Alcohol brand to reach millions through soaps
The “Heineken” brand will reach 11m people, many children, several times a week thanks to a deal
for its alcohol-free “0.0” spinoff to appear on long-running ITV soaps Coronation Street and Emmerdale.
“It’s ‘alibi’ marketing: it an be hard to distinguish between the alcohol free and the alcoholic brand,” said Alex Barker, a researcher at Nottingham University. “Alcohol product placement is prohibited.”
“We have previously shown
that soap operas are widely viewed in the UK, even by children under 16 and this can lead to huge alcohol brand exposure.”
Kenny MacAskill MP asked in parliament
this week about the possibility of a clampdown on the practice, with the government referring him to an advertising industry consultation
ending on May 5th.
allow alcohol alternative marketing when “soley for the alcohol alternative and not the brand itself”. This is likely helpful to rights holders, sponsors and broadcasters of alcohol alternative backed football and F1.
Health advocates, however, typically do not see the promotion of alcohol brands during daytime and during family viewing in such positive light.