A survey of 2,300 young people published by Alcohol Concern said most respondents wanted more protection from alcohol advertising. Alcohol Concern said there is recognition of a need to protect under-18s from exposure to alcohol promotion, although children and young people as young as 11 are regularly exposed to alcohol advertising.
See here for the report 'Overexposed and overlooked'
Alcohol Concern says that the government needs to reduce the "cumulative exposure" of young people to "positive drinking messages". Don Shenker of Alcohol Concern said:
"If one of the aims of alcohol marketing regulations is to protect children and young people from exposure to advertising then government needs to ask itself whether the current framework is fit for purpose."
Young people said they recognised the influence of cinema and TV advertising, asking for better restrictions, such as no alcohol advertising before the 9pm TV watershed. They also wanted a reduction in positive imagery related to alcohol and clearer labelling on drinks which highlighted the risks. Few of those surveyed said they recognised so-called "below the line" advertising such as alcohol advertising on football shirts.
The report also looks at social network sites and internet accessibility of alcohol sites for under 18s. Alcohol Concern also recently produced a report highlighting the realm of new social media in advertising in its report New media, new problem?. A recent JRF report also explores the influence of media on young people.
However, calls to protect young people from alcohol harms are not new nor restricted to advertising influence. Demos recently called upon parents to protect their children through good parenting, stating that "bad parenting" of young people up to the age of 10 years led to an increased risk of excessive drinking when these youngsters reached their 30s. Amongst requests to parents to encourage "sensible and responsible expectations" towards alcohol, they also called on the Government to make it harder for children to obtain alcohol.
In 2007 Martin Plant and the ESPAD survey reported that the UK had some of the highest levels of teen binge drinkers in Europe and highlighted some of the risks they were facing. But earlier this year a survey suggested fewer 11-15 year olds were drinking, although the trend for those that do drink is unclear.
The Alcohol Learning Centre has a Children and Young People section including a 2010 DCSF report and the CMO guidance advising an alcohol-free childhood. Search the Findings bank here for research bulletins.
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