New review examines influence of brand-only food and alcohol marketing on behaviour and health
A comprehensive new systematic review and meta-analysis published in Obesity Reviews reveals that brand-only marketing of food, beverages, and alcohol—marketing that features branding but not specific products—can influence preferences, choices, and purchase intentions in both children and adults.
The study, led by researchers from the University of Liverpool and partners across the UK, highlights the growing public health concern of brand-based advertising and calls for more robust evidence to support effective regulation.
With many countries introducing product-based advertising restrictions for unhealthy foods and drinks, brands are increasingly shifting to brand-only marketing to maintain consumer engagement. Unlike product ads, brand marketing often features logos, colours, characters, and slogans without showing specific items—enabling companies to sidestep regulations. Despite this trend, policies targeting brand-only marketing are rare or non-existent.
Currently, no global or national government policy explicitly addresses brand marketing for unhealthy products linked to diet-related non-communicable diseases.
What the study found
This review included 19 studies involving over 6,000 participants from diverse age groups and countries. Most studies examined brand marketing via packaging, while others explored sponsorships, signage, or digital games. Key findings include:
- Brand marketing influences cognitive and behavioural outcomes such as food and alcohol preferences, choices, and intentions to purchase.
- Effects on actual consumption were mixed. A meta-analysis of five studies on food intake found no significant overall effect of brand-only marketing on consumption.
- Children and individuals with overweight may be more susceptible to brand marketing. Some studies found gender differences, with girls showing stronger responses to branded packaging than boys.
- Alcohol brand marketing, particularly through sports sponsorships, showed limited evidence of influencing consumer behaviour, but overall evidence in this area remains scarce.
A gap in digital media research
The review identified a significant research gap in the digital marketing space. Despite digital platforms being a major vehicle for brand exposure—especially among children and adolescents—very few studies examined brand-only marketing online. Given the increasing investment in digital advertising by unhealthy commodity industries, the authors call for urgent research to better understand brand influence in modern marketing environments.
Policy implications
The authors argue that brand-only marketing poses a real risk to public health—especially for vulnerable populations. As such, they recommend stronger regulatory measures that move beyond product-level restrictions. These could include:
- Applying nutrient profile models to entire brand portfolios.
- Limiting marketing for brands heavily associated with unhealthy products.
- Requiring brand advertisements to prominently feature healthy products.
- Prohibiting certain brand elements (like mascots or slogans) commonly linked to unhealthy foods.
They draw parallels to tobacco control, where regulation gradually shifted from product-level ads to broader brand restrictions.
Read MoreMore research needed
Despite the insights offered by this review, the overall quality of evidence was mixed, and data on long-term health outcomes is lacking. The authors call for high-quality, large-scale studies—particularly in digital and real-world settings—to build the evidence base needed to guide effective public health action.
Brand-only marketing is a powerful and under-regulated force that can influence dietary and drinking behaviours, particularly in children. As unhealthy food and alcohol brands adapt their marketing to avoid product-based restrictions, policy responses must also evolve to protect public health.
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World Obesity publishes four scientific, peer-reviewed journals, each focusing on a different area of obesity research: systematic reviews, pediatrics, clinical treatment, and science and practice.
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