title: How does the alcohol industry attempt to influence marketing regulations? A systematic review.
abstract: OBJECTIVE
  To systematically review, using a qualitative, narrative synthesis approach, papers examining alcohol industry efforts to influence alcohol marketing policy, and compare with those used by the tobacco industry.
  
  
  METHODS
  Literature searches were conducted between April and July 2011, and updated in March 2013. Papers were included if they: made reference to alcohol industry efforts to influence (a) policy debates concerning marketing regulations, (b) new specific marketing policies or (c) broad alcohol policy which included marketing regulations; were written in English; and concerned the period 1990-2013. Alcohol industry political activity was categorized into strategies/tactics and frames/arguments. Data extraction was undertaken by the lead author and 100% of the papers were fully second-reviewed. Seventeen papers met the review criteria.
  
  
  RESULTS
  Five main political strategies and five main frames were identified. The alcohol industry argues against marketing regulation by emphasizing industry responsibility and the effectiveness of self-regulation, questioning the effectiveness of statutory regulation and by focusing on individual responsibility. Arguments relating to industry responsibility are often reinforced through corporate social responsibility activities. The industry primarily conveys its arguments through manipulating the evidence base and by promoting ineffective voluntary codes and non-regulatory initiatives.
  
  
  CONCLUSIONS
  The alcohol industry's political activity is more varied than existing models of corporate political activity suggest. The industry's opposition to marketing regulation centres on claims that the industry is responsible and that self regulation is effective. There are considerable commonalities between tobacco and alcohol industry political activity, with differences due potentially to differences in policy contexts and perceived industry legitimacy.
authors.affiliation: Department for Health, University of Bath, Bath, UK.|UK Centre for Tobacco and Alcohol Studies, Bath, UK.
authors.forename: Emily
authors.identifier: http://orcid.org/0000-0002-2174-6413
authors.initials: E
authors.lastname: Savell
authors.affiliation: School of Languages and Social Science, Aston University, Birmingham, UK.
authors.forename: Gary
authors.initials: G
authors.lastname: Fooks
authors.affiliation: Department for Health, University of Bath, Bath, UK.|UK Centre for Tobacco and Alcohol Studies, Bath, UK.
authors.forename: Anna B
authors.initials: AB
authors.lastname: Gilmore
mesh_terms: D000434:Alcoholic Beverages; D006801:Humans; D007221:Industry / Q000331:legislation & jurisprudence*; D040541:Marketing / Q000331:legislation & jurisprudence*; D011057:Politics; D011640:Public Policy / Q000331:legislation & jurisprudence*
keywords: Alcohol industry; corporate policy influence; corporate political activity; framing; marketing policy; marketing regulation; systematic review; tobacco industry