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Alcohol and Alcoholism Advance Access published online on September 29, 2004
Alcohol and Alcoholism, doi:10.1093/alcalc/agh101
© 2004 by Medical Council on Alcohol
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Received June 24, 2004

Invited Commentary

ALCOHOL BRANDS IN YOUNG PEOPLES' EVERYDAY LIVES: NEW DEVELOPMENTS IN MARKETING

SALLY CASSWELL 1*

1 SHORE (Centre for Social and Health Outcomes Research and Evaluation) Massey University, Auckland, New Zealand

* To whom correspondence should be addressed. E-mail: s.casswell{at}massey.ac.nz.


  Abstract

New developments in alcohol marketing are likely to be particularly important for younger members of the population both because of their use of new technology and the role brands play in their lives. This paper discusses the response of young people to this marketing, the functions it fulfils for the alcohol industry and the need for new policy responses.


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