Alcohol: why are prevention campaigns targeted rather than general?

By Bénédicte Bourcier-Béquaert (ESSCA), Anne Sachet-Milliat (ISC Paris Business School), Loréa Baïada-Hirèche (Institut Mines-Télécom Business School)

The French Ministry of Health recently cancelled two prevention campaigns against the harmful effects ofalcohol developed by Santé publique France. One had been commissioned for the Rugby World Cup currently being held in France, to alert fans to the dangers of alcohol abuse. The other presented the health risks associated

of ordinary consumption, pointing out that "drinking alcohol multiplies the risk of heart rhythm disorders".

These cancellations echo the protests of certain associations representing the alcohol industry concerning another campaign broadcast last January. This campaign stressed that toasting someone's health was paradoxical, to say the least, given the health risks involved.

The non-broadcasting of these ready-made campaigns raises questions, despite the fact that

alcohol is still responsible for 49,000 deaths a year in France. Its consumption also causes pathologies that are sometimes incapacitating, as well as non-fatal accidents that are not without consequences for those around them.