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Alcohol advertising does not influence amount of alcohol consumption, research claims


By The Drum Team | Editorial

April 24, 2012 | 2 min read

The majority of people are not influenced by advertising when it comes to their alcohol consumption, new research has claimed.

According to research conducted by communication agency G2 Joshua, 90% of the 2,000 consumers involved in the research, said that the amount they drank would remain the same whether there was a ban on alcohol advertising or not.

48% did however admitted that their loyalty to a brand was influenced by advertising, mainly 18-24 year olds.

Men were more influenced by alcohol advertising that women, with 53% of men agreeing that alcohol adverts affected their loyalty, in comparison to 45% of women.

Research also examined the influence of alcohol brand loyalty regionally, with 55% of respondents from the south east claiming that a ban on alcohols advertising would impact their choice, following by the West Midlands (53%), Scotland (53%) and the East Midlands (52%).

Bobby Hui, executive planning director at G2 Joshua, commented: “Alcohol advertising is already heavily regulated and therefore in reality, as our research indicates, any complete ban on the practice would have minimal effect. However, the study does demonstrate just how effective advertising can be on people’s brand loyalty, particularly in a climate of heavy regulation. In light of David Cameron introducing new regulations over pricing and marketing of alcohol, our research shows just how important advertising can be for brand choice and the potential impact this could have on consumer loyalty.”

Image courtesy of Shutterstock

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G2 Joshua

G2 Joshua is one of the leading creative communications agencies in the UK, integrating technology, social media and data solutions into brand based communications.

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