Latest Study Should Ring Alarm Bells For Agencies With Booze Clients

Latest Study Should Ring Alarm Bells For Agencies With Booze Clients

New research has found a link between alcohol marketing and drinking among adolescents, providing ammo for Australia’s federal, state and territory governments to control when and where these types of ads can be seen.

The series of peer-reviewed studies published by international journal Addiction included a review of recent literature on the association between alcohol marketing and youth drinking.

The systematic review identified 12 new studies reporting findings from nine unique cohorts, including more than 35,000 people across several countries. All of these papers found a “significant association” between youth exposure to alcohol marketing and subsequent drinking behaviour.

Furthermore, a narrative review of digital marketing studies concluded that marketing through digital media uses approaches that are attractive to young people, and is therefore likely to have an impact on their drinking behaviour.

The authors of this particular review suggested that current marketing regulations are likely to be undermined by the commercial use of digital media.

The series of studies also found that self-regulatory measures by the alcohol industry are failing to protect vulnerable populations such as children.

“Of the 19 studies evaluating a specific marketing code and 25 content analysis studies reviewed, all detected content that could be considered potentially harmful to children and adolescents, including themes that appeal strongly to young men,” the Addiction supplement detailed.

“Of the 57 studies of alcohol advertising exposure, high levels of youth exposure and high awareness of alcohol advertising were found for television, radio, print, digital and outdoor advertisements. In a literature comprising more than 100 studies, none were identified that supported the effectiveness of industry self-regulation programs.”

The research concluded that global action on alcohol marketing is needed now to prevent continued exposure to vulnerable populations.

“The most effective response to alcohol marketing is likely to be a comprehensive ban on alcohol advertising, promotion and sponsorship, in accordance with each country’s constitution or constitutional principles,” the authors noted.




Please login with linkedin to comment

Advertising Standards Bureau alcohol marketing

Latest News

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
  • Advertising
  • Campaigns

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants

SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
  • Advertising

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops

Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]