Featured Research

from universities, journals, and other organizations

Australian Alcohol Advertising Self-regulation Not Working, As Ads Target Younger Drinkers, According To Experts

Date:
June 9, 2009
Source:
Wiley-Blackwell
Summary:
Addiction scientists are calling for tighter regulation of alcohol advertising, as new research shows that self-regulation by the alcohol industry does not protect impressionable children and youth from exposure.

Addiction scientists are calling for tighter regulation of alcohol advertising, as new research shows that self-regulation by the alcohol industry does not protect impressionable children and youth from exposure.

Related Articles


The new research, conducted in Australia, found that adolescents in the five main cities saw nearly as much TV alcohol advertising as 18-24 year olds, and in the case of full-strength beer and wine, in one city underage teens were actually exposed to more advertising than young adults of a legal drinking age.

The researchers also found that all the most exposed alcohol ads included in the study contained at least one element known to appeal to children and adolescents, such as animated characters, animals, simple humorous storylines and pop music, despite the Australian alcohol industry's code of conduct specifically stating that alcohol advertising must not have strong or evident appeal to children or adolescents.

Previous studies have concluded that the more alcohol advertising young people are exposed to, the more likely they are to drink, and in the US, another country where alcohol advertising is subject to self-regulation by the industry, more than 4,600 young people under the legal drinking age of 21 die because of alcohol use each year.

Dr. David Jernigan, an alcohol policy and public health expert, calls for standards for alcohol advertisers to be strengthened in his commentary on the research, published this week in Addiction journal. . "Clearly self-regulation is not working to protect young people from exposure to alcohol advertising. Ongoing monitoring and greater restriction on when these ads can air are needed to safeguard our youth," said Dr. Jernigan.

In response to the failure of the self-regulation system in Australia, the authors propose various measures to reduce underage exposure, including: banning alcohol advertising during live sports programming; further restricting the times at which alcohol adverts can be broadcast; and banning animals and animal characters from alcohol advertising, with carefully controlled exceptions where an animal has traditionally been part of the brand's logo. "The marketing and communications industries are fully aware of execution elements that are attractive to children and young teens – that's part of their job. It should not be part of their job to use that knowledge, or allow it to be used, in alcohol advertising that children and teens are exposed to" said co-author Professor Donovan.


Story Source:

The above story is based on materials provided by Wiley-Blackwell. Note: Materials may be edited for content and length.


Cite This Page:

Wiley-Blackwell. "Australian Alcohol Advertising Self-regulation Not Working, As Ads Target Younger Drinkers, According To Experts." ScienceDaily. ScienceDaily, 9 June 2009. <www.sciencedaily.com/releases/2009/06/090609103530.htm>.
Wiley-Blackwell. (2009, June 9). Australian Alcohol Advertising Self-regulation Not Working, As Ads Target Younger Drinkers, According To Experts. ScienceDaily. Retrieved December 18, 2014 from www.sciencedaily.com/releases/2009/06/090609103530.htm
Wiley-Blackwell. "Australian Alcohol Advertising Self-regulation Not Working, As Ads Target Younger Drinkers, According To Experts." ScienceDaily. www.sciencedaily.com/releases/2009/06/090609103530.htm (accessed December 18, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Thursday, December 18, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Yoga Could Be As Beneficial For The Heart As Walking, Biking

Yoga Could Be As Beneficial For The Heart As Walking, Biking

Newsy (Dec. 17, 2014) Yoga can help your weight, blood pressure, cholesterol and heart just as much as biking and walking does, a new study suggests. Video provided by Newsy
Powered by NewsLook.com
1st Responders Trained for Autism Sensitivity

1st Responders Trained for Autism Sensitivity

AP (Dec. 16, 2014) More departments are ordering their first responders to sit in on training sessions that focus on how to more effectively interact with those with autism spectrum disorder (Dec. 16) Video provided by AP
Powered by NewsLook.com
Guys Are Idiots, According To Sarcastic Study

Guys Are Idiots, According To Sarcastic Study

Newsy (Dec. 12, 2014) A study out of Britain suggest men are more idiotic than women based on the rate of accidental deaths and other factors. Video provided by Newsy
Powered by NewsLook.com
Believing in Father Christmas Good for Children's Imaginations

Believing in Father Christmas Good for Children's Imaginations

AFP (Dec. 12, 2014) As the countdown to Christmas gets underway, so too does the Father Christmas conspiracy. But psychologists say that telling our children about Santa, flying reindeer and elves is good for their imaginations. Duration: 01:57 Video provided by AFP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins