Alcohol marketing to LGBTQ+ communities: A scoping review

Project Details


An estimated 2.7% of the UK population aged 16 and over identified as lesbian, gay or bisexual in 2019. Less is known about those who identify as transgender, queer, asexual or non-binary as reliable data is lacking. While such identities represent distinct communities, the umbrella term LGBTQ+ is often employed to gather non-cisgender and/or non-heterosexual identities into a convenient unit of inquiry.

A growing body of evidence demonstrates higher rates of alcohol consumption and alcohol-related problems among LGBTQ+ populations compared to their cisgender/heterosexual counterparts. The centrality of alcohol to LGBTQ+ communities has previously been described in relation to numerous factors, including its normalisation within social settings, its importance to identity construction and as a means of coping with stigma, discrimination and victimisation. However, the role and influence of alcohol marketing and promotion on LGBTQ+ drinking culture has received little attention to date.

Targeted marketing by the alcohol industry is standard practice. For example, strategies for gendered alcohol marketing towards women have recently been described exposing the limitations of existing regulatory systems. It is vital that alcohol marketing approaches to LGBTQ+ populations are similarly examined, as they have the potential to perpetuate and intensify existing health inequalities for gender and sexually diverse communities, undermining public health initiatives. This study aims to provide a comprehensive summary of existing research on alcohol marketing to the LGBTQ+ community, to inform policy responses and identify key areas for further exploration.
StatusNot started

UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This project contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 10 - Reduced Inequalities


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