'Responsible drinking' programs and the alcohol industry in Brazil: Killing two birds with one stone?

'Responsible drinking' programs and the alcohol industry in Brazil: Killing two birds with one stone?

Author Pantani, Daniela Autor UNIFESP Google Scholar
Sparks, Robert Google Scholar
Sanchez, Zila M. Autor UNIFESP Google Scholar
Pinsky, Ilana Autor UNIFESP Google Scholar
Institution Univ Coimbra
Universidade Federal de São Paulo (UNIFESP)
Univ British Columbia
Abstract Over the last decade, the Brazilian alcohol industry - which for years has ignored alcohol problems - inaugurated responsible drinking programs (RDPs). This paper reports findings from an exploratory study that investigated the RDP-related activities of six leading alcohol companies in Brazil (three national, three transnational) focusing on program goals and components, target populations and evaluation methods. Interviews were conducted from October 2007 to February 2008 with nine key-informants, and 71 corporate documents were collected along with additional web information about the programs. Content analysis of interviews and institutional documents was used to identify the companies' RDP activities. Three types of RDPs were found that focused respectively on institutional action, drinking and driving, and underage drinking. All three transnational firms were involved in RDPs, whereas national firms demonstrated limited involvement. the majority of RDPs were implemented using television. No targeted research appears to have been undertaken by the companies to assess the efficacy of the strategies in terms of changes in drinking behavior. the evidence for both national and transnational firms means that is difficult to confirm that the responsible drinking programs produced so far in Brazil have been undertaken to systematically reduce alcohol problems, or mainly as part of a public relations strategy to reduce criticism and potentially forestall government regulations (Babor, 2006, 2009; Jernigan, 2009). (C) 2012 Elsevier B.V. All rights reserved.
Keywords Responsible drinking programs
Corporate social responsibility
Alcohol policies
Alcohol industry
Language English
Sponsor Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)
Grant number FAPESP: 2003/06250-7
FAPESP: 04/13564-0
Date 2012-10-01
Published in Social Science & Medicine. Oxford: Pergamon-Elsevier B.V., v. 75, n. 8, p. 1387-1391, 2012.
ISSN 0277-9536 (Sherpa/Romeo, impact factor)
Publisher Elsevier B.V.
Extent 1387-1391
Origin http://dx.doi.org/10.1016/j.socscimed.2012.02.062
Access rights Closed access
Type Article
Web of Science ID WOS:000308902200007
URI http://repositorio.unifesp.br/handle/11600/35379

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