Generation Next Blog
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Alcohol Advertising- the people want it to be controlled
A 2012 Annual Alcohol Poll found that 68% Australians believe alcohol advertising and promotion influence the behaviour of people under the age of 18 years. The Poll also found that 64% of Australians support a ban on alcohol advertising on television before 8.30pm.
For the first time, the poll asked Australians which organisation they should direct alcohol advertising complaints to and found that only 4% of Australians correctly identified the Advertising Standard Bureau.
Also for the first time, the poll asked about where Australians were most likely to come across alcohol advertising and sponsorship. The poll found that Australians were most likely to come across alcohol advertising and sponsorship on television (65%), followed by sporting events (49%), newspapers and magazines (47%) and pamphlets and catalogues (41%).
Why is this important?
Alcohol advertising and promotions can be very pervasive, ranging from alcohol logos on sporting uniforms to advertisements in newspapers. A conservative estimate of total alcohol advertising expenditure in Australia in 2007 was $128 million. However this underestimates expenditure because it does not take into consideration the amount spent on sponsorship or merchandise.
Of particular concern is the influence of alcohol advertising and sponsorship on young people’s perceptions of alcohol and their drinking intentions. Studies have shown that there is a significant relationship between exposure to alcohol advertising, and drinking intentions and behaviours [i] [ii] [iii]. In 2010 a survey of children aged between 9 and 15 years in Western Australia found that 75% of children and adolescents recognised Bundy Bear and correctly associate him with an alcoholic product[iv]. Alcohol sponsorship of sporting events has also been shown to result in children and young people associating alcohol with sport[v].
Paul Dillon will be speaking at our Mental Health and Wellbeing Seminars on drugs, alcohol and young people. The remaining seminars for this year will be in Brisbane, the Gold Coast, Melbourne, Canberra, Adelaide and Sydney. To register or download the brochure click on one of these locations or go to the events section of our website. These events are extremely popular so we urge you to book your seat soon!