... corporate social responsibility and cause related marketing campaigns, the easy option of voluntary codes and the attraction of being associated with those same evocative brands. Meanwhile, statutory regulation and proper corporate accountability are quietly forgotten. More prosaically, our leaders are all...

... of this paper is to explore how critical social marketing can help assess the nature of alcohol marketing, and the effectiveness of its regulation, in developing countries. Design/methodology/approach A sample of 14 alcohol marketing campaigns from India, Malawi, Malaysia, Nigeria, Philippines, Sri Lanka...

...‐level behaviour change, or what is now described as downstream social marketing. This approach regards behaviour change as voluntary and relies on offers that create greater value than continuation of the risk behaviour. By contrast, “upstream” social marketing focuses on policy and regulation...