It seems that for many young people a good night out on the town now a days consists of a cocktail of too much alcohol, added to a dash of caffeinated energy drink and mixed  with some kind of violent altercation.

More than 3,500 Australians are hospitalised each year with brain injuries caused by assaults, the majority being the result of alcohol induced violence. A culture of drinking to get drunk is being fueled by alcohol companies as they increasingly target children. Many of these campaigns go under the radar because they are marketed as other events including:

  • Event sponsorship: (Carlton Draught “Draught Pick” iPhone application, AFL tipping website and stadium promotions).
  • State of Origin sponsorship (including a poster given to a school student featuring XXXX logos).
  • Sponsoring music festivals (Smirnoff Vodka  “Groovin’ the Moo”).
  • Promotions:  Jim Beam on Campus promotion targeting university students.
  • Advertising placement: putting adverts for alcohol near schools.

But the Alcohol Advertising Review Board (AARB) is fighting back. Set up in March 2012 by the McCusker Centre for Action on Alcohol and Youth and the Cancer Council WA, with the support of a wide range of health and related organisations it has already dealt with 44 complaints.

AARB Chair Professor Fiona Stanley said “What reason can there be to expose young people and children to the association of alcohol with their sporting heroes or with behaviours such as driving fast cars and surfing?”

Director of the McCusker Centre for Action on Alcohol and Youth, and Right2Childhood seminar speaker Professor Mike Daube said, “At a time when there is so much concern about the consequences of alcohol, surely this industry can make a genuine effort to protect children and young people from exposure to alcohol promotion.”

The initiative has the support of the WA Police Commissioner Karl O’Collaghan and the Australian Medical Association (AMA). “The AMA believes that the alcohol industry has had its chance, it has failed to do the right thing, and now it is time for governments to act by regulating and prohibiting the marketing and promotion of alcohol to young people and teenagers,” said Australian Medical Association (AMA)Federal Vice‐President Professor Geoff Dobb.

Professor Mike Daube will be speaking at the Right2Childhood seminar on the effects of alcoholic promotions that target children. To register or find out more about the Right2Childhood seminar being held in Sydney on 19th October go to Right2Childhood.

Writer Helen Splarn. Editor Dr Ramesh Manocha.
Source: AP. Alcohol Advertising Review Board (AARB). Cancer Council (WA). Right2Childhood.