Effects of brand‐matched alcoholic and alcohol‐free and low‐alcohol drinks adverts on drink selections: A United Kingdom‐based randomised controlled trial in an experimental online supermarket

Abstract

Exposure to advertisements for brand-matched alcohol-free and low-alcohol drinks increases brand (over product) recall, but, while the direction of effects is consistent with these advertisements promoting the selection of alcoholic beverages, evidence of the impact on alcohol selection is inconclusive.