Counter-marketing refers to the use of commercial marketing tactics to reduce the prevalence of substance use, primarily to help reduce adult binge drinking.
What is this strategy?
Counter-marketing refers to the use of commercial marketing tactics to reduce the prevalence of substance use. Counter-marketing attempts to counter pro-substance influences and increase pro-health messages and influences throughout a state, region, or community.
Alcohol, warning posters are notices or signs located in retail establishments that provide information related to the legal, social, and health consequences of alcohol substance use. Posters may be required by state or local law or used voluntarily by retail establishments.
Posters may include information on:
- The legal penalties and consequences of providing/selling to underage or intoxicated persons.
- The legal penalties for underage possession of alcohol.
- The establishment’s policies and practices on checking customers’ age identification and refusing sales to intoxicated persons.
- Risks associated with alcohol consumption during pregnancy.
- Risks of consuming alcohol, while taking certain medications and/or prior to driving motor vehicles and operating heavy machinery.
Has this strategy been proven to be effective?
Key Activities for implementation:
- Clarify the goals and intended outcomes of the strategy
- Identify the components of a comprehensive strategy
- Determine the key planning steps necessary to implement the strategy
- Build a “workgroup” to implement the strategy
- Considerations: Know your target audience and what you want to accomplish
The Elaboration Likelihood Model of Persuasion
Alcohol Counter-Advertising and the Media: A Review of Recent Research
When should I consider implementing this strategy?
When there is an abundance of alcohol advertising, billboards, and alcohol signage in bars/restaurants
How do I implement this strategy?
Key activities for implementation:
- Clarify the goals and intended outcomes of the strategy
- Identify the components of a comprehensive strategy
- Determine the key planning steps necessary to implement the strategy
- Build a “work group” to implement the strategy
- Considerations: Know your target audience and what you want to accomplish
CADCA Alcohol Warning Posters/Counter-Marketing Presentation