Seven years after strict new rules were introduced to stop drinks companies marketing alcohol to children, teenagers are again being targeted, a report finds. Research by the Youth Alcohol Advertising Council — which is co-ordinated by Alcohol Concern— warns that existing rules are not doing enough. Emily Robinson of Alcohol Concern said: "If Government is serious about tackling binge drinking, then protecting children through full implementation of the existing codes on alcohol advertising is an obvious place to start. Under the code, alcohol advertising must not imply drinking alcohol is a key component of social success or that it can contribute to an individual's popularity or confidence.
Do alcohol ads really influence teen drinking?
Advertising, Alcohol And Adolescents -- ScienceDaily
Parents might do their best to shield their kids from advertising related to alcohol, but alcohol marketers are doing their best to reach them anyway. That's the finding of new research that discovered that the content of alcohol ads placed in magazines is more likely to violate industry guidelines if the ad appears in a magazine with sizable youth readership. The research, which was done by the Center on Alcohol Marketing and Youth CAMY at the Johns Hopkins Bloomberg School of Public Health, found that ads in magazines with a substantial youth readership 15 percent or more frequently showed alcohol being consumed in an irresponsible manner. Examples include showing alcohol consumption near or on bodies of water, encouraging overconsumption, and providing messages supportive of alcohol addiction. In addition, nearly one in five ad occurrences contained sexual connotations or sexual objectification. The researchers examined 1, ads for alco-pops, beer, spirits or wine that appeared more than 2, times in 11 different magazines that have or are likely to have disproportionately youthful readerships. Ads were analyzed for different risk codes: injury content, overconsumption content, addiction content, sex-related content and violation of industry guidelines.
Study: Super Bowl Beer Ads Make Kids and Teens More Likely to Drink
The advertising of alcohol, the marketing of alcoholic products, peer pressure and parental influence all play a part in the level of alcohol consumption among young people. These are the findings of a team of University of Leicester experts who have been investigating the effect of alcohol advertising on young people, which also indicate that advertising seems to be most effective in the case of alcopops and cider. Many teenagers experiment with alcohol.
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