biostudies-literatureJia RRoyal Society and Wellcome Trust Sir Henry Dale fellowshipPublic Health Research ProgrammeNIHR Oxford Health Biomedical Research CentreNIHR Applied Research Collaboration for Oxford and Thames ValleyNIHR Oxford Health BRCWellcome Trust388-399https://www.ebi.ac.uk/biostudies/studies/S-EPMC12779593biostudies-literatureUnknown121(2)<h4>Background and aims</h4>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.<h4>Design, setting, participants and intervention</h4>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 wAddiction (Abingdon, England)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.PMC12779593NIHR133887222566/Z/21/ZForde HJia RScarborough PDavies EPechey RBandy LfalseEffects 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.<h4>Background and aims</h4>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.<h4>Design, setting, participants and intervention</h4>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 w2026-01-01T00:00:00Z2026 Feb2026-06-06T12:57:51.178Z2026-05-30T03:11:35.354ZS-EPMC127795934111568810.1111/add.70210