Government demarketing: different approaches and mixed messages

Abstract

Purpose

To compare three demarketing campaigns.

Design/methodology/approach

This is a commentary piece which compares three campaigns those aiming to reduce smoking, excessive drinking and the use of the motorcars – undertaken by the United Kingdom government and considers the different approaches being used.

Findings

The article highlights areas where there appears to be a conflict between the particular demarketing campaign and other initiatives.

Originality/value

Outlines some of the different approaches that can be employed by government when trying to demarket the use of products or commodities.

Citation

Wall, A.P. (2005), "Government demarketing: different approaches and mixed messages", European Journal of Marketing, Vol. 39 No. 5/6, pp. 421-427. https://doi.org/10.1108/03090560510590647