What is it?
Regulating alcohol promotion refers to placing constraints on alcohol advertising (in various forms) and sponsorship on campus—with the aim of reducing the profile, appeal and, consequently, the consumption of alcohol (especially risky consumption) among students. Alcohol promotion in view here encompasses routine and occasional advertisements (including pricing) and publicizing, as well as both larger, enduring or just event-specific sponsorship arrangements.
Level of research support: Some evidence of effectiveness
Why do it?
Impact on students: Studies show that student consumption of alcohol is responsive to price increases and decreases.
Impact on campus environment: Like initiatives aimed at the general public, regulation of campus-situated marketing can be an effective mechanism for reducing harm. Regulation of marketing allows a campus community to make messaging more consistent in promoting social responsibility and in not encouraging or facilitating excessive consumption.
Cost: Prohibition and restriction measures cost little to implement (with expected benefit in reduction of expenses stemming from negative consequences of more drinking). Anticipated losses in business and external revenue is an issue to be addressed.
Who is it for?
Who can facilitate it?
How can we implement it?
Regulate (prohibit or restrict) all forms of alcohol advertising on campus
Prohibition might mean banning any campus promotion (e.g., poster, billboard, kiosk, newspaper, radio, online) of alcohol products at events situated on and off campus. Restriction could confine on-campus advertising to acceptable on-site publicity for any approved campus outlets.
Regulations applied to a campus establishment may include
Licensed campus on-premise establishments, despite their typically high profile, might view restrictions as jeopardizing the viability of their operations in competition with off-campus outlets. A collaborative working relationship with them can explore alternative ways of attracting student patrons into environments where the concern is with safety as well as enjoyment.
Regulate (prohibit or restrict) sponsorships by alcohol industry on campus
Prohibition would mean rejecting alcohol industry sponsorship of venues, events, programs or projects on campus, while restriction could mean limiting alcohol-industry sponsorship of facilities, occasions, activities, programs or projects on campus.
Framing, enactment, publication and enforcement of policy in regard to alcohol promotion needs to be a joint initiative involving administration, health services and other campus stakeholders (such as, e.g., on-premise management, student representatives, security personnel).
Sources and related material