Alibi marketing? Surrogate marketing? Brand sharing? What is the correct terminology to discuss marketing for alcohol-free and low-alcohol products which share branding with regular strength alcohol products?

Citation

Critchlow N, Holmes J & Fitzgerald N (2024) Alibi marketing? Surrogate marketing? Brand sharing? What is the correct terminology to discuss marketing for alcohol-free and low-alcohol products which share branding with regular strength alcohol products?. Addiction. https://doi.org/10.1111/add.16504

Abstract
KEY STATEMENT: "We should distinguish between alibi marketing, which promotes regular-strength alcoholic drinks without mentioning the brand name, and surrogate marketing or brand-sharing through promotion of alcohol-free and low-alcohol products that use the core branding of a regular-strength product. This distinction matters for developing and enforcing clear policies to control alcohol marketing"

Keywords
no alcohol; zero alcohol; alcohol-free; low alcohol; alcohol marketing; alcohol advertising; alcohol policy; alibi marketing; surrogate marketing; brand sharing; brand extending; brand stretching; marketing regulation; advertising regulation

Journal
Addiction

People

Dr Nathan Critchlow

Research Fellow, Institute for Social Marketing

Professor Niamh Fitzgerald

Professor, Institute for Social Marketing