Abstract：
OBJECTIVE: There is a decline in youth drinking, but also a causal link between alcohol marketing and drinking among young people. Therefore, novel alcohol marketing strategies should be scrutinised, particularly where children are exposed. This includes marketing for zero-alcohol products (ZAP) (containing 0.00% to 1.15% alcohol by volume), which has expanded considerably in recent times. This review examines how the current industry-managed regulatory approach to alcohol marketing applies to ZAPs in Western Australia.
METHODS: The marketing mix (four Ps of marketing: product, promotion, place, price) was used as a framework to examine federal and state government policies and industry managed codes. Policies were included if they applied to marketing of alcohol products, for example, product labelling, promotion and advertising across various media, the place of purchase and pricing measures (taxation).
RESULTS: ZAPs were inconsistently defined, meaning that products between 0.05% and 1.15% alcohol by volume were covered under some but not all alcohol policy measures, and application to products under 0.5% alcohol by volume was limited.
CONCLUSIONS: Government policy should more clearly define alcohol marketing and whether ZAPs and other alcohol brand extensions should be treated in the same way as alcoholic products.
CONCLUSIONS: In Western Australia, the ways in which alcohol policy measures apply to ZAPs are limited and close attention must be paid to how ZAPs may provide additional marketing opportunities for the alcohol industry.
METHODS: The marketing mix (four Ps of marketing: product, promotion, place, price) was used as a framework to examine federal and state government policies and industry managed codes. Policies were included if they applied to marketing of alcohol products, for example, product labelling, promotion and advertising across various media, the place of purchase and pricing measures (taxation).
RESULTS: ZAPs were inconsistently defined, meaning that products between 0.05% and 1.15% alcohol by volume were covered under some but not all alcohol policy measures, and application to products under 0.5% alcohol by volume was limited.
CONCLUSIONS: Government policy should more clearly define alcohol marketing and whether ZAPs and other alcohol brand extensions should be treated in the same way as alcoholic products.
CONCLUSIONS: In Western Australia, the ways in which alcohol policy measures apply to ZAPs are limited and close attention must be paid to how ZAPs may provide additional marketing opportunities for the alcohol industry.
摘要：
目标：青少年饮酒有所下降，但也是酒精营销和年轻人饮酒之间的因果关系。因此,应该仔细研究新的酒精营销策略，特别是在儿童暴露的地方。这包括零酒精产品（ZAP）的营销（按体积计含有0.00％至1.15％的酒精），最近有相当大的扩展。这篇评论研究了当前行业管理的酒精营销监管方法如何适用于西澳大利亚州的ZAP。
方法：营销组合(营销的四个P：产品，促销,地点,价格)被用作审查联邦和州政府政策以及行业管理代码的框架。如果政策适用于酒精产品的营销，例如,产品标签,各种媒体的促销和广告，购买地点和定价措施(税收)。
结果：ZAP的定义不一致，这意味着按体积计0.05%至1.15%酒精的产品涵盖了一些但不是所有酒精政策措施，并且限制了对低于0.5％酒精的产品的应用。
结论：政府政策应更明确地定义酒精营销，以及ZAP和其他酒精品牌延伸是否应与酒精产品相同的方式对待。
结论：在西澳大利亚州，酒精政策措施适用于ZAP的方式有限，必须密切关注ZAP如何为酒精行业提供额外的营销机会。
方法：营销组合(营销的四个P：产品，促销,地点,价格)被用作审查联邦和州政府政策以及行业管理代码的框架。如果政策适用于酒精产品的营销，例如,产品标签,各种媒体的促销和广告，购买地点和定价措施(税收)。
结果：ZAP的定义不一致，这意味着按体积计0.05%至1.15%酒精的产品涵盖了一些但不是所有酒精政策措施，并且限制了对低于0.5％酒精的产品的应用。
结论：政府政策应更明确地定义酒精营销，以及ZAP和其他酒精品牌延伸是否应与酒精产品相同的方式对待。
结论：在西澳大利亚州，酒精政策措施适用于ZAP的方式有限，必须密切关注ZAP如何为酒精行业提供额外的营销机会。
