If you have wondered whether you have seen a rise in a new form of alcohol advertising, then you’re not alone.
With some younger Australians shown to be drinking less alcohol as they focus instead on their health, alcohol companies are desperate to win back their loyalty, resorting to new tactics.
Which is where ‘health washing’ comes in, and claims that certain alcoholic products are a healthier alternative.
Cancer Council WA Alcohol Program Manager, Julia Stafford, argues that this tactic is exploiting Gen Z Australians who put a priority on their health.
“Health washing is a marketing tactic where companies present products as healthier than they are to appeal to people concerned about health,” she said.
The alcohol industry is increasingly using health-oriented themes to promote their products, including claims such as ‘low sugar’, ‘low carb’ and ‘natural’.
“Claims are common on premixed spirits, cider and beer products – products frequently consumed by younger people.”
The ‘health halo’
Research has shown that ‘low carb’ or ‘low sugar’ marketing claims are powerful and can give alcohol products a ‘health halo’.
“The health halo means people perceive these products as healthier, less harmful products compared to products that don’t carry these claims,” Ms Stafford said.
“Alcohol companies have responded to the risk to their profits from reduced alcohol use among younger generations with intensive product development and ‘innovation'”.
While there are many concerns over such marketing tactics, especially as even small amounts of alcohol increases risk of harms, a large cause for concern is the possibility of reversing recent gains in youth drinking behaviour.
“The encouraging trends in young people’s drinking patterns are very welcome, but we can’t afford to be complacent because the alcohol industry is actively trying to win them back and appeal to new drinkers,” Ms Stafford said.
“Health washing of alcohol products poses a risk to the health of young people, whose wellbeing should come before the profits of the alcohol industry.”
