Would you support a change that would instantly halve children’s exposure to televised alcohol ads?

New research has found that by simply changing a couple of regulations so that alcohol advertising was not allowed during sport broadcasts, and not before 9.30pm, it would halve young people’s exposure.

Did you know that many children as young as 4 years old know which alcohol brand is associated with particular sports in Australia? Have you ever wondered why you see so much alcohol advertising on TV during the day, when Australian regulations clearly state that alcohol advertising must not be shown during children’s peak viewing times?

It seems it has a lot to do with a free pass given to the alcohol industry. This inexplicably allows them to broadcast ads for booze during the day as long as it’s during a sports broadcast.

Monash University Associate Professor Kerry O’Brien and colleagues have just published new research which takes a thorough look into television alcohol advertising and sport. They set out to document just how much alcohol advertising is on Australian TV during sports broadcasts and during non-sport programs.

O’Brien’s study reported a total of 25,792 alcohol ads was shown on commercial free-to-air TV in 2012 – an average of 71 per day. They found that most alcohol advertisements were broadcast in the ‘adult hours’ between 8.30pm-midnight, but that of the ads that were shown during children’s viewing hours, nearly 90% of them were shown during televised sport. The vast majority of the ads were for beer, followed distantly by spirits, cider and then wine.

According to the Commercial TV Code of Practice, alcohol advertising is not allowed during ‘C’ rated viewing hours, from 6.00am until 8.30pm, when children can be expected to view television. Nevertheless, alcohol advertising is broadcast during the ‘C’ hours because of an exemption given to alcohol advertisers during live sports broadcasts. If sport is being shown on TV, alcohol ads are allowed to be shown, even during the day when kids and families are very likely to be watching the sport.


– GrogWatch

Source: Exposing kids to booze: 26,000 ads a year | Grog Watch

Image by Michael Discenza from Unsplash