Assessing the Cumulative Impact of Alcohol Marketing Communications on Youth Drinking

Lead Research Organisation: University of Stirling
Department Name: Marketing and Retail

Abstract

Consumer involvement will form an integral part of the research process. It is proposed that an advisory panel that includes young people will be set up at an early stage to review the progress of the research and discuss issues that arise. The views of the advisory panel will also have a key role to play in informing the development of subsequent policy interventions and social marketing strategies. The results and implications of each stage of the study will be disseminated to the wider public through the development of a dedicated section on the ISM web site and will be responsive to consumer feedback.

Technical Summary

The last decade has seen a significant increase in alcohol consumption in the UK and a growth in binge drinking amongst young people. These trends have been responsible for raising particular health concerns as there is now clear evidence of a link between regular recreational alcohol use in adolescence and alcohol dependence in early adulthood. This study aims to examine the marketing communication techniques used by the UK alcohol industry to assess its impact on youth drinking and risk taking during the period when most young people start experimenting with alcohol, from ages 13-15. It will address four deficiencies in the current evidence base. Firstly, whilst the evidence indicates that alcohol promotion has a reinforcing effect on young people?s drinking, there is a paucity of research to establish whether or not it is implicated in the onset of drinking and harmful drinking patterns. Secondly, the evidence focuses almost exclusively on traditional ?above-the-line? advertising (television, billboards, magazine advertising etc) and fails to take account of new, largely unregulated interactive media such as the internet and the mobile phone. Thirdly, no attempt has been made to examine the cumulative impact of marketing communications in establishing evocative alcohol brands. Finally, no one has checked for any differential effect on gender and by affluence and deprivation. The study will address these gaps and play a proactive role in developing evidence-based policy to respond with countervailing social marketing and smarter regulation.

Publications


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Casswell S (2012) The International Alcohol Control (IAC) study-evaluating the impact of alcohol policies. in Alcoholism, clinical and experimental research
Gordon R (2010) The impact of alcohol marketing on youth drinking behaviour: a two-stage cohort study. in Alcohol and alcoholism (Oxford, Oxfordshire)
Gordon R (2010) Critical social marketing - The impact of alcohol marketing on youth drinking: Qualitative findings in International Journal of Nonprofit and Voluntary Sector Marketing
Hastings G (2011) Alcohol marketing to children. in BMJ (Clinical research ed.)
Hastings G (2010) Failure of self regulation of UK alcohol advertising. in BMJ (Clinical research ed.)
 
Description Alcohol Focus Scotland Board
Geographic Reach Local/Municipal/Regional 
Policy Influence Type Membership of a guideline committee
Impact Membership of the Alcohol Focus Scotland Board; AFS is the leading alcohol MGO in Scotland.
 
Description Alcohol Focus Scotland Board Member, Meeting on 9 March 2016
Geographic Reach National 
Policy Influence Type Participation in a advisory committee
Impact Guiding Scottish Government alcohol policy
 
Description Alcohol Focus Scotland Seminar. Co-organiser & presenter with David Jernigan. Alcohol Marketing & Scotland's Young People. Edinburgh, 15 July 16
Geographic Reach National 
Policy Influence Type Participation in a advisory committee
Impact Guiding Scottish Government alcohol policy
 
Description August 19 CMO Alcohol Guidelines Review meeting of the Behavioural Experts Group
Geographic Reach National 
Policy Influence Type Membership of a guideline committee
Impact The Committee has been established to rethink Government guidelines on alcohol consumption levels.
 
Description BMA Board of Science
Geographic Reach National 
Policy Influence Type Membership of a guideline committee
Impact Membership of the BMA board of science, the group that leads BMA thinking on key health and public health issues.
 
Description BMA Board of Science - member. Meeting 26 May 16
Geographic Reach National 
Policy Influence Type Participation in a advisory committee
Impact Exploring novel approaches to public health
 
Description CMOs Review of Alcohol Guidelines: Behavioural Expert Group - Sept 15
Geographic Reach National 
Policy Influence Type Implementation circular/rapid advice/letter to e.g. Ministry of Health
Impact New guidelines on alcohol consumption issued by the CMOs.
 
Description Chairing MSP sponsored meeting in the Scottish Parliament on behalf of AFS to discuss industry influence on alcohol policy
Geographic Reach National 
Policy Influence Type Gave evidence to a government review
Impact This formal meeting in the Scottish Parliament discuss the implications of the Cambridge et al's exposé on alcohol industry policy influence with senior parliamentarians.
 
Description Chairing Symposium on the Relationship between Public Health and Big Business
Geographic Reach National 
Policy Influence Type Citation in other policy documents
Impact Establishment of working group to look at how public health and big business should, and should not, interact.
 
Description Challenges for evidence in law and public health workshop, Uni og Cambridge. Invited expert, debate participant. Cambridge, 9 Feb 16
Geographic Reach National 
Policy Influence Type Participation in a advisory committee
Impact Exploring novel approaches to public health regulation
 
Description Charing FORETE research funding committee. Invited Chair, Stockholm, 16 Oct 16
Geographic Reach Multiple continents/international 
Policy Influence Type Membership of a guideline committee
Impact Guiding Swedish public health research
 
Description Conference call with DG CNECT of the European Commission to discuss research study on alcohol advertising - 22 October 2013
Geographic Reach Europe 
Policy Influence Type Gave evidence to a government review
Impact The EC has rethought it's methods for assessing the impact of marketing on young people in a way which fits better with the evidence base. A research call on these lines will emerge in 2014.
 
Description Health Promotion England review of alcohol policy. Invited expert - participation in meetings & reviewing of conclusions, 2015/2016
Geographic Reach National 
Policy Influence Type Membership of a guideline committee
Impact Summarised and accredited the evidence base
 
Description Health Select Committee and UK Alcohol Strategy
Geographic Reach Europe 
Policy Influence Type Gave evidence to a government review
 
Description International Seminar Models to Regulate Alcohol Marketing in Belgium. Invited Expert for presentation and advice. Brussels, 6 December 2016
Geographic Reach Europe 
Policy Influence Type Membership of a guideline committee
Impact Launched a long term policy investigation
 
Description Invited Expert to the working group on the design of a future study on alcohol advertising co-chaired by DG SANCO and DG CNECT
Geographic Reach Europe 
Policy Influence Type Membership of a guideline committee
Impact The EC has rethought it's methods for assessing the impact of marketing on young people in a way which fits better with the evidence base. A research call on these lines will emerge in 2014.
 
Description July 22 meeting of the Advisory Board for the evaluation of the UK Responsibility Deals, LSHTM
Geographic Reach National 
Policy Influence Type Membership of a guideline committee
 
Description Launch of the Independent Alcohol Strategy
Geographic Reach National 
Policy Influence Type Membership of a guideline committee
 
Description November 14 CMO Alcohol Guidelines Review meeting of the Behavioural Experts Group
Geographic Reach National 
Policy Influence Type Membership of a guideline committee
Impact The Committee has been established to rethink Government guidelines on alcohol consumption levels.
 
Description Preparation of a commissioned working paper - Measuring Alcohol Marketing Harm
Geographic Reach Europe 
Policy Influence Type Gave evidence to a government review
 
Description Presentation to the Alcohol Focus Scotland Board on Corporate Power
Geographic Reach Local/Municipal/Regional 
Policy Influence Type Citation in other policy documents
Impact Establishment of working group to look at how public health and big business should, and should not, interact.
 
Description Private members bill by Sarah Wollaston
Geographic Reach National 
Policy Influence Type Citation in other policy documents
 
Description Révision des repères de consommation d'alcool français. Invited expert - advice to French government. Paris, 9 December 2016
Geographic Reach National 
Policy Influence Type Gave evidence to a government review
Impact Guiding French Government alcohol policy
 
Description Scottish Government International Expert Panel on Alcohol Policy
Geographic Reach Local/Municipal/Regional 
Policy Influence Type Membership of a guideline committee
Impact Help establish international advisory group on alcohol policy. Scottish Government Ministers.
 
Description Symposium on Tobacco, Alcohol & the SDGs: Challenges for global health governance. Invited rappourteur, Edinburgh, 29 June 2016
Geographic Reach National 
Policy Influence Type Membership of a guideline committee
Impact Exploring novel approaches to public health
 
Description ALICE RAP
Amount £103,000 (GBP)
Organisation European Commission (EC) 
Sector Public
Country European Union (EU)
Start 04/2011 
End 03/2016
 
Description Alcohol Brief Interventions in Dentistry: Qualitative Exploration with NHS Dentists, The Practice Team and Members of the Public
Amount £13,800 (GBP)
Organisation NHS Health Scotland 
Sector Public
Country United Kingdom of Great Britain & Northern Ireland (UK)
Start 09/2010 
End 06/2011
 
Description Alcohol Strategy Document
Amount £81,000 (GBP)
Organisation Cancer Research UK (CRUK) 
Sector Charity/Non Profit
Country United Kingdom of Great Britain & Northern Ireland (UK)
Start 03/2011 
End 06/2013
 
Description Brand Level Regulation in the UK Alcohol Market: A Pilot Study
Amount £12,000 (GBP)
Organisation Cancer Research UK (CRUK) 
Sector Charity/Non Profit
Country United Kingdom of Great Britain & Northern Ireland (UK)
Start 12/2015 
End 03/2016
 
Description Investigating the Effectiveness of Education in Relation to Alcohol - Phase 1
Amount £4,300 (GBP)
Organisation Alcohol Research UK 
Department Alcohol Education and Research Council (AERC)
Sector Charity/Non Profit
Country United Kingdom of Great Britain & Northern Ireland (UK)
Start 11/2009 
End 02/2010
 
Description Investigating the Effectiveness of Education in Relation to Alcohol - Phase 2
Amount £40,200 (GBP)
Organisation Alcohol Research UK 
Department Alcohol Education and Research Council (AERC)
Sector Charity/Non Profit
Country United Kingdom of Great Britain & Northern Ireland (UK)
Start 08/2010 
End 04/2011
 
Description UK Centre for Tobacco and Alcohol Studies (UKCTAS)
Amount £285,390 (GBP)
Funding ID MR/K023195/1 
Organisation Medical Research Council (MRC) 
Sector Academic/University
Country United Kingdom of Great Britain & Northern Ireland (UK)
Start 09/2013 
End 08/2018
 
Title Questionnaire Survey 
Description The research team developed a tailored questionnaire survey to measure alcohol marketing awareness and involvement; and youth drinking behaviour. The measures used to assess drinking behaviour in particular were innovative and designed to more accurately reflect behaviours. 
Type Of Material Improvements to research infrastructure 
Year Produced 2007 
Provided To Others? Yes  
Impact The survey design has enabled more accurate recording of measures required to carry out the research. 
 
Description CRUK and BLT (plus other NGOs) 
Organisation Cancer Research UK (CRUK)
Country United Kingdom of Great Britain & Northern Ireland (UK) 
Sector Charity/Non Profit 
PI Contribution Providing leadership role.
Collaborator Contribution Leadership, drafting, convening meetings and finalising content.
Impact Still in progress.
Start Year 2011
 
Description Glasgow City Council 
Organisation Glasgow City Council
Country United Kingdom of Great Britain & Northern Ireland (UK) 
Sector Public 
PI Contribution The research team worked in partnership with the council to draw the study sample, including providing information, materials and resources.
Collaborator Contribution The council provided assistance with resources and databases to allow us to invite young people to take part in the quantitative survey element of the project. They are also alerted to the study and ready to use its findings in the preventative activities.
Impact This collaboration facilitated the drawing of the study sample.
Start Year 2006
 
Description Massey University 
Organisation Massey University
Country New Zealand 
Sector Academic/University 
PI Contribution Members of the research team have gone on exchange visits to the team at Massey to share information, advice, data, and explore dissemination opportunities.
Collaborator Contribution The study is linked in with a sister exercise taking place in New Zealand led by Professor Sally Caswell which is funded by the Health Research Council of New Zealand. There have been exchange visits and data sharing during the course of the study, and the possibility of joint dissemination is being explored.
Impact This collaboration has enabled the sharing of valuable information, and the exchange of views which has aided the research process for both projects (Stirling and Massey).
Start Year 2007
 
Description North Lanarkshire Council 
Organisation North Lanarkshire Council
Country United Kingdom of Great Britain & Northern Ireland (UK) 
Sector Public 
PI Contribution The research team worked in partnership with the council to draw the study sample, including providing information, materials and resources.
Collaborator Contribution The council provided assistance with resources and access to schools to allow us to invite young people to take part in the quantitative survey element of the project. They are also alerted to the study and ready to use its findings in the preventative activities.
Impact This collaboration facilitated the drawing of the study sample.
Start Year 2006
 
Description STAP 
Organisation STAP (Dutch Institute for Alcohol Policy)
Country Netherlands, Kingdom of the 
Sector Charity/Non Profit 
PI Contribution Advice and consultancy on MAMPA
Collaborator Contribution Fieldwork in sub-Saharan Africa
Impact Reports and journal articles in production
Start Year 2012
 
Description South Lanarkshire Council 
Organisation South Lanarkshire Council
Country United Kingdom of Great Britain & Northern Ireland (UK) 
Sector Public 
PI Contribution The research team worked in partnership with the council to draw the study sample, including providing information, materials and resources.
Collaborator Contribution The council provided assistance with resources and access to schools to allow us to invite young people to take part in the quantitative survey element of the project. They are also alerted to the study and ready to use its findings in the preventative activities.
Impact This collaboration facilitated the drawing of the study sample.
Start Year 2006
 
Description UKCTAS - UK Centre for Tobacco and Alcohol Studies; and previously known as UKCTCS - UK Centre for Tobacco Control Studies 
Organisation University of Nottingham
Department UK Centre for Tobacco and Alcohol Studies
Country United Kingdom of Great Britain & Northern Ireland (UK) 
Sector Academic/University 
PI Contribution UKCTAS is a network of 13 universities (12 in the UK, one in New Zealand) funded by the UK Clinical Research Collaboration. Conducting research, teaching and policy work into tobacco and alcohol, both important public health concerns. We comprise of senior and junior researchers as well as PhD students and support staff.
Collaborator Contribution UKCTAS is a network of 13 universities (12 in the UK, one in New Zealand) funded by the UK Clinical Research Collaboration. Conducting research, teaching and policy work into tobacco and alcohol, both important public health concerns. We comprise of senior and junior researchers as well as PhD students and support staff.
Impact Conference papers Journal articles Policy reports (plain packaging) Stakeholder meetings
Start Year 2008
 
Description World Health Organization 
Organisation World Health Organization (WHO)
Country Global 
Sector Public 
PI Contribution Advice and consultancy on project MAMPA
Collaborator Contribution Facilitation of meetings and research (MAMPA)
Impact Reports and journal articles in production. Seminar in Congo
Start Year 2012
 
Description "Alcohol Drugs and Media Scene" Nordic Academic Network Conference, Helsinki 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Professional Practitioners
Results and Impact Keynote address
Year(s) Of Engagement Activity 2015
 
Description 1st Global Alcohol Policy Conference 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Type Of Presentation Keynote/Invited Speaker
Geographic Reach International
Primary Audience Policymakers/parliamentarians
Results and Impact 1st Global Alcohol Policy Conference, 13-15 Febuary 2012, Thailand. Spoke on the subject of elusive power of alcohol marketing. Organised by the Insitute for Alcohol Studies.

Raising the profile of alcohol marketing at a global level.
Year(s) Of Engagement Activity 2012
 
Description Alcohol Concern Wales 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? Yes
Type Of Presentation Keynote/Invited Speaker
Geographic Reach National
Primary Audience Policymakers/parliamentarians
Results and Impact Alcohol Concern Wales Annual Conference, 6 September 2012, Cardiff.

Supporting Alcohol Concern Wales in their work.
Year(s) Of Engagement Activity 2012
 
Description Alcohol Focus Scotland AGM 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? Yes
Type Of Presentation Keynote/Invited Speaker
Geographic Reach Regional
Primary Audience Policymakers/parliamentarians
Results and Impact AFS has been extremely succesful in influencing Scottish Government policy on alcohol - most especially on minimum unit pricing.

The Scottish Government's decision to pursue minimum unit pricing.
Year(s) Of Engagement Activity 2006
URL http://www.alcohol-focus-scotland.org.uk/
 
Description Alcohol Focus Scotland Meeting - May and September 2014 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? No
Geographic Reach Regional
Primary Audience Participants in your research and patient groups
Results and Impact Attended board meeting

To take things forward
Year(s) Of Engagement Activity 2014
 
Description Alcohol Marketing and Young People. Plenary. IOGT & WHO Workshop, Bratislava, Slovakia, 2 Sept 2016 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Policymakers/politicians
Results and Impact Alcohol public health policy
Year(s) Of Engagement Activity 2016
 
Description Alcohol NGO pre-meeting on alcohol advertising, Brussels 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? Yes
Geographic Reach International
Primary Audience Policymakers/parliamentarians
Results and Impact Successful meeting with the European Commission which will in turn lead to a research tender in 2014

In 2014 the EC DG SANCO and CNECT will launch a tender for pan-European study on alcohol advertising and young people following the route agreed at the NGO meeting
Year(s) Of Engagement Activity 2013
 
Description BBC Panorama 
Form Of Engagement Activity A press release, press conference or response to a media enquiry/interview
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Media (as a channel to the public)
Results and Impact BBC Panorama appearance on the topic of failure of self-regulation of alcohol marketing, 20 February 2012, London.

Raise profile of alcohol marketing.
Year(s) Of Engagement Activity 2012
 
Description BMA Board of Science - 22 Sept 14 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Policymakers/parliamentarians
Results and Impact Meeting to discuss strategies

Discussion and meeting
Year(s) Of Engagement Activity 2014
 
Description Blue Cross Norway 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Type Of Presentation Keynote/Invited Speaker
Geographic Reach International
Primary Audience Public/other audiences
Results and Impact Presentation to NGO's involved in alcohol abuse prevention.
Presentation to school children.
Meetings with NGOs.
Invited by the Head of the International Department for the Blue Cross NGO, Norway.
22-24 October 2012, Oslo and Trondheim, Norway.

Raising profile of alcohol marketing as a problem.
Year(s) Of Engagement Activity 2012
 
Description Challenging the Structures. Plenary. The National Alcohol Conference, Copenhagen, Denmark, 20 Jan 2016 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact Alcohol public health policy
Year(s) Of Engagement Activity 2016
 
Description Conference on Digital Alcohol Marketing - EHESP, Rennes - 6 June 14 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Participants in your research and patient groups
Results and Impact Co-organised conference

Gathered together people to discuss the topic
Year(s) Of Engagement Activity 2014
 
Description Congo Invite 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Type Of Presentation Keynote/Invited Speaker
Geographic Reach International
Primary Audience Public/other audiences
Results and Impact Review of MAMPA project - monitoring of alcohol marketing practices in Africa. Invited by WHO Africa Region. 4-5 October 2012, Brazzaville, Congo.

Helping the collecation of scientific data on alcohol marketing in sub-Saharan.
Year(s) Of Engagement Activity 2012
 
Description Digital Alcohol Marketing session at UICC in Melbourne - Dec 14 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/parliamentarians
Results and Impact Invited to organise and chair special session at UICC conference, this has yet to take place.

Doesn't take place until December 14
Year(s) Of Engagement Activity 2014
 
Description EU Alcohol Policy Network Symposium - Oct 15 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Professional Practitioners
Results and Impact Keynote address
Year(s) Of Engagement Activity 2015
 
Description Evidence to the House of Lords enquiry into the EU alcohol strategy - Oct 14 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/parliamentarians
Results and Impact Gave evidence

Contribute to enquiry
Year(s) Of Engagement Activity 2014
 
Description Failure of Self-regulation of Alcohol Marketing 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Type Of Presentation Keynote/Invited Speaker
Geographic Reach National
Primary Audience Health professionals
Results and Impact Invited speaker on the topic of failure of self-regulation of alcohol marketing. Organised by the Royal Society of Medicine/Alcohol Health Alliance, 7 February 2012, London, UK.

Raised profile of alcohol marketing as a problem.
Year(s) Of Engagement Activity 2012
 
Description GAP C (Global Alcohol Policy Conference) - Oct 15 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Professional Practitioners
Results and Impact Keynote address
Year(s) Of Engagement Activity 2015
 
Description IASO 'Obesity and Non-Communicable Disease: Challenges and Solutions' conference in New York, presentation on learning about corporate power from alcohol, tobacco and food industries 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? Yes
Type Of Presentation Keynote/Invited Speaker
Geographic Reach International
Primary Audience Policymakers/parliamentarians
Results and Impact A stengthened debate on a need to regulate corporate players in public health.

Changes in policy in developing countries - most notably the tax on sugar drinks in Mexico.
Year(s) Of Engagement Activity 2013
URL http://www.iaso.org/
 
Description Interview for BBC Inside Health - Broadcast Aug 14 
Form Of Engagement Activity A press release, press conference or response to a media enquiry/interview
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Public/other audiences
Results and Impact Gave interview for BBC Inside Health on Radio 4, recorded in June and broadcast in August - to share information.

Unknown
Year(s) Of Engagement Activity 2014
 
Description Invited Presentations 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? Yes
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact The following invited presentations have been made on the project:
Gordon R. (2010) Alcohol Marketing and Young People. (Alcohol Concern Annual Conference, London, November 2010).
Gordon R, Brookes O & Hastings G (2009) Alcohol Marketing and Young People: moving 'Below the Line.' (Swedish Presidency of the EU: Expert Conference on Alcohol and Health, Stockholm, September 2009). Gordon R (2009) Alcohol Marketing and Young People: The Scottish Perspective. (NYCI Alcohol Strategy Meeting, Dublin, February 2009). Gordon R (2008) The effect of different types of alcohol marketing on drinking behaviour: Are some types more harmful than others? (EUCAM Working Conference, Brussels, November 2008). Hastings G & Gordon R (2008) Behaviour Change: Lessons from Alcohol. (NCRI Conference, Berlin, October 2008). Gordon R (2008) Alcohol Marketing & Young People: Social Marketing - A Way Forward? (Eurocare General Assembly, Paris, September 2008). Gordon R (2008) Alcohol Marketing. (Angus DAAT Seminar, Forfar, July 2008). Gordon R (2008) Alcohol Marketing & Young People. (EU Alcohol Policy & Youth Network: Alcohol & Youth Conference, July 2008, Lisbon). Hastings G & Gordon R (2008) Impact of Alcohol Marketing & Communication on Youth. (EU Alcohol & Health Forum: Task force Marketing Communication, March 2008, Brussels). Gordon R (2008) Alcohol Marketing & Drinking Behaviour. (Changing Culture: The Impact of Alcohol in Renfrewshire, February 2008, Paisley). Gordon R & Hastings G (2007) Marketing and Advertising Alcohol. (PEN Network Event - Safer alcohol drinking in the east end meeting, August 2007, Glasgow). Gordon R & MacAskill S (2007) Drinking Cultures/Assessing the Impact of Alcohol Marketing on Youth Drinking. (Scottish Government National Communications Group, July 2007, Edinburgh). Gordon R, Hastings G & McDermott L (2007) Regulations and Legislation to limit advertising that may negatively influence the health behaviour of children and adolescents: current practice and evidence of effectiveness. (WHO Technical Meeting on Health, Education Achievements and Development, June 2007, Vancouver). Hastings G & Gordon R (2007) Marketing and Advertising Alcohol. (Scots on the Rocks: How Do We Solve Scotland's Drink Problem? Conference, May 2007, Edinburgh). Gordon R (2007) Women & Alcohol: The Role of Social Marketing. (Women & Alcohol in Scotland Conference, April 2007, Edinburgh). Gordon R (2006) Assessing the Cumulative Impact of Alcohol Marketing Communications on Youth Drinking. (Angus DAAT Expert Seminar: Emerging Issues In Alcohol, March 2006, Arbroath).

The range of invited presentations delivered to a range of audiences including policymakers, NGO's, interest groups, other stakeholders, health professionals and members of the public have publicised this important research and the topic are generally.
Year(s) Of Engagement Activity 2006,2007,2008,2009,2010
 
Description Key note address to NIHR School for Public Health Research (SPHR) Annual Scientific Meeting on corporate power 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? Yes
Type Of Presentation Keynote/Invited Speaker
Geographic Reach National
Primary Audience Other academic audiences (collaborators, peers etc.)
Results and Impact There is increasing concern in the public health community about the influence of the private sector on policy and practice. This presentation focused these concerns and enabled fruitful discussion.

Contribution to a crucial public health debate.
Year(s) Of Engagement Activity 2013
 
Description Keynote 'Cochrane Lecture' 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach National
Primary Audience Participants in your research and patient groups
Results and Impact Lecture at Social Medicine Conference, Oxford - September 2010

Question and Answers after talk
Year(s) Of Engagement Activity 2010
 
Description Keynote address Drinkwise NW Conference 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? Yes
Type Of Presentation Keynote/Invited Speaker
Geographic Reach Regional
Primary Audience Policymakers/parliamentarians
Results and Impact Successful presenation given

Local authorities became more highly engaged
Year(s) Of Engagement Activity 2013
 
Description Keynote address as Balance NE Conference 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? Yes
Type Of Presentation Keynote/Invited Speaker
Geographic Reach Regional
Primary Audience Policymakers/parliamentarians
Results and Impact Successful presentation given

Greater enagement of local authorities in alcohol issues
Year(s) Of Engagement Activity 2013
 
Description Keynote address at Royal College of Physicans (London) Conference 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? Yes
Type Of Presentation Keynote/Invited Speaker
Geographic Reach National
Primary Audience Health professionals
Results and Impact Successful presentation given

Significant interest stimulated amongst medical professionals in alcohol issues
Year(s) Of Engagement Activity 2013
 
Description Meeting with Professor Doug Sellman from New Zealand to discuss future alcohol strategy 
Form Of Engagement Activity Participation in an activity, workshop or similar
Part Of Official Scheme? Yes
Type Of Presentation Keynote/Invited Speaker
Geographic Reach International
Primary Audience Policymakers/parliamentarians
Results and Impact Leading experts on alcohol public health in Scotland were able to explore future directions.

Alcohol policy advances particularly in Scotland.
Year(s) Of Engagement Activity 2010
URL http://www.alcohol-focus-scotland.org.uk/
 
Description North West Alcohol Conference Liverpool 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach Regional
Primary Audience Professional Practitioners
Results and Impact Keynote address
Year(s) Of Engagement Activity 2015
 
Description Rank Prize Funds Mini Symposium 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Type Of Presentation Keynote/Invited Speaker
Geographic Reach National
Primary Audience Other academic audiences (collaborators, peers etc.)
Results and Impact Rank Prize Funds Mini Symposium, 11-14 July 2011, Grasmere, UK. Invited speaker on food, alcohol and social marketing.

Raised the profile of alcohol marketing issues.
Year(s) Of Engagement Activity 2011
 
Description School of Public Health, Rennes, France 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Type Of Presentation Keynote/Invited Speaker
Geographic Reach International
Primary Audience Other academic audiences (collaborators, peers etc.)
Results and Impact Invited to speak and conduct a seminar at the School of Public Health, Rennes, France. 21st January 2012.

Collaboration with the University of Rennes.
Year(s) Of Engagement Activity 2012
 
Description Singapore Health Board 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Type Of Presentation Workshop Facilitator
Geographic Reach International
Primary Audience Health professionals
Results and Impact Invited to conduct teaching, workshops and talks on public health and social marketing to the Singapore Health Board, Singapore, 25-29 March 2012.

Formal link up with Singapore Health Promotion Board.
Year(s) Of Engagement Activity 2012
 
Description Under the Influence Conference 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Type Of Presentation Keynote/Invited Speaker
Geographic Reach International
Primary Audience Policymakers/parliamentarians
Results and Impact Under the Influence Conference. 21 June 2011. European Parliament, Brussels.

Progressed European policy on alcohol marketing.
Year(s) Of Engagement Activity 2011
 
Description WHO Inter-country workshop on alcohol and food marketing, Porto 26-29 October 14 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Participants in your research and patient groups
Results and Impact Special advisor to WHO at inter-country workshop on alcohol and food marketing, Porto

Discussion
Year(s) Of Engagement Activity 2014
 
Description Workshop in Public Health 
Form Of Engagement Activity A formal working group, expert panel or dialogue
Part Of Official Scheme? No
Type Of Presentation Workshop Facilitator
Geographic Reach National
Primary Audience Public/other audiences
Results and Impact Workshop in public health for North East Leading Improvement for Health and Wellbeing Programme, 2 February 2012, Durham, UK.

Training.
Year(s) Of Engagement Activity 2012
 
Description World Marketing Summit 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Type Of Presentation Keynote/Invited Speaker
Geographic Reach International
Primary Audience Policymakers/parliamentarians
Results and Impact World Marketing Summit, 1-3 March 2012, Dhaka, Bangladesh. Personally invited speaker for the inaugural meeting.

Raise the profile of problematic marketing.
Year(s) Of Engagement Activity 2012