The Truth About Alcohol Advertising

The Media’s Role in Glamorising a Dangerous Drug

Alcohol is one of the most widely accepted and promoted substances in our society but that acceptance didn’t happen by accident. The media, along with clever advertising, has played a powerful role in glamorising alcohol while obscuring the harm it can cause. From TV commercials that sell a dream to luxury branding that masks a toxin, we’ve been sold an image, not the truth.

Turn on the TV or scroll through social media and you’ll see it: glossy shots of friends laughing over cocktails, beautiful people sipping wine at sunset, or stylish characters clinking champagne glasses in luxury settings. What’s never shown? The messy aftermath, the slurred speech, the regrets, the fights, the vomiting, the hangovers, or the tears.

Imagine if alcohol adverts told the truth. Instead of a radiant couple toasting their anniversary with prosecco, we see them arguing in a cab at 2 a.m. Or a man, head in his hands, waking up to a bank balance he can’t afford after a night of shots he doesn’t remember. Or a group of friends dealing with the emotional fallout of alcohol-fueled mistakes. These are not uncommon outcomes, but they are notably absent from the narrative.

Another harmful trope perpetuated by the media is the idea that certain types of alcohol such as red wine and champagne can be good for your health. The truth? Any beneficial compounds like antioxidants found in red wine come from the grape itself. You could get the same, if not better, benefits from drinking grape juice, without consuming a known carcinogen.

The idea that moderate alcohol consumption is “heart-healthy” has been largely debunked. The World Health Organization, confirms: no amount of alcohol is safe. The risks always outweigh the benefits.

For women, the stakes are even higher. Alcohol consumption significantly increases the risk of breast cancer. According to Cancer Research UK, drinking just one alcoholic drink a day raises a woman’s breast cancer risk by about 6%. The more you drink, the higher the risk. This isn’t information you’ll see on a wine label or a prosecco ad.

Alcohol doesn’t just come in different flavours, it comes with a social identity. A can of Special Brew is often ridiculed as a drink of the down-and-out, while a £60 bottle of Châteauneuf-du-Pape is seen as refined. But the truth is, whether it’s wrapped in foil-topped elegance or a steel can, it’s all ethanol - a toxic, addictive substance that impairs your judgment and damages your body.

Sophistication in alcohol is a marketing illusion. You’re paying for packaging, branding, and lifestyle associations, not a better or safer experience. Alcohol is alcohol, whether it costs £2 or £200.

Alcohol is so ingrained in media storytelling that it’s seen as a natural part of socialising, celebrating, or coping. Characters toast victories, drown sorrows, or bond over beers, reinforcing the idea that alcohol is a social necessity. But this narrative is deeply misleading.

The reality is, many people live full, happy, vibrant lives without alcohol. And in fact, removing it leads to better sleep, improved mental health, more energy, and better relationships. But this side of the story is rarely told.

The media and advertising industries have been complicit in creating a world where alcohol is seen not only as normal but desirable. They have glossed over the ugly truth with glitter and lies. But it’s time to wake up to the reality: alcohol is not a harmless treat, it’s a drug with serious consequences.

We don’t need it to celebrate, connect, or enjoy life. The most radical act of self-care in an alcohol-soaked culture might just be to opt out completely and discover how much better life can be without it.