Marketers Responsibility for the Way their Products are Used: A Case Study of Alcohol Advertising Targeting Youth

Should marketers be responsible of the way their products are used by consumers? This article tries to answer this question by analyzing marketers’ responsibility for the way their products are used by consumers and the way they advertise them. The article focuses on beer or alcohol beverages advertisements targeting youth. Since it has been proven that alcoholic beverages advertisements are targeting young people, the responsibility of the marketers is engaged. But at the same time respondents mentioned the key role of the Government as regulator, before talking about families as the first educators of youth and the responsibility of the youth themselves as consumers, with the latest purchase decision. It is thus a shared responsibility in some way. This article has the advantage to suggest a number of measures to be taken at different levels to stop the gangrene and bring the young people away from any abuse or danger of alcohol. Keywords: Youth, alcohol, advertisement, marketers, responsibility, consumers.