You may find them in gym vending machines, supermarket lunch specials, and even prime-time sports broadcasts. People are increasingly promoting alcohol-free beers and so-called "nolo" cocktails as healthier alternatives for consumers attempting to reduce their alcohol intake. However, health experts are now warning that these goods may be paving the way for a new type of stealth alcohol marketing.

In a commentary published this week in The BMJ, experts warn that alcohol-free and low-alcohol drinks, which have significant public health implications, are being used by large firms to circumvent longstanding advertising regulations and infiltrate formerly alcohol-free locations. 

The warning comes as sales of "nolo" beverages have increased dramatically recently, thanks to improved production techniques and rising demand for alternatives to full-strength alcohol. In Britain, around one in every five persons currently reports drinking no- or low-alcohol beverages at least once a month. Although these products account for only 1.4% of total alcohol sales, the majority use the same branding, logos, and colours as traditional alcoholic beverages. 

"On the surface, these drinks appear to offer a public health win," said John Holmes, Professor of Alcohol Policy at the University of Sheffield and co-author of the BMJ research. "They may help heavier drinkers reduce intake and provide safer options in high-risk situations such as pregnancy, driving or adolescence." 

However, Holmes and his colleagues believe that the manner in which these medications are marketed presents serious problems. The World Health Organisation and many alcohol organisations have cautioned that corporations may be using Nolo drinks as a legal workaround to avoid or evade prohibitions on alcohol promotion. 

Ireland is a vivid example. Prominent beer companies responded to advertising limitations on public transit and athletic events by promoting alcohol-free varieties that closely resemble their alcoholic counterparts. While the product may not contain alcohol, the brand's prominence remains. 

A similar pattern is forming elsewhere. Nolo beverages are now being promoted in gyms, sporting events, and supermarket midday meal packages – areas that were previously devoid of alcohol promotions. 

The topic attracted global prominence in 2024, when the Paris Olympics announced Corona Cero, the alcohol-free variant of Corona, as its official global beer sponsor. The agreement allows the Corona brand to appear in Olympic venues and media coverage, which were previously off-limits for alcohol advertising. 

Public health experts liken the trend to the early days of e-cigarettes, which were once marketed as a better alternative to smoking. While vaping has helped some smokers stop, it has also raised new health and regulatory concerns, particularly among young people. 

The study's authors state, "Although we argue for a public health response to nolo drinks, we are suggesting a continued focus on preventing harm from standard alcoholic drinks." We aim to accurately assess the risk of nolo beverages. However, as with e-cigarettes and modified foods, we should not blindly accept market-driven solutions. 

The researchers advocate for a precautionary approach that maximises benefits while minimising harm. Encourage corporations to replace higher-strength alcohol with non-alcoholic alternatives, price drinks based on alcohol content, limit marketing to youngsters, and safeguard alcohol-free areas from brand intrusion. 

They also point out that some policy decisions appear to be motivated more by industry interests than public health considerations. "Benefits may emerge from nolo drinks, but a hands-off approach could mean these are smaller and less equitable than desired," the authors write, asking health authorities to play a more active role in influencing regulation and public discourse.