Media release from Alcohol Action NZ
Children are even more exposed than adults to alcohol marketing
according to a RAND corporation study for the European Commission,
in the latest edition of the British Medical Journal (BMJ
10-15 year olds in the UK see 10% more TV alcohol advertising in
total than their parents and specifically, see 50% more advertising
of RTDs ("alcopops"), the sweetened grooming alcoholic drinks
targeting young people.
The report goes further and warns the situation is probably even
more serious than this given the rapid expansion of alcohol
marketing through social networking sites such as Facebook and
Twitter, known to be used preferentially by the young.
Alcohol Action NZ is holding its annual conference this Thursday
7th March at Te Papa, Wellington on the theme "The Perils of
The conference will feature keynote addresses from Professors
Jennie Connor and Janet Hoek (University of Otago), Professors
Sally Casswell and Antonia Lyons (Massey University) and overseas
expert Dr Kerry O'Brien (Monash University). They will highlight
the insidious but powerful influence that alcohol marketing has on
maintaining NZ's damaging drinking culture through influencing the
population, especially the next generation, to believe that
drinking alcohol is the path to happiness and success.
13 peer reviewed longitudinal studies have shown alcohol marketing
works on young people. It increases the likelihood adolescents will
begin drinking and for those who already are drinking, it
influences them to drink more.
Alcohol Action NZ advocates the dismantling of all alcohol
advertising and alcohol sponsorship. This is what the Rand
corporation report confirms, what the UK's first independent
alcohol strategy calls for, and what the Law Commission has
recommended here in NZ.
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