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.

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 July 30, 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 July 30, 2014).

Share This




More Mind & Brain News

Wednesday, July 30, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

It's Not Just Facebook: OKCupid Experiments With Users Too

It's Not Just Facebook: OKCupid Experiments With Users Too

Newsy (July 29, 2014) If you've been looking for love online, there's a chance somebody has been looking at how you're looking. Video provided by Newsy
Powered by NewsLook.com
How Your Face Can Leave A Good Or Bad First Impression

How Your Face Can Leave A Good Or Bad First Impression

Newsy (July 29, 2014) Researchers have found certain facial features can make us seem more attractive or trustworthy. Video provided by Newsy
Powered by NewsLook.com
Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com
University Quiz Implies Atheists Are Smarter Than Christians

University Quiz Implies Atheists Are Smarter Than Christians

Newsy (July 25, 2014) An online quiz from a required course at Ohio State is making waves for suggesting atheists are inherently smarter than Christians. Video provided by Newsy
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:
from the past week

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