BACKGROUND The marketing of alcohol influences patterns of alcohol consumption. Existing studies have focused, for the most part, on adolescents and the links between exposure to marketing and alcohol initiation. In France, the Evin law, a French exception, was set up in 1991 with the aim of regulating this exposure to marketing, but since 2009 it has been severely compromised. Alcohol consumption causes severe damage, which may be seenfrom 1 standard unit per day and mostly among adults who are regular users of alcohol. In this at-risk population, studies analysing the impact of marketing are sparse. The specific objectives include (i) the evaluation of the perception of alcohol marketing by patients with an AUD (ii) gaining understanding of the links between alcohol marketing and patients with AUD behaviours (iii) the development of alcohol demarketing strategy in patients receiving AUD coaching. METHODS Our main objective isto evaluate the impact of marketing on a population with an AUD. The methodology was in 4 steps: step 1 is a pre-test (N = 100) selecting type of alcohol consumed and type of marketing stimuli identified by patients aged 18 + with an AUD. Step 2 is a qualitative study (N = 20), with in-depth interview, to understand links between alcohol marketing and patients with AUD behaviours. Step 3 is a quantitative study(N = 600) to confirm these links and the impact of alcohol marketing on patients with AUD behaviours. Step 4 is an interventional step, including and testing the impact of demarketing intervention on patients with AUD while using the results of the three first steps (N = 120). DISCUSSION This study will contribute to a better definition of the impact of alcohol marketing on patients with AUD and will enable identification of the determinants of this impact. These data will inform the development of interventions that take into account demarketingstrategies on patients under AUD management. TRIAL REGISTRATION The Trial registrationregistration number is NCT03876132, and it was registered on the 15th march 2019.

中文翻译：

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酒精营销对患有酒精滥用障碍而寻求治疗的饮酒者的影响：一项混合方法研究方案。

背景技术酒精的行销影响酒精消费的模式。现有研究大部分集中在青少年以及与市场接触和酗酒之间的联系。在法国，埃文（Evin）法是法国的一项例外，于1991年制定，旨在规范这种对市场的曝光，但自2009年以来，它受到了严重损害。饮酒会造成严重损害，每天从1个标准单位中就可以看出来，而且主要发生在经常饮酒的成年人中。在这一高风险人群中，分析营销影响的研究很少。具体目标包括（i）评估澳元患者对酒精行销的认知（ii）了解酒精行销与澳元行为的患者之间的联系（iii）制定接受澳元辅导的患者的酒精行销策略。方法我们的主要目标是评估营销对有澳元的人群的影响。该方法分为4个步骤：步骤1是预测试（N = 100），用于选择饮酒类型和由18岁以上有AUD的患者确定的市场刺激类型。第2步是定性研究（N = 20），进行了深入访谈，以了解酒精营销与AUD行为患者之间的联系。步骤3是一项定量研究（N = 600），以确认这些联系以及酒精营销对AUD行为患者的影响。第4步是一个干预性步骤，包括并测试去营销干预对AUD患者的影响，同时使用前三个步骤（N = 120）的结果。讨论本研究将有助于更好地定义饮酒营销对AUD患者的影响，并将有助于确定这种影响的决定因素。这些数据将为考虑到澳元管理下患者的去市场化策略的干预措施的发展提供信息。试用注册注册号为NCT03876132，已于2019年3月15日注册。讨论本研究将有助于更好地定义饮酒营销对AUD患者的影响，并将有助于确定这种影响的决定因素。这些数据将为考虑到澳元管理下患者的去市场化策略的干预措施的发展提供信息。试用注册注册号为NCT03876132，已于2019年3月15日注册。讨论本研究将有助于更好地定义饮酒营销对AUD患者的影响，并使人们能够确定这种影响的决定因素。这些数据将为考虑到澳元管理下患者的去市场化策略的干预措施的发展提供信息。试用注册注册号为NCT03876132，已于2019年3月15日注册。