do not see an issue with it. I think that alcohol companies should focus more on commercials that show casual drinking, rather than heavy partying to avoid the risk of their consumers abusing it. But it's a difficult product to advertise, because as you said it can be seen by kids. At the same time if you familiarize and make kids feel as if drinking alcohol is a casual thing, then they'd be less prone to abusing it to be "cool". Other countries do not struggle with as much alcohol abuse as the U.S. because they grow up consuming it casually like any other thing, but teenagers see this as a risky thing to do and use since it's illegal. So by advertisers being able to show it and not hide it from young adults and kids, this could benefit more than hiding the advertising of the product. At the same time Jesus did alcohol and it's not against the bible to drink, so I do not see an issue in a faith based aspect.

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Luke Ott
9/15/2022 11:27:43 am

In my opinion I believe that alcohol should be allowed to be advertised towards the right crowd. When people under the age of 21 are being advertised to about alcohol, that is mindless marketing. It is sickening to read that Japan would be greedy enough to encourage drinking for one purpose... money. As a christian I don't think anyone of age should be constantly purchasing alcohol to get drunk, it is a bad habit to fall into. And the government definitely should not be promoting drinking.

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