A tool used in São Paulo – Modera SP – is presented as a public health innovation to help people reflect on their alcohol use. Integrated into the city’s official e-saúde platform, it classifies users’ risk levels with the WHO’s AUDIT test and offers follow-up support .
Behind the neutral interface sits a powerful corporate interest: AB InBev funded and promoted the project through its “smart drinking” campaign . On LinkedIn, the AB InBev Foundation openly claims the tool as part of its global “responsible drinking” portfolio.
That raises a glaring conflict of interest. A corporation that profits from heavy alcohol use is embedding itself inside Brazil’s public health apparatus, positioning itself as a partner in care. In Brazil, an estimated 11.7 million people live with alcohol use disorder, showing how central dependence is to the industry’s business model.
The core problem lies in the flawed concept of “responsible drinking”. This concept shifts the burden of harm onto individuals, as if alcohol problems were just a matter of bad personal choices. It diverts attention from the real drivers of harm: affordability, availability, and relentless marketing by the industry itself. Studies show such campaigns have little to no impact on reducing alcohol harm – but they are highly effective at improving corporate image.
Manipulation is Big Alcohol’s activity to control its image. The alcohol industry engages in manipulation activities to protect and cultivate their image and the values of their brands. Deploying manipulation strategies serves for Big Alcohol to appear as “good corporate citizens”. The focus of the Dubious Five strategy of manipulation is the alcohol company, their brands and value. Examples are Corporate Social Responsibility (CSR), green-washing, pink-washing, rainbow-washing, or white-washing activities.