Informing policy-makers, health researchers, advocates and the public about alcohol and tobacco marketing techniques and marketing paradigm strategies

The Foundation's Substance Abuse Policy Research Program was designed to provide support for investigators to conduct policy research on a variety of subjects directed at helping the country reduce the harm caused by substance abuse.While traditional tobacco and alcohol marketing remains a potent influence among youth, new technologies are fundamentally altering the marketing landscape. Even as the "information superhighway" has given way to a Web devoted largely to commerce, marketing is one of the least understood aspects of the new media culture. This project is a descriptive study that will identify the emerging tobacco and alcohol digital marketing practices. Specifically, this study seeks to establish whether and how the tobacco and alcohol marketers are using the digital techniques identified in a prior study (also completed by the principal investigator) of interactive food and beverage marketing. In addition, this project will document the techniques, reach, and intent of selected alcohol and tobacco campaigns that target youth-particularly multicultural youth-and will analyze these campaigns in the context of new developments in digital marketing. Lastly, the study results will be used to assess the policy implications for alcohol and tobacco regulation and self-regulation. The findings from this study will help public health advocates, policy makers, parents, and the public understand how tobacco and alcohol companies are reaching their markets, including youth, in the new digital age.

Grant Details

Amount Awarded $99,993.00

Awarded on: 8/13/2008

Time frame: 9/1/2008 - 8/31/2009

Grant Number: 65034


Public Health Institute

555 12th Street, 10th Floor
Oakland, 94607-4046


Lori E. Dorfman
Project Director