Viewpoint: UK alcohol policy and market research: media debates and methodological differences

In this Viewpoint article, Chris Hackley describes some of the important consequences and issues for the industry when the media are faced with market research commissioned from different perspectiveson a high-profile topic – alcoholic drink marketing and consumption behaviour in the UK.

Viewpoint: UK alcohol policy and market research: media debates and methodological differences

Chris HackleyRoyal Holloway, University of London

Over the past two decades, patterns of alcohol consumption in the UK have changed with a 'culture of intoxication' prevalent among rising numbers of young people (Szmigin et al. 2007). The UK Government's Safe, Sensible, Social(2007) policy document argues for a programme of research-based initiatives and 'social' marketing campaigns to change this culture by promoting 'sensible' drinking. Market, consumer and social researchers have an important role to play in this and other key public policy...

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