The World Health Organization has published a new report that highlights glaring gaps in the regulation of alcohol marketing across borders. The document deplores the extent of the current marketing of alcohol across national borders.

Intitulated Reducing alcohol harms by regulating cross-border alcohol marketing, advertising and promotion activities, the report highlights the increasing use of sophisticated online marketing techniques for alcohol and alcohol the need for more effective regulation. It shows that young people and heavy drinkers are increasingly targeted by alcohol advertising, often to the detriment of their health. One of the biggest changes in recent years in alcohol marketing is the use of sophisticated online marketing.

Targeted advertising on social media is particularly effective in using this data, its impact being enhanced by influencers on social networks and the sharing of messages between users of these media. Sponsorship of major sporting events at national, regional and global levels is another key strategy used by transnational companies specializing in alcohol production. The lack of regulations to combat the cross-border marketing of alcohol is of particular concern for children and adolescents, women and heavy drinkers.