Gender-responsive health promotion for women: regulating the sociopolitical landscape of alcohol product marketing

This perspective piece calls for health promotion action to regulate alcohol product marketing targeting women and create environments where it is possible to mitigate the harms of alcohol and protect women's health. Drawing on the Global Alcohol Action Plan in the context of the Australian National Women's Health Strategy 2020-30, we consider critical actions for gender-responsive health promotion to protect women from the ways alcohol companies market their products utilizing women's gendered social roles and entrenched stereotypes. We show how these subtle yet powerful gendered approaches to alcohol marketing have the potential for harm yet are not covered by the current mechanisms of the self-regulated Alcohol Beverages Advertising Code. We draw on the World Health Organization's 2024 Framework on Gender-Responsive Approaches to the Acceptability Availability and Affordability of Alcohol and make a call to regulate alcohol marketing targeting women.