The global expansion of alcohol marketing: illustrative case studies and recommendations for action

As evidence emerges showing alcohol's significant share of the global burden of disease, alcohol sales have flattened in the developed countries, but sales are rising in developing and post-communist countries. A three-year study sought to assess the growing impact of global alcohol transnationals in the developing and post-communist countries. Case studies in three countries--Malaysia, Zimbabwe, and Estonia--provide concrete examples of current global alcohol marketing policies and procedures. Recommendations stress the need for national and local governments, international bodies, non-governmental organizations, and the global alcohol companies to adopt specific measures designed to achieve improved monitoring of alcohol problems, greater public awareness of alcohol's impact, stronger and more effective regulation of the alcohol trade, and greater restraint on the part of the companies. Alcohol problems are too serious and too preventable for the world to be left thirsting for action.