British youth more exposed to alcohol ads

by Quentin Hurel - 2013.03.25

The Alcoholic Beverages Advertising Code (ABAC) in Australia has admonished five Liquorland adverts that spread images of young adults drinking large quantities of alcohol. An advert that gives a very bad example, if we also consider latest research about this matter. In fact, at a European level, a study conducted by the Rand Corporation for the European Commission has found that children and youngsters in the UK, for example, are more exposed to alcohol advertisements than adults. 10-15 year olds see 10% more alcohol advertising on TV than their parents and even 50% more for pre-mixed drinks. The report has also warned of the expansion of alcohol marketing on social media which young people are the heaviest users. Some advertisements use slogans that clearly call to "drink to be drunk". That can increase the likelihood that teenagers will start binge drinking and can encourage those who already drink to consume more.

Published in Alcoholism.
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