A new study has shed light on how advertisements for alcoholic, alcohol-free and low-alcohol drinks affect what people choose to buy.
The research, funded by the NIHR Oxford Health Biomedical Research Centre (OH BRC), was carried out by researchers in OH BRC’s Preventing Multiple Morbidities Theme, the University of Oxford and Oxford Brookes University.
The full paper, “Effects of brand-matched alcoholic and alcohol-free and low-alcohol drinks adverts on drink selections: A United Kingdom-based randomised controlled trial in an experimental online supermarket” was published in Addiction.
The study involved 1,638 adults aged 18 to 91 from across the UK who regularly consume alcohol. Participants were asked to complete a shopping task in a simulated online supermarket after watching short video adverts.
They were randomly assigned to watch one of three advert options: adverts for alcoholic drinks, adverts for alcohol-free or low-alcohol drinks (often called “NoLo” drinks) from the same brands, or unrelated adverts for batteries.
Researchers wanted to understand whether adverts for NoLo drinks, which often share branding with alcoholic versions, might encourage healthier choices or, conversely, promote alcohol indirectly. This is important because NoLo adverts are usually exempt from restrictions on alcohol advertising, raising concerns about “surrogate marketing”, where adverts for low-alcohol drinks also promote the sale of alcoholic versions.
The study found that the group of people who watched NoLo adverts were more likely to select the advertised product compared to those who saw unrelated adverts. However, the evidence that these adverts led to choosing more alcoholic drinks was less clear. While there was a slight increase in selecting alcoholic versions among those exposed to NoLo adverts, this was not statistically significant.
Interestingly, brand recall was strong across all groups. Nearly 60% of participants remembered the advertised brand, and among those who saw NoLo adverts, almost half mistakenly thought they had seen an advert for the alcoholic version. This suggests that NoLo advertising may reinforce brand recognition, which could influence future drinking behaviour.
Dr Ru Jia, OH BRC Preventing Multiple Morbidities Theme researcher and paper lead author said:
“Alcohol is a major risk factor for poor health worldwide and reducing harmful drinking is a public health priority. The findings highlight a potential loophole in advertising regulations. Even when promoting alcohol-free products, brands may still strengthen associations with their alcoholic counterparts. Policymakers may need to consider whether current rules adequately prevent indirect promotion of alcohol.
“This research provides valuable evidence for ongoing debates about alcohol marketing and its impact on health. As NoLo drinks become more popular, understanding these effects will help shape policies that truly support healthier choices.”
For more information about OH BRC’s work email: ohbrcenquiries@oxfordhealth.nhs.uk
