Effects of brand-matched alcoholic and alcohol-free and low-alcohol drinks adverts on drink selections: A United Kingdom-based randomised controlled trial in an experimental online supermarket.

ABSTRACT:

Background and aims

Restricting alcohol advertising may reduce alcohol consumption and related ill-health. However, advertisements for alcohol-free and low-alcohol drinks (NoLos) with brand-matched alcoholic versions are typically exempt from restrictions, which could lead to surrogate marketing (adverts for NoLo beverages also promoting brand-matched alcoholic options). This study measured the impact of advertisements for brand-matched NoLo beverages on product selections in a simulated online supermarket, in the UK.

Design, setting, participants and intervention

We conducted a randomised controlled trial with 1638 UK regular alcohol consumers (aged 18-91), assigned to one of three groups: (1) alcohol adverts (n = 469), where participants viewed an advertisement (embedded w

SUBMITTER: Jia R 

PROVIDER: S-EPMC12779593 | biostudies-literature | 2026 Feb

REPOSITORIES: biostudies-literature