By Somtochukwu Okonkwo
The alcohol industry deploys economic claims to obstruct and derail alcohol policy initiatives across the globe according to the Big Alcohol Exposed Annual Report 2024 “From Sports to Screens – Exposing Big Alcohol’s Predatory Practices” recently released.
The Big Alcohol Exposed Annual Report 2024 provides a detailed analysis of the alcohol industry’s worldwide activities through the “Dubious Five” – a framework that identifies the five primary strategies Big Alcohol deploys to maximize its profits and ensure market dominance. The strategies include Deception, Manipulation, Political Interference, Promotion, and Sabotage.
The report notes that from creating misleading health claims to funding deceptive prevention programs, the alcohol industry’s efforts reveal a relentless prioritization of profit over people’s health and community wellbeing.
Made possible through funding from Movendi International and RESET Alcohol Initiative,.the report revealed that in 2024, the strategies of the industry became increasingly sophisticated and pervasive, as it leveraged them to deflect criticism, shape public opinion, determine what people think about their products policy solutions, and obstruct evidence-based alcohol policy initiatives.
It cited the example of Uganda where the alcohol industry managed to destroy the Alcoholic Drinks Control Bill by promoting questionable claims that it would lead to job losses. In that particular case Big Alcohol lobby framed their economic contributions as essential to the country’s prosperity, a misleading and false narrative that deflected attention from the devastating health, social, and economic costs of alcohol harm.
Beyond Uganda, it offers documented case studies in Mexico, Germany, the United States and more, that demonstrate the scale of Big Alcohol’s political interference.
It highlights shocking examples of strategies such as health-washing, deceitful marketing, and political interference, normalization of alcohol through sports sponsorships, misleading health claims, greenwashing environmental impacts, and leveraging non-alcoholic product lines to build loyalty with alcoholic brands.
The report serves as an evidence-based empowerment tool for policymakers, advocates, and communities on how to identify and counter the latest Big Alcohol narratives and implement effective solutions. It aims to empower such efforts and initiatives by providing critical insights and resources to identify and expose Big Alcohol’s interests and tactics, address conflicts of interest, and curb the alcohol industry’s influence to promote healthier, more equitable societies.