Dr. Alex George takes a critical look at how alcohol advertising shapes our perceptions and behaviors in The scary truth about alcohol advertising. In his video, he explores how branding and marketing campaigns don’t just sell drinks—they sell lifestyles. From sun-soaked beach scenes to stylish after-work gatherings, alcohol is framed as the key to fun, relaxation, and social success. What’s missing, he notes, are the more honest portrayals: hangovers, regrets, or the negative consequences often associated with drinking.

George unpacks the psychological tactics behind these ads, showing how they play on emotions like stress, boredom, or the desire to belong. Brands position alcohol as the solution to life’s highs and lows—celebrate with it, unwind with it, be cool with it. He highlights how these messages work both consciously and subconsciously, especially on younger people, and how celebrity endorsements and social media influencers further reinforce the association between alcohol and a desirable identity.

His message isn’t about banning advertising, but about transparency and awareness. George calls for a more balanced picture—one that acknowledges the downsides of alcohol as well as the seductive promises made by marketing. “If you know you’re being sold to,” he says, “that’s fine—but know the full story.” The video invites viewers to question the messages they’ve absorbed and to make more informed, autonomous choices around alcohol.

Find more from Dr Alex George (UK, May 2025)