‘Responsible drinking’ programs and the alcohol industry in Brazil: Killing two birds with one stone?

Daniela Pantani, Robert Sparks, Zila M. Sanchez, Ilana Pinsky

The last two decades have seen a sustained emphasis in research on the effects of alcohol marketing on alcohol consumption. The benefits of this work include an increased understanding in the health community and general population of the importance of regulating alcohol marketing to help reduce related harm. As part of this effort, researchers have analyzed the communication strategies and impacts of alcohol industry responsible drinking programs (RDPs) in North America, Australia and Europe (Barry & Goodson, 2010; Munro, 2004; Wallack, 1992).

However, although these studies found that RDPs were not effective prevention strategies and had more to do with public relations than public interest (DeJong, Atkin, & Wallack, 1992; Wolburg, 2005), this line
of research has remained underdeveloped in Brazil.  1-s2.0-S0277953612004820-main.pdf