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CHILDREN SEE TSUNAMI OF ALCOHOL ADS, SAYS EMINENT PROFESSOR OF PUBLIC HEALTH
Researchers found children and adolescents exposed to 51m instances of alcohol advertising on AFL, cricket and NRL TV shows in Australia in one-year period
Children are being “ruthlessly subjected to a tsunami of alcohol promotion,” an eminent professor of public health, Mike Daube, said in response to Australia’s first comprehensive study examining children’s exposure to alcohol advertising during sport on television.
Researchers led by Monash University in Victoria studied alcohol advertising and audience viewing data for all AFL, cricket and NRL TV programs in Australia over a one-year period, and found the cumulative audience of 26.9m children and adolescents were exposed to 51m instances of alcohol advertising.
The study, released on Friday, found 47% of those advertisements were broadcast between 6am and 8.30pm.
Director of the McCusker Centre for Action on Alcohol and Youth, Professor Mike Daube, said previous surveys had shown more than-two thirds of Australians wanted alcohol sponsorship phased out of sport.
“The sports are more interested in money than health – it’s time for the politicians to act,” Daube said.
“Children are being ruthlessly subjected to a tsunami of alcohol promotion. Nobody outside the alcohol lobby could defend the association of alcohol with sporting success.”
The study also found the three sporting codes represented 60% of all alcohol advertising in sport television, and 15% of all alcohol advertisements on Australian television.
The analysis did not include alcohol advertising placed on player uniforms or on field and stadium signage, and therefore likely underestimated actual alcohol advertising exposure, the study published in Drug and Alcohol Review found.
The findings come as the NSW premier, Mike Baird, told attendees at the Take Kare gala dinner in Sydney on Wednesday night that governments “need to do more in sport advertising”.
“I think we can do much more, and we will do much more,” Baird said.
“I find it quite an incredible position where the captain of our cricket team sits there with a big VB on the middle. We all love the captain of our cricket team, but I find that an incredible position.”
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copia integrale del testo si può trovare al seguente link:
http://www.theguardian.com/society/2015/sep/18/children-see-tsunami-of-alcohol-ads-says-eminent-professor-of-public-health
(Articolo pubblicato dal CUFRAD sul sito www.alcolnews.it)