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Alcohol industry marketing strategies in Latin America and the Caribbean: the way forward for policy research

Restrictions on alcohol marketing are potentially a costeffective way to reduce alcohol-related harm in the Latin America and Caribbean region. To strengthen current alcohol marketing regulations, it is important to document and evaluate critically the marketing and promotional strategies used by the alcohol industry, and to conduct further research on the population impact of alcohol marketing regulations in terms of alcohol-related harm. At least six industry marketing strategies need to be investigated, and there is a need to improve the methods, theories and research designs used in the study of the alcohol industry as a possible inducer of alcohol-related problems.