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Influence economic availability

Level of research support: Strong evidence of effectiveness

What is it?

The pricing and marketing of both legal drugs (e.g., alcohol, tobacco) and illegal drugs (e.g., cannabis) strongly affect levels of consumer demand. The higher the price, the lower the demand.

Young people and heavy consumers of tobacco and alcohol are particularly at risk of harm, and are most likely to reduce their consumption when costs increase and marketing strategies are controlled.

Why do it?

Price and availability of alcohol and illegal drugs are critical in determining their level of use in society and the level of harmful outcomes (Stockwell et al., 2010). Making alcohol and tobacco products less accessible by increasing their price has consistently been identified as the most effective strategy for reducing the burden of disease and social harm associated with use of these substances (Loxley et al., 2004; Babor et al., 2003).

Laissez-faire sales and marketing practices are strong predictors of alcohol-related harm, especially among new and younger drinkers. Increases in the price of alcoholic drinks have been shown to reduce liver cirrhosis deaths, alcohol-related road crashes and assaults. By contrast, low prices, largely associated with drink discounts, special offers and happy hours, have been correlated with binge drinking, physical violence, impaired driving and traffic deaths (CARBC, 2006; Stockwell, 2010).

Who is it for?

  • General population (universal)
  • Young people (selected)
  • People displaying risky patterns (indicated)

Who can facilitate it?

  • Interested citizens
  • Community leaders
  • Municipal governments
  • Business community

How can we implement it?

Push for stricter controls on alcohol pricing and advertising

  • Learn about your municipal government’s sphere of influence when it comes to alcohol pricing and advertising, and petition authorities to pursue maximum limits.
  • Explore opportunities for municipalities to collaborate with colleges and universities on eliminating interior and exterior alcohol advertisements on and near campuses.
  • Explore options to encourage licensed establishments in the community to standardize the price of alcohol products, eliminate drink specials and promote low-alcohol and alcohol-free drinks.

Encourage stakeholders to work together

  • Create a forum or round-table among businesses, law enforcement and civic authorities to encourage regular dialogue on ways to promote responsible alcohol service, balanced advertising and safe consumption. Engage the media in the monitoring of its success.

Raise awareness and advocate

  • Launch a campaign to raise awareness about existing liquor laws and regulations (e.g., hours of service), and create opportunities to mobilize community opinion.
  • Launch a campaign that promotes a balanced outlook on drinking.
  • Develop communication products that both demonstrate an appreciation of youth culture and honour young people’s capacity to make good choices.

 

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