Alcohol Brands Target Gyms and Drivers with Zero-Alcohol Products, Study Finds
A new study has revealed that alcohol companies are marketing zero-alcohol products in settings that have traditionally been alcohol-free, such as swimming, gym workouts, and driving.
Key Findings
- A study published in the Drug and Alcohol Review found that alcohol companies are marketing zero-alcohol products in traditionally alcohol-free settings, such as swimming, gym workouts, or driving.
- 63% of the 30 campaigns analyzed showed zero-alcohol products used in these contexts.
- The study covered 13 zero-alcohol products in Australia and 6 in New Zealand between 2018 and 2024.
- 27% of campaigns showed fitness-related benefits, and 23% used themes of feeling more productive.
Loophole in Advertising Rules
"Alcohol brands are exploiting weak advertising rules by placing zero-alcohol products in traditionally alcohol-free situations like gyms, before or while driving, operating heavy machinery, and cliff jumping." — Julia Stafford, Deputy Chair of Cancer Council’s Nutrition, Alcohol and Physical Activity Committee and co-author.
The Cancer Council is now urging the federal government to address this issue.
Call for Action
The Cancer Council is urging the federal government to close the zero-alcohol loophole and introduce higher standards for alcohol brand marketing, promotion, and sponsorship.