The Italian Debate on Alcohol Advertising Regulation

Abstract

Based on interviews with opinion leaders, this paper explores the Italian debate on alcohol advertising regulation. In European countries the advertising of alcoholic beverages is regulated by two channels: the law and self-regulation. At present in Italy both control systems exist. However, the presence of temperance movements leads to a greater discussion in the political debate on alcohol and also on alcohol advertising. This means a greater tendency toward regulation, as seen in bills introduced in the Italian parliament. Twenty-one opinion leaders were interviewed concerning their views on alcohol advertising and its regulation, from three categories: advertising producers, communication experts, and health advocates.