Alcohol advertising and sponsorship

There is now a considerable body of research that shows how alcohol advertising influences children and young people. Advertising encourages positive perceptions about alcohol, typical drinkers, and how much other people drink. These perceptions help shape their subsequent drinking behaviour. Studies reviewed below show children becoming aware of alcohol brands and influenced by alcohol advertising at a very young age.

The Drug Foundation recommends that alcohol advertising, programme sponsorship, and sponsorship of sports and music be prohibited through an amendment to the Sale of Liquor Act, alongside the current section prohibiting irresponsible promotions by licensed premises. The Broadcasting Act will need amendment in regard to the BSA’s overview and complaints role. A wider definition of advertising is needed to encompass new forms of audiovisual commercial communication, including the internet, cellphones, infomercials and product placement. Monitoring and compliance with restrictions on all alcohol marketing and sponsorship could one of the functions of a new Agency to overview all marketing with implications for public health.