Nathan Critchlow is a researcher at the Institute for Social Marketing and Health, University of Stirling. His research focuses on the nature and extent of alcohol marketing, how marketing influences alcohol use and attitudes among consumers, and the design and effectiveness of policies to regulate alcohol marketing. Nathan’s current and previous research includes studies into the influence of alcohol marketing on adults in the UK, standardised tobacco packaging, minimum unit pricing for alcohol, the alcohol-free and low-alcohol market, gambling marketing, and food marketing. He is a former Academic Fellow for the SSA.

Abstract

Exploring the relationship between awareness of alcohol marketing and frequency of drinking among adults in the UK: findings from a two-wave longitudinal survey

Aims: Limited research has examined the relationship between awareness of alcohol marketing and frequency of drinking among adults. We examine: (i) whether awareness differs across drinking frequencies; (ii) whether baseline awareness differs between those who later increase drinking frequency and those who do not; and (iii) whether changes in awareness over time differ between these groups.

Methods: A two-wave longitudinal survey with a non-probability sample of UK adults, conducted online in 2024 and 2025 (59.1% retention; n=3,558). At each wave, participants self-reported past-month awareness of alcohol marketing across four sources (companies/brands, off-trade shops, online retailers, on-trade venues) and drinking frequency (‘never’, ‘monthly or less often’, ‘2-4 times per month’, ‘multiple times per week’, ‘not stated’).

Results: At both waves, cross-sectional awareness increased with drinking frequency at lower levels: ‘monthly or less often’ mostly exceeded ‘never’ and ‘2–4 times per month’ mostly exceeded ‘monthly or less often’. Differences in awareness between ‘multiple times per week’ and ‘2–4 times per month’ were limited. Baseline awareness and changes over time were mostly similar between those who increased drinking frequency and those who did not.

Conclusions: Awareness of alcohol marketing increased across lower drinking frequencies, with a ceiling effect at higher frequencies. Awareness neither preceded nor consistently followed changes in drinking frequency. Further research is needed to understand any temporal ordering and longitudinal associations between alcohol marketing and alcohol use among adults.