You've got mail: Drinks are on sale! A study to assess volume and content of direct marketing received from online alcohol retailers in Australia

Stephanie Colbert; Claire Wilkinson; Xiaoqi Feng; Louise Thornton; Robyn Richmond

doi:10.1016/j.drugpo.2022.103705

You've got mail: Drinks are on sale! A study to assess volume and content of direct marketing received from online alcohol retailers in Australia

Int J Drug Policy. 2022 Jul:105:103705. doi: 10.1016/j.drugpo.2022.103705. Epub 2022 Apr 27.

Authors

Stephanie Colbert¹, Claire Wilkinson², Xiaoqi Feng³, Louise Thornton⁴, Robyn Richmond⁵

Affiliations

¹ School of Population Health, University of New South Wales, Kensington, NSW, Australia. Electronic address: s.colbert@unsw.edu.au.
² Drug Policy Modelling Program, Social Policy Research Centre, University of New South Wales, Kensington, NSW, Australia; Centre for Alcohol Policy Research, La Trobe University, Bundoora, Victoria, Australia.
³ School of Population Health, University of New South Wales, Kensington, NSW, Australia; Population Wellbeing and Environment Research Lab (PowerLab), The George Institute for Global Health, NSW, Australia.
⁴ School of Population Health, University of New South Wales, Kensington, NSW, Australia; The Matilda Centre for Research in Mental Health and Substance Use, University of Sydney, NSW, Australia.
⁵ School of Population Health, University of New South Wales, Kensington, NSW, Australia.

PMID: 35489211
DOI: 10.1016/j.drugpo.2022.103705

Abstract

Background: Customers of online alcohol retailers are exposed to marketing displayed on alcohol retailers' websites and may also receive direct marketing via email and text message once contact details are provided in an online sale. To date, this direct marketing activity from online alcohol retailers has not been studied. This study aims to document the quantity and content of marketing material received by customers of online alcohol retailers in Australia, and whether the material complies with relevant regulation.

Methods: A cross-sectional study of direct marketing from the 100 most popular online alcohol retailers in Australia. Marketing material received via email and text message was collected for three-months from March to June 2021. Email and text messages were coded for 17 variables in four categories: primary purpose of the communication; compliance with relevant regulations; marketing themes and practices used; and offers, promotions, and discounts.

Results: We received 1496 emails from 85 of the 100 retailers. Of the retailers who sent emails, the number sent varied widely (Mdn=8; IQR=2-21). Seven retailers sent a total of 18 text messages. The primary purpose of most emails (67.4%) was to advertise a special or offer a discount. Almost all emails (98.6%) complied with spam legislation to include an unsubscribe link, but around half (46.5%) of emails from retailers in jurisdictions where the inclusion of a liquor license number is mandatory, failed to include one. The most common marketing theme was to link specific times or events to drinking (18.8%). Almost half (48.5%) of emails advertised free or discounted delivery for purchasing over a specified threshold.

Conclusion: Most online alcohol retailers in Australia are engaging in direct marketing to their customers via email. More research is needed to understand how these emails may influence purchasing and consumption.

Keywords: Advertising; Alcohol; Alcohol policy; Delivery; Marketing; Online.

Publication types

Research Support, Non-U.S. Gov't

MeSH terms

Australia
Commerce*
Cross-Sectional Studies
Humans
Marketing
Postal Service*