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Consumer Complaints Against Alcohol Advertisements: An Evaluation

Rob van Zanten (Lecturer at Waite Campus, The University of Adelaide. He was appointed in 2001 to the Wine Business Group of the University. His research interests include Internet marketing, integrated marketing communications, and alcohol advertising.)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 March 2005



This article investigates the complaints leveled at alcohol advertisements to determine the kinds of ads that attract complaints and to what extent Ready‐to‐Drink (RTD) advertising accounts for these. The research will have relevance to all countries where RTDs have developed market share. The results show that ads for beer, spirits and especially RTDs (when Share‐of‐Complaint versus Share‐of‐Market is considered) attract the greatest number of complaints. Wine ads played a negligible role. Over.96% of alcohol ads attracting complaints used either a humorous or a sexual advertising appeal, the results emphasizing the risky nature of the humorous appeal. Rational, emotional, fear, and scarcity appeals made no impact on the findings.



van Zanten, R. (2005), "Consumer Complaints Against Alcohol Advertisements: An Evaluation", International Journal of Wine Marketing, Vol. 17 No. 3, pp. 25-38.



Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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