Zeigler, D. 92009). \"The Alcohol

¶ … Zeigler, D. 92009). "The alcohol industry and trade agreements: a preliminary assessment." Addiction 104(1), pp. 13-26.

This study attempts to define how trade agreements -- specifically those establishing "free trade" areas and relationships -- affect public health through increased alcohol availability, affordability, and marketing campaigns. The degree of balance that exists between industry and public health is examined, and methods for improvement explored. The degree of influence that the alcohol industry exerts and attempts to exert on the formation of public policy and trade agreements in international situations is also examined. The questions is basic at best, yet concerns itself with necessary empirical details.

Conceptual Foundation

The trend of increased free trade over the past several decades has been accompanied by a rise in alcohol consumption and instances of abuse and addiction. There are severe ethical considerations for those in the industry and for governmental policy makers and corporate lobbyists in their business efforts. These considerations cannot be fully understood without an adequate understanding of the situations and the forces involved, thus the conceptual foundation is solid.

Methodology

The researcher conducted an extensive review of literature pertaining to public health advocacy of free trade and studies that took a negative view of the policy. Literature regarding free trade agreements from business organizations and entities, governments, and the popular and business press were also reviewed, as were current and pending legislation involving trade agreement and alcohol control to determine real and possible effects of these policies on one another. Lobbying campaigns and other records were analyzed to determine the level of influence exerted by the alcohol industry on the formation of trade policy. The broadness of sources used leads to a less detailed analysis than a case study, but more comprehensive assessment of the factors involved in the issue.

Results

Free trade agreements and their direct effects can be definitively linked to increased alcohol consumption, and public health concerns generally figure very little in trade policy agreements, while alcohol industry lobbying is a prominent factor in promoting change. Alcohol control measures are the only effective recourse to this situation, and are antithetical to the notions of free trade as promoted by the alcohol industry. Again, these results are somewhat obvious, though they do point out the specific ethical considerations of international marketing and potential practical barriers as reform takes place.

Discussion