Saffer applied to all alcohol a theory usually reserved for specific alcohol labels. Using that model, Saffer's statistical analyses of advertising expenditures showed that decreasing alcohol advertising reduces highway fatalities. After explaining his conclusion, the researcher offers public health policy options to temper increased consumption caused by alcohol advertising. Banning alcohol advertising would probably pressure the alcohol industry to move to other kinds of marketing, he writes. I'm more a fan of counter-ads.
Consumption decreases as the level of counter-advertising rises.
Counter-advertising could be funded by taxing alcohol advertising. The industry spends an equal amount annually on other forms of promotions such as store displays, consumer novelties, and sponsorships of cultural and sports events, reports The Economist . They publish an excellent catalog of prevention materials. Adbusters is published by the Media Foundation, a media activist organization dedicated to counteracting those who would pollute our physical and mental environments. Their supporters are a global mix of media and environmental strategists, teachers and students of media literacy, communications professors, media professionals, ad agency executives, think tanks and average citizens worried about what television is doing to their kids.