Red flags on pinkwashed drinks: contradictions and dangers in marketing alcohol to prevent cancer

Addiction
Sarah Mart, Norman Giesbrecht

Abstract

To document alcohol products and promotions that use the pink ribbon symbol and related marketing materials that associate alcohol brands with breast cancer charities, awareness and survivors. We conducted a basic Boolean public internet search for alcohol products with pink ribbon/breast cancer awareness marketing campaigns. There is strong and growing evidence of alcohol as a contributing cause of several types of cancer, including breast cancer. There is no U-shaped curve for cancer, and threshold of elevated relative risk is as low as one drink a day for certain cancers. We found 17 examples of alcohol product campaigns with websites, press releases and social media posts, along with news articles and blog posts from industry and non-profit organizations regarding alcohol products associated with breast cancer causes and charities. Various cancer charities have entered into alliances with sectors of the alcohol industry that raise funds for breast cancer research, treatment or prevention by promoting the purchase of certain alcoholic beverages. Some alcohol corporations use pink ribbons and other breast cancer-related images, messages and user-generated media to market a product that contributes to cancer disease and death....Continue Reading

References

Apr 10, 2009·PharmacoEconomics·Jonathan D Campbell, Scott D Ramsey
Oct 14, 2011·Kidney International·William G CouserMarcello Tonelli
May 25, 2012·International Journal of Cancer. Journal International Du Cancer·Marianne HolmAnne Tjønneland
Feb 16, 2013·American Journal of Public Health·David E NelsonTimothy S Naimi
Sep 16, 2014·International Journal of Cancer. Journal International Du Cancer·Jacques FerlayFreddie Bray
Nov 26, 2014·British Journal of Cancer·V BagnardiC La Vecchia

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Citations

Apr 27, 2018·European Journal of Public Health·Melissa Mialon, Jim McCambridge
Apr 8, 2021·American Journal of Public Health·Judi Strebel, Mary Beth Terry
Apr 17, 2021·BMC Public Health·Collin M CalvertRhonda Jones-Webb

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