Publication

Written article is momentary under submission – will be updated later.

Abstract

Background
Europe is the heaviest drinking region in the world and EU youth endures increased alcohol related harm. Previous research shows an impact of exposure to alcohol marketing on adolescents alcohol use; initial use and consumed quantities. Although marketing regulations aim to protect adolescents against these effects, there is hardly any research available that evaluates the effectiveness of these regulations. When evaluating existing alcohol marketing regulations a theoretical framework is needed to formulate evaluation criteria. Underling article tries to fill this gap by providing a framework to evaluate the potential effectiveness of alcohol marketing regulations. In addition, regulations of different European countries were being evaluated in accordance with evidence-based criteria.
Method: A literature review was conducted to identify the aspects which are important when evaluating the potential effectiveness of alcohol marketing regulations. Secondly, existing alcohol marketing regulations of 21 European countries were evaluated following this framework.

Results
The undertaken literature study showed that in order to protect young people against harmful exposure to alcohol marketing practices, alcohol marketing regulations should meet a certain set of criteria concerning volume and content restrictions as well as criteria that support the regulatory system. When applying these criteria to the European alcohol marketing regulations examined, it appeared that volume and content restrictions as well as the regulatory supporting systems have are stronger when embedded in law than when self regulated by economic operators. There is a positive relation between the strength of volume or content restrictions and the underlying supporting regulatory system.

Conclusion
When applying the evidence-based framework presented in this article, policy makers are enabled to set up an effective alcohol marketing regulatory system. The framework also provides tools to evaluate existing alcohol marketing regulations on their potential effectiveness to protect young people against harmful exposure to alcohol marketing practices.

Key words: Alcohol policy, European alcohol marketing regulations, evidence-based evaluation