A complete cessation of alcohol production or making the consumption of alcohol illegal is highly unlikely and possibly unproductive. However, the production, marketing, and distribution of alcohol are in need of increased monitoring as poorly regulated alcohol consumption often leads to detrimental and tragic results. Harmful alcohol consumption can be dangerous not only to the consumer through alcohol poisoning and illnesses but to those around them in the case of drunk driving or criminal behavior. Young people, even adolescents, are especially susceptible to alcohol consumption and the hazards which come with it. As such, the current landscape of alcohol production and marketing requires heavier regulation in the form of a number of policy changes.
Though much alcohol-centered advertising is not focused on young people or adolescents, they are still just as likely to encounter it and become susceptible to marketing. As such, it is an important primary step in a strategy to curb inappropriate and dangerous alcohol consumption. The current issue within marketing industries in regards to alcohol is the application of sophisticated promotional techniques, such as the creation of a relationship between drinking and sports, cultural activities, enticing product placements, and other recreational acts (World Health Organization, 2019). A possible solution to remedying the effects of such dangerous advertising includes policy changes that consist of regulating content and volume of marketing, the relationship between alcohol and activities targeted at younger people, and moderating emerging advertising techniques such as those seen on social media.
All consumers of alcohol, including heavy drinkers and younger people are sensitive to changes in the pricing of beverages. Pricing policies would be especially effective in curbing the number of underage drinkers as they are usually unable to obtain funds for such activities. Currently, the increase in the price of alcoholic drinks is the most effective in creating an intervention in order to reduce the harmful consumption of alcohol. The strategy hinges on effective taxation that does not encourage consumers to move to other drinks, especially younger people who are most easily harmed by harmful alcohol use.
Perhaps the most important strategy would be one that decreases the negative consequences of drinking and intoxication. The problem is not in the alcohol consumption inherently, but in the danger it poses to intoxicated individuals including accidents, violence, medical conditions, and other factors. As such, regulations that aim to consult the harmful outcomes or behaviors as a result of alcohol are the ones that should be prioritized. Policy changes could include the serving of drinks in non-dangerous plastic bottles, management of responsible drinking in certain areas, and providing care and shelter for severely intoxicated people. These changes are likely to elevate the cases of hazardous outcomes as a result of alcohol consumption. Most of these policies will address the behaviors within environments that are appropriate for drinking and by limiting drinking to certain areas, the negative consequences of intoxication can be better monitored.
The current state of alcohol regulation is unsatisfactory as it leads to a number of detrimental results such as underage drinking, driving accidents, medical consequences, and a number of other dangerous outcomes. While alcohol consumption is not the direct source of these issues, the current marketing, pricing, and management of alcohol production and distribution does not address the hazards of intoxication and needs better regulation. As such, policy changes that address the issues at the core are essential.
Reference
World Health Organization (2019). 10 areas governments could work with to reduce the harmful use of alcohol. WHO.