'It's like a drink you'd have before you go to a party': Analysis of a Vodka Cruiser advertising campaign.

Given that young women who drink are increasingly doing so at harmful levels, a marketing campaign, which is interpreted by the target audience to encourage pre-drinking among young (including underage) women, appears to be inconsistent with the industry's own code for alcohol advertising. We renew the call for effective regulation of alcohol advertising to better protect young Australians. [Jones SC, Francis KL, Gordon CS. 'It's like a drink you'd have before you go to a party': Analysis of a Vodka Cruiser advertising campaign. Drug Alcohol Rev 2018;37:36-41].