The impact of alcohol advertising on kids

Alcohol is one of the most heavily marketed products in the world. The abundance of alcohol advertising normalises and reinforces the use of alcohol in Australian culture. It also desensitises the community to the significant harm caused by alcohol use, which is around 6,000 deaths and 144,000 hospitalisations every year.

Young people are particularly vulnerable, and statistics show that alcohol is the major contributor to the three leading causes of death among adolescents: unintentional injuries, homicide and suicide.

Targeting young people through their enjoyment of sport is a marketing tactic used by alcohol companies to recruit new drinkers.

Alcohol sponsorship of sport impacts players and spectators. It is associated with harmful drinking by players and communicates messages about alcohol brands and drinking that are absorbed by children. An Australian study of 164 children aged 5 to 12 years found that 76 per cent were able to correctly match at least one sport with its relevant sponsor.

Alcohol sponsorship of sport results in young people associating alcohol with sport. This is unsurprising given they are exposed to an astonishing 51 million instances of alcohol advertising while watching televised AFL, cricket and NRL each year. And research has found alcohol marketing encourages children and teens to start drinking earlier and to binge drink more often.

Children deserve a safe and healthy childhood. This is why the End Alcohol Advertising in Sport campaign is working to remove the advertising exemption that allows marketers to target children with alcohol advertising while kids watch their sporting heroes on television.

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The End Alcohol Advertising in Sport campaign calls for alcohol advertising to be phased out of professional sports. This is an initiative by the Foundation for Alcohol Research and Education, supported by health organisations across Australia.

©2019 Foundation for Alcohol Research & Education | PO Box 19 Deakin West ACT 2600 | 02 6122 8600 | ABN 91 096 854 385 | Privacy Statement

The End Alcohol Advertising in Sport campaign calls for alcohol advertising to be phased out of professional sports. This is an initiative by the Foundation for Alcohol Research and Education, supported by health organisations across Australia.

©2019 Foundation for Alcohol Research & Education
PO Box 19 Deakin West ACT 2600 | 02 6122 8600
ABN 91 096 854 385 | Privacy Statement