Study pours cold water on ‘responsible drinking’ ads

An Irish “responsible drinking” campaign by multinational drinks group Diageo could do more harm than good, a study shows.

Researchers analysing Diageo’s ‘Stop out of Control Drinking’ campaign in Ireland fails to address key issues like minimum pricing and marketing controls.

They accused Diageo of presenting alcohol harm as a behavioural problem rather than a health issue, a tactic also employed by the tobacco industry.

Research published in the journal PLOS ONE by experts in the UK and Ireland analysed newspaper articles, media interviews, and social media activity relating to the campaign, and concluded that ‘Stop out of Control Drinking’ lacked independence from Diageo.

Study pours cold water on ‘responsible drinking’ ads

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