Time to get tough on alcohol advertising

The AMA is urging governments to impose tougher restrictions on alcohol marketing to young people.

AMA President Dr Steve Hambleton said the warmer weather and high profile sporting and music events make summer the ideal time for alcohol companies to exploit current loopholes in advertising regulations and launch mass advertising and marketing campaigns that encourage teenagers and young people to drink, often recklessly.

“Alcohol companies have a very high profile in major cricket and tennis events over summer,” Dr Hambleton said.

“They also have a conspicuous presence at the various youth and music festivals that feature throughout the summer.

“These companies cleverly maximise the growing marketing potential of new media, as young people have more free time to roam the web and stay connected using social media.

“And the message is usually that drinking goes hand in hand with sport and music, having fun, and meeting people.

“The underlying reality is that this marketing can encourage excessive and dangerous drinking, and underage drinking.

“The current system of self-regulation is inadequate.  Tougher legislated measures are needed to stop this insidious and dangerous form of marketing,” Dr Hambleton said.

Background:

• The misuse of alcohol is a significant problem for young people in Australia, who are consuming more than ever before, at a younger age, and in a way that puts their health at risk.
• Young people are exposed to multiple forms of alcohol marketing on a regular basis; studies have consistently shown that exposure to alcohol marketing increases the likelihood of harmful drinking patterns amongst young people.

• Alcohol companies are capitalising on the use of new marketing avenues and ever more sophisticated marketing techniques and campaigns; this includes the use of social media and online- and mobile-marketing, in addition to alcohol sponsorship of sporting events and youth/music festivals.

• Alcohol sponsorship of major sporting events means alcohol branding is highly visible at sporting grounds and visible in sporting broadcasts.

JF