A Brazilian campaign called “Cerveja Também É Álcool”, or “Beer Is Also Alcohol”, is calling for stronger restrictions on beer advertising. Organised by ACT Promoção da Saúde, the campaign seeks to change Brazil’s Law No. 9,294 so that beer is included in the rules applied to alcohol advertising. It argues that beer should not remain an exception simply because it generally has a lower alcohol content than some other alcoholic beverages.

The campaign highlights a gap in the law adopted in 1996. According to the campaign and Brasil de Fato, the legislation restricts advertising for beverages containing more than 13% alcohol, while most beers contain no more than around 5%. Beer advertising therefore remains outside these restrictions, even though beer represents 90% of Brazil’s alcohol market, according to the campaign.

The campaign warns that beer brands can advertise on television, in public spaces and on social media, as well as sponsor sporting and cultural events open to people of all ages. This exposes children and adolescents to beer marketing and helps associate alcohol with celebration, belonging and national pride, particularly during events such as the World Cup. Laura Cury of ACT also criticises warnings such as “drink in moderation”, arguing that they place responsibility on individuals while the alcohol industry invests millions in encouraging consumption.

The campaign is inviting the public to support restrictions, or even a prohibition, on beer advertising. Its website presents an open letter, research, public-health figures, reports, videos and podcasts about alcohol-related harm and advertising. Its central argument is clear: all alcoholic beverages carry health risks, and beer advertising should not continue to receive exceptional treatment under Brazilian law.

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