Lots of papers picked up on new research from US journal Archives of Pediatrics and Adolscent Medicine that found a positive relationship between the amount of alcohol advertising young people see, and the amount they drink. The findings counter the alcohol industry's traditional argument that advertising results in brand-switching rather than affecting overall consumption.
Alcohol Concern used the opportunity to urge the Government to take tougher action on irresponsible adverts and promotions. Director of Policy Don Shenker was widely quoted as saying: "We urge the drinks industry not to advertise its products or sponsor programmes before the TV watershed, as the evidence shows that young people who drink are particularly susceptible to alcohol marketing."
See for example this Yorkshire Post report that includes some alarming local stories about young people's drinking.
For more information about alcohol advertsing and young people, see:
- Centre on Alcohol Marketing and Youth (US) for research here
- the industry's view from the Amsterdam Group here
- Eurocare's illustrated guide to what's going on (a bit old now but still powerful) here
- Institute of Social Marketing alcohol research here
- Overview of European alcohol policy and young people from an Irish perspective by Dr Ann Hope, Ireland's National Alcohol Policy Advisor here
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