ArticleBMC public health2018
Carlsberg alibi marketing in the UEFA euro 2016 football finals: implications of Probably inappropriate alcohol advertising.
Article in BMC public health, 2018. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 14 papers, 1 of them a synthesis that pooled it.
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Who cites it
14 citing papers in PubMed, 1 synthesis or guideline pooled it.
- The Effect of Exposure to Alcohol Media Content on Young People's Alcohol Use: A Qualitative Systematic Review and Meta-Synthesis.International journal of environmental research and public health · 2025Pooled it
- Reviewing ecosystems of evidence: synthesising the evidence on the commercial determinants of health from a complex systems perspective.Systematic reviews · 2026Article
- Alcohol branding during rugby union matches in Ireland after commencement of Sect. 15 from the Public Health (Alcohol) Act: a frequency analysis of highlights from the European Rugby Champions Cup and Six Nations Championship.Irish journal of medical science · 2023Article
- The Women's Soccer World Cup Final 2023: gender equity and alcohol promotion.Journal of the Royal Society of Medicine · 2023Article
- Brand sharing between alcoholic drinks and non-alcoholic offerings: a challenge to Ireland's restrictions on alcohol advertising.Irish journal of medical science · 2023Article
- Exposure to tobacco, alcohol and 'Junk food' content in reality TV programmes broadcast in the UK between August 2019-2020.Journal of public health (Oxford, England) · 2023Article
- Lower Strength Alcohol Products-A Realist Review-Based Road Map for European Policy Making.Nutrients · 2022Review
- Content analysis of Netflix and Amazon Prime Instant Video original films in the UK for alcohol, tobacco and junk food imagery.Journal of public health (Oxford, England) · 2022Article
- Population exposure to alcohol and junk food advertising during the 2018 FIFA world cup: implications for public health.BMC public health · 2022Article
- The high frequency of alcohol advertising during televised English Premier League football games shown in Ethiopia.Harm reduction journal · 2022Article
- Tobacco and alcohol content in soap operas broadcast on UK television: a content analysis and population exposure.Journal of public health (Oxford, England) · 2021Article
- A Content Analysis and Population Exposure Estimate Of Guinness Branded Alcohol Marketing During the 2019 Guinness Six Nations.Alcohol and alcoholism (Oxford, Oxfordshire) · 2021Article
- Article
- Media coverage of major sporting events: alcohol, crowd shots and the Rugby World Cup 2019.Irish journal of medical science · 2020Article
Corrections and comments
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Authors and funding
5 authors.
Funding
Abstract
backgroundAlcohol advertising is a key driver of alcohol consumption, and is prohibited in France by the Loi Evin. In 2016 the Danish brewer Carlsberg sponsored the UEFA Euro 2016 finals, held in France, and used the alibis 'Probably' and '…the best in the world' in place of Carlsberg in pitch-side advertising. We have quantified the advertising exposure achieved during the final seven games in the UEFA Euro 2016 championship.
methodsAppearances of the Carlsberg alibis 'Probably' and 'the best in the world' were counted and timed to the nearest second during all active play in live coverage of quarter final, semi-final and final matches broadcast in the UK. We used census data and viewing figures from Kantar Media to estimate gross and per capita impressions of these advertisements in the UK population.
resultsIn 796 min, 29 s of active play there were 746 alibi appearances, totalling 68 min 35 s duration and representing 8.6% of active playing time. Appearances were particularly frequent at the end of normal time, extra time and penalties. The seven matches delivered up to 7.43 billion Carlsberg alibi impressions to UK adults and 163.3 million to children. In the only match involving a second country with laws prohibiting alcohol advertising (France versus Iceland), exposure occurred for only 1.8% of playing time.
conclusionsAlibi marketing achieved significant advertising coverage during the final seven EURO 2016 championship games, particularly to children. Since 'Probably' is registered by Carlsberg as a wordmark this advertising appears to contravene the Loi Evin, though Carlsberg have defended their marketing actions.
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