From protecting breastfeeding to alcohol control: How AI is being used to improve public health

Source: Alive & Thrive

In June 2025, Viet Nam passed a landmark Excise Tax Law that will progressively increase taxes on alcohol products to 90% by 2031. This is a significant step for a country that ranks 5th in alcohol consumption in Asia and 44th globally. But price is only part of the solution. To meaningfully reduce alcohol-related harm, comprehensive restrictions on alcohol marketing must accompany fiscal measures.

Research shows that exposure to alcohol advertising increases the likelihood of first-time use among adolescents by 57%. Additionally, each extra dollar spent per capita on alcohol advertising is associated with a 2.8% increase in overall consumption.

In this context, Alive & Thrive was honored to participate as a panelist at the global launch of a new report by the World Health Organization entitled “Laws and regulations addressing the acceptability, availability and affordability of alcoholic beverages” held during the Fifth WHO Forum on Alcohol, Drugs and Addictive Behaviors (FADAB).

At the event, Alive & Thrive shared Viet Nam’s pioneering experience in applying Artificial Intelligence (AI) to monitor and enforce restrictions on alcohol advertising, sponsorship, and promotion. Since 2023, the VIVID (Virtual Violations Detector) tool has been deployed to track digital marketing practices across official social media channels of 27 major alcohol companies, representing 95% of alcohol sales in Viet Nam.

In just over a year, VIVID identified 491 violations among 2,140 posts, the majority involving beer companies. Most breaches stemmed from the absence of mandatory health warnings – a key requirement under Viet Nam’s national regulations.

Viet Nam’s experience using VIVID is featured in the report recently released by WHO, which notes that while alcohol advertising is regulated, enforcement in digital spaces remains a persistent challenge. VIVID addresses this by automatically scanning websites, social media, and e-commerce platforms using AI and supervised machine learning. Designed as a “virtual assistant” for regulators, the tool supports staff at the Ministry of Health and the Ministry of Information and Communications, helping to fill enforcement gaps and improve oversight.

Originally developed by Alive & Thrive to detect violations in the digital marketing of commercial milk formula in Viet Nam, VIVID is now being scaled up globally to address other threats to public health. In collaboration with UNICEF country offices, local NGOs such as Fundación SANAR, and national agencies like The French Monitoring Center for Drugs and Drugs Addiction (OFDT), the tool is being implemented in Argentina, France, Mexico, Mongolia, and Laos – tackling harmful digital marketing practices related to tobacco, alcohol, and online gambling.

A digital tool with a mission to protect health and wellbeing

Although the products differ, aggressive marketing of commercial milk formula, tobacco, alcohol, and online gambling share a common thread: they all pose serious threats to public health, including mental health. These industries often target vulnerable populations like women and children and undermine efforts to promote recommended feeding practices, healthy diets, and safe environments.

As digital advertising becomes more sophisticated and online platforms increasingly monetize user attention, it is crucial to adopt equally advanced tools to protect consumers and vulnerable groups, as well as ensure regulatory compliance.

Through tools like VIVID, Alive & Thrive aims to contribute to stronger systems that protect communities, foster healthier environments, and improve outcomes for women, children, and adolescents – from nutrition to broader challenges affecting population health.