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The marketing of responsible drinking: Competing voices and interests

机译：负责任饮酒的营销：竞争的声音和兴趣

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Introduction and Aims. This paper contrasts health-oriented low-risk drinking guidelines (LRDGs) with social drinking marketing and popular advice on the amount of alcohol to be provided for social occasions. The questions addressed include: What is the underlying evidence base and rationale for health-oriented versus socially oriented drinking guidelines? What are the recommended amounts of alcohol per person from the LRDGs and from popular advice? Design and Methods. This paper draws on existing research, archival data, websites, print media and key informant interviews. The focus is on recent information on LRDGs and social drinking indicators in Canada, the USA, Australia and the UK. Results. There is extensive epidemiological research indicating the associations between drinking pattern and risk for chronic disease and trauma as well as certain potential health benefits from drinking small amounts regularly. This body of evidence is one resource for government or medically sanctioned LRDGs in many jurisdictions. In contrast, for those planning social events where liquor is served, information is available from the hospitality industry, retailers and liquor control boards. While some overlap exists between these two sources of information, in some contexts normative recommendations support drinking at potentially dangerous levels. Discussion and Conclusions. The inconsistency among the different guidelines highlights one of the challenges of conveying health information on a drug that is integrated into social life and used extensively. It also reflects a siloed approach to alcohol policy-where retailing and harm reduction practices are managed by different sectors of government that seldom reflect a coordinated response.[Wettlaufer A, Cukier S, Giesbrecht N, Greenfield TK. The marketing of responsible drinking: Competing voices and interests. Drug Alcohol Rev 2012;31:231-239].
机译：简介和目的。本文将针对健康的低风险饮酒指南（LRDGs）与社交饮酒营销以及针对社交场合提供的酒精含量的流行建议进行了对比。解决的问题包括：以健康为导向和以社会为导向的饮酒指南的基本证据基础和依据是什么？ LRDG和大众建议中建议的每人酒精摄入量是多少？设计和方法。本文借鉴了现有研究，档案数据，网站，印刷媒体和主要信息提供者访谈。重点是加拿大，美国，澳大利亚和英国有关LRDG和社会饮酒指标的最新信息。结果。广泛的流行病学研究表明，饮酒方式与慢性病和外伤的风险之间的关联以及定期饮酒可带来的某些潜在健康益处。在许多辖区中，这一证据是政府或医疗制裁的LRDG的一种资源。相反，对于那些计划举办酒类社交活动的人，可以从酒店业，零售商和酒类控制委员会获得信息。虽然这两种信息来源之间存在一些重叠，但在某些情况下，规范性建议支持在潜在危险水平上饮酒。讨论和结论。不同指南之间的不一致之处突出了传达关于已整合到社会生活中并被广泛使用的药物的健康信息的挑战之一。它还反映了酒精政策的一种孤立的方法，即零售和减少危害的做法由政府的不同部门管理，很少反映出协调一致的反应。负责任饮酒的营销：竞争的声音和兴趣。药物酒精评论2012; 31：231-239]。

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