Zero-alcohol drinks are often marketed as a safer alternative to traditional alcohol. But new research suggests their advertising may still shape how teenagers think about alcohol brands.
A study published in Drug and Alcohol Review surveyed 382 adolescents ages 15 to 17 and found that teens who had seen zero-alcohol advertisements, and especially those who said they liked them, reported stronger intentions to try the full-strength alcoholic versions of those brands.
The research was conducted by investigators at Flinders University. Participants were shown real advertisements for zero-alcohol beer, wine and spirits. These products contain no or very low levels of alcohol, typically less than 0.5%. Teens were asked whether they had previously seen the ads, whether they liked them and how they felt about the brands. They were also asked about their intentions to drink the alcoholic versions in the future.
“Zero-alcohol adverts appear to shape how adolescents think about the full-strength products from the same parent brands,” said Nathan Harrison, co-author of the study.
Liking the ads appeared to matter most. Teens who reported liking the advertisements showed more positive attitudes toward the brands and clearer intentions to try the alcoholic products.
“Teens who liked the advertisements showed more positive attitudes toward the brands and clearer intentions to try the full-strength products,” said Professor Jacqueline Bowden, senior author of the study.
Because zero-alcohol products often use similar branding, packaging and themes as their alcoholic counterparts, the researchers suggest that marketing for one may reinforce interest in the other.
Importantly, this was a cross-sectional survey study. It measured self-reported exposure and intentions at a single point in time. It does not prove that seeing zero-alcohol advertisements causes teenagers to drink alcohol, nor does it measure actual drinking behavior.
Still, the findings add to a broader body of research showing that alcohol marketing can influence adolescent attitudes and intentions. The authors note that zero-alcohol products are often exempt from alcohol advertising restrictions, allowing brands to promote similar imagery and messaging in spaces where alcohol advertising might otherwise be limited.
Further research would be needed to determine whether long-term exposure to zero-alcohol marketing translates into measurable differences in alcohol consumption.
For parents and policymakers, the study highlights a broader question: when branding remains consistent across product lines, separating “alcohol-free” marketing from alcohol marketing may not be as straightforward as it seems.
This study was funded by the Channel 7 Children’s Research Foundation and the Australian Government Department of Health, Disability and Ageing. One author served as a guest editor for a related special section but was excluded from editorial decision-making for this manuscript.