Alcohol advertising and public health: systems perspectives versus narrow perspectives

BACKGROUND

Alcohol consumption is influenced by a complex causal system of interconnected psychological, behavioural, social, economic, legal and environmental factors. These factors are shaped by governments (eg, licensing laws and taxation), by consumers (eg, patterns of alcohol consumption drive demand) and by alcohol industry practices, such as advertising. The marketing and advertising of alcoholic products contributes to an 'alcogenic environment' and is a modifiable influence on alcohol consumption and harm. The public health perspective is that there is sufficient evidence that alcohol advertising influences consumption. The alcohol industry disputes this, asserting that advertising only aims to help consumers choose between brands.

METHODS

We review the evidence from recent systematic reviews, including their theoretical and methodological assumptions, to help understand what conclusions can be drawn about the relationships between alcohol advertising, advertising restrictions and alcohol consumption.

CONCLUSIONS

A wide evidence base needs to be drawn on to provide a system-level overview of the relationship between alcohol advertising, advertising restrictions and consumption. Advertising aims to influence not just consumption, but also to influence awareness, attitudes and social norms; this is because advertising is a system-level intervention with multiple objectives. Given this, assessments of the effects of advertising restrictions which focus only on sales or consumption are insufficient and may be misleading. For this reason, previous systematic reviews, such as the 2014 Cochrane review on advertising restrictions (Siegfried et al) contribute important, but incomplete representations of 'the evidence' needed to inform the public health case for policy decisions on alcohol advertising. We conclude that an unintended consequence of narrow, linear framings of complex system-level issues is that they can produce misleading answers. Systems problems require systems perspectives.

Attitudes to walking and cycling among children, young people and parents: a systematic review

BACKGROUND

Promoting walking and cycling as a part of everyday activity is seen as a strategy for tackling obesity and chronic disease. Policy needs to be based on evidence about people's views of walking and cycling as well as effects of interventions.

METHODS

Studies of the views of children, young people and parents about walking and cycling were searched for systematically, and a framework analysis applied. The findings were synthesised and compared with the findings of an effectiveness review of interventions for encouraging walking and cycling as an alternative to motorised transport.

RESULTS

The synthesis of views described a culture of car use, fed by a fear and dislike of local environments and parental responses that emphasised children's safety at the expense of developing their independence, despite children expressing responsible attitudes towards transport choices. Comparison with effectiveness literature found that most evaluated interventions targeted only the public's fear and dislike of local environments.

CONCLUSION

Interventions need to address pedestrian and cyclist safety, perceptions of risk, and parental norms regarding children's independence.