TimmyHYoung people are exposed to too much Alcohol Advertising
July 1st 2008 05:55
A recent American study has found that young people are exposed to too much alcohol advertising. The report, commissioned by the Center on Alcohol Marketing and Youth at Georgetown University confirms that alcohol advertising has increased since 201 by almost 50 percent.
Executive director of the center, David H. Jernigan says the question is whether the alcohol industry “is being as responsible as it could be in protecting kids from the advertising. We have seen reductions in the number of commercials watched by young viewers on broadcast TV worldwide, but the exposure is increasing on cable TV as the industry spends more money in that medium.”
“Cable is where 95 percent of the youth overexposure” was last year,” Mr. Jernigan said. Over 40 percent of advertising is devoted to distilled spirits, with the number being even higher in Australia.
Most alcohol marketers have agreed to limit commercials to TV shows with a 70 percent adult viewership. But Jernigan says that the 30 percent threshold for viewers who are too young to legally drink or buy alcoholic beverages is still too high.
Among the 11 brands singled out by the report for criticism are Hennessy Cognac, Smirnoff vodka and the Mike’s line of beverages like Mike’s Hard Lemonade.
This is the most interesting aspect for Australian consumers. Smirnoff vodka has been widely criticised by anti-binge drinking groups for its association with alcohol related violence and health risks.
Smirnoff mixed alcoholic drinks are some of the most advertised on the Australian market both at point of sale and in the media. Interestingly, beer in Australia has seen no dramatic increase in media advertising but is widely associated with sport. Examples include the AFL, NRL and the Super 14 rugby as well as all coverage of such sporting events.
The American report reveals that Alcohol advertising is divisive and prone to poor self-regulation. If the Australian industry continues increasing its advertising without government regulation we might see no affect on binge-drinking in Australia.
While increasing the tax on mixed drinks might be a good first step for the Rudd government, restrictions on advertising are strongly suggested by the study.
Mr. Jernigan says “The industry can do a better job. Further progress is going to depend on continued monitoring.”
Executive director of the center, David H. Jernigan says the question is whether the alcohol industry “is being as responsible as it could be in protecting kids from the advertising. We have seen reductions in the number of commercials watched by young viewers on broadcast TV worldwide, but the exposure is increasing on cable TV as the industry spends more money in that medium.”
“Cable is where 95 percent of the youth overexposure” was last year,” Mr. Jernigan said. Over 40 percent of advertising is devoted to distilled spirits, with the number being even higher in Australia.
Most alcohol marketers have agreed to limit commercials to TV shows with a 70 percent adult viewership. But Jernigan says that the 30 percent threshold for viewers who are too young to legally drink or buy alcoholic beverages is still too high.
Among the 11 brands singled out by the report for criticism are Hennessy Cognac, Smirnoff vodka and the Mike’s line of beverages like Mike’s Hard Lemonade.
This is the most interesting aspect for Australian consumers. Smirnoff vodka has been widely criticised by anti-binge drinking groups for its association with alcohol related violence and health risks.
Smirnoff mixed alcoholic drinks are some of the most advertised on the Australian market both at point of sale and in the media. Interestingly, beer in Australia has seen no dramatic increase in media advertising but is widely associated with sport. Examples include the AFL, NRL and the Super 14 rugby as well as all coverage of such sporting events.
The American report reveals that Alcohol advertising is divisive and prone to poor self-regulation. If the Australian industry continues increasing its advertising without government regulation we might see no affect on binge-drinking in Australia.
While increasing the tax on mixed drinks might be a good first step for the Rudd government, restrictions on advertising are strongly suggested by the study.
Mr. Jernigan says “The industry can do a better job. Further progress is going to depend on continued monitoring.”
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