Table 1.

Five common alcohol industry claims about the effects of advertising on consumption.

Claim	Example of Claim, and Source
1. Advertising primarily affects brand choice/market share: The primary purpose of advertising is to affects brand choice, thus increasing market share (i.e., not stimulating total consumption)	“In a mature market, the purpose of marketing is to differentiate among individual branded products—it aims to increase market share”. [5]
2. Advertising does not, and is not intended to, stimulate consumption: Advertising does not create demand, or affect consumption	“…advertising is very effective in achieving brand-switching but has, at most, a marginal impact on total consumption.” “… advertising is part of a producer response to consumer demand.” [6,7]
3. Any observed relationship between advertising and consumption is not causal	“There are no studies of alcohol advertising which can effectively trace the ‘effect’ of an ad from exposure through purchase to subsequent consumption behaviour. There is no reliable research which demonstrates a causal link between advertising and consumption” [8]
4. Advertising does not promote or condone irresponsible or harmful drinking	“The Scotch Whisky industry takes seriously its commitment to marketing products to consumers in a responsible way. Responsible advertising is fundamental for Scotch Whisky producers.… …distillers are not looking for consumers at any cost”. [9]
5. Young people: Advertising has no influence on young people, or on encouraging drinking in young or underage people	“Alcohol advertising and/or sports sponsorship do not target nor do they influence young people in their attitudes to drinking and drinking behaviour…” [10]