Alcohol marketing is increasingly targeting women, WHO has warned governments

Alcohol marketing is increasingly targeting women, WHO has warned governments


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The World Health Organization stated that the alcohol policy of various countries needs “more attention to gender issues.”

The organization called on governments to consider gender aspects when developing their alcohol policies, as the marketing strategies of producers are increasingly aimed at women, reports Reuters.

The world is already more actively fighting the impact of cigarettes on public health. But the WHO is sounding the alarm because of the dangers associated with alcohol.

Geneva said there was “compelling evidence” that men, women and other minorities suffer differently from alcohol-related harm, and that the industry is tailoring its marketing to different groups.

“However, alcohol control policies remain largely gender-blind”the message says.

Research has found that the industry is increasingly targeting women, from packaging to advertising that uses themes of feminism or female friendship.

For example, women in Africa and India are targeted at advertising of sweetened beverages that supposedly “represent freedom and empowerment.”

Men are also targeted by marketers when ads play on traditional notions of masculinity.

The WHO says that men are at greater risk of alcohol abuse, addiction, and aggressive or risky behavior. But women are more harmed even with lower alcohol consumption.

Alcohol-related disorders progress faster in women. Women are also more likely to suffer “secondary harm” when their partners, family members or other people drink alcohol.

We will remind you that in 2021 the sociological group “Rating” found that Ukrainian men of any age consume alcohol more often than women. Young people also drink alcohol more often.

Wine (36%) and beer (29%) turned out to be the most popular alcoholic beverages among respondents who drink alcohol. Beer is consumed more by young men, vodka by older men. Among women, beer consumption is also highest among young people.

On the other hand, the consumption of strong drinks (vodka, cognac), as well as domestic wines, is higher among the middle and older age groups. It is interesting that among older people, cognac is consumed equally by both men and women.

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