美国酒精政策联盟 Usapa 警告：名人代言与甜味联名营销触及未成年人
美国酒精政策联盟（Usapa）警告，名人代言、明星自有品牌、即饮酒（RTD）以及甜味联名产品可能吸引未成年消费者。该组织称，社交媒体已从根本上改变酒类广告：TikTok、Instagram、YouTube 让品牌借网红与娱乐内容触达年轻受众，模糊了广告与日常社交的界限。Usapa 首席执行官 Mike Marshall 表示，最令人担忧的是酒企与在儿童、青少年中已有高认知度的零食、甜点、糖果风味合作，质疑其是否在刻意利用儿童时期形成的品牌认知培养未来的酒精消费者；他强调，行业的自愿广告标准无法替代有效监管。
The US Alcohol Policy Alliance (Usapa) has raised concerns over celebrity endorsements and sweet-flavoured collaborations that could appeal to underage consumers.
The alcohol marketing landscape has changed significantly over the past decade, with celebrity-endorsed and -owned brands, ready-to-drink (RTD) cocktails, and social media playing a more prominent role.
As brands compete more fiercely for customers, the latest trends in spirits and alcopops have become prevalent across social media platforms. Many brands now lean on celebrity endorsements and collaborations, and tap into flavour nostalgia to capture consumers’ attention.
Usapa – which describes itself as the only national US organisation exclusively dedicated to preventing and reducing alcohol-related harms through evidence-based public health policies – is concerned that easy access and prominent advertising are linked to real health issues, particularly for age groups the adverts should not target.
“Our concerns have increased significantly in the past five years, not only because of how alcohol is marketed, but because of where, when, and to whom that marketing is now delivered,” says Mike Marshall, CEO of Usapa.
“Social media has fundamentally changed alcohol advertising. Platforms such as TikTok, Instagram, and YouTube let alcohol brands reach young audiences through influencers, celebrities, entertainment, and content that often blurs the line between advertising and everyday social interaction.”
Marshall believes that while ‘traditional advertising operates within relatively visible boundaries’, alcohol promotions through an influencer’s lifestyle content, a celebrity endorsement, a viral video, or a branded collaboration may inadvertently target teenagers who don’t realise exactly what they are watching or being sold.
For Usapa, the most concerning trend is alcohol companies partnering with brands, flavours, and cultural products that have established appeal among children and adolescents, such as familiar snack foods, desserts, and candy-inspired products.
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