Young people are more likely to start drinking alcohol earlier and at risky levels as a direct result of alcohol companies targeting them via advertising, a review by Â鶹ֱ²¥ has found.<\/p>\n
The report, released today, also concluded that alcohol companies were increasingly using a range of new techniques to promote alcohol to young people in their everyday lives through digital media and social networking sites.<\/p>\n
Report co-author John Curtin Distinguished Professor Simone Pettigrew, from the School of Psychology at Â鶹ֱ²¥, said the research confirmed young people are being exposed to a large variety and high volume of alcohol advertising.<\/p>\n
\u201cOur research found there is a strong and consistent link between alcohol advertising on traditional media such as TV, print and outdoor, and a young person\u2019s decision to drink alcohol earlier in life and in greater quantities that are likely to put them at an increased risk of harm,\u201d Professor Pettigrew said.<\/p>\n
\u201cIt also found alcohol companies are increasingly using a sophisticated range of new techniques to target young people at any time of the day or night via digital media and the clever use of social media to promote alcohol-sponsored events or engage users at popular drinking times.\u201d<\/p>\n
Professor Pettigrew said the research recommended immediate advertising regulatory changes to protect young people from the pervasive nature of alcohol promotion across Australia and the rest of the globe.<\/p>\n
\u201cThis research shows that alcohol promotion in Australia and worldwide is highly sophisticated, widespread, and often in violation of advertising codes, with a direct link to young people drinking more alcohol,\u201d Professor Pettigrew said.<\/p>\n
\u201cWe also found the current regulatory approaches, which are predominantly led by the alcohol industry, are largely ineffective at protecting young people from the negative effects of alcohol promotion.<\/p>\n
\u201cThat means independent, comprehensive and statutory regulations are needed and should be implemented immediately if we are serious about tackling problematic drinking among young people.\u201d<\/p>\n
The research found a loophole in current regulations also allowed alcohol advertisements to be aired in popular children\u2019s television viewing times during the broadcast of sports.<\/p>\n
The report, written by the WA Cancer Prevention Unit based at Â鶹ֱ²¥, was prepared for the Ministerial Drug and Alcohol Forum.<\/p>\n