Alcohol consumption is a leading contributor to the global burden of disease and death. Given the harms attributable to alcohol, there is a need to examine the factors that contribute to its consumption. One known influence is alcohol promotion. The alcohol industry is a multinational entity that devotes substantial resources to the promotion of alcohol. There is evidence to suggest that these efforts have become increasingly sophisticated and widespread in recent years. As well as traditional forms of media such as television and magazines, alcohol is promoted through less explicit means such as sports sponsorship and alcohol-branded merchandise. Alcohol is also increasingly promoted via newer forms of media, such as social media platforms. This report provides an overview of the nature, extent, and impact of alcohol promotion, with a specific focus on the influence of alcohol promotion on young people. Major findings are as follows:
• Studies show that young people are exposed to a large and growing amount of alcohol advertising on traditional media and have high levels of awareness of this advertising. Analyses of alcohol advertising via traditional media channels show a high rate of advertising code violation. These code violations occur disproportionately in media with high youth exposure. Internal marketing documents show that some alcohol marketers seek to include content in advertising that targets youth, promotes excessive consumption of alcohol, and links alcohol with social success, while attempting to stay within the letter of advertising codes.
• Sports sponsorship by the alcohol industry occurs at both the community and professional level. Sponsorship practices by alcohol companies mean there are numerous visual references to alcohol during televised sports events. Research suggests that alcohol promotion practices at live sporting events serve to normalise the association between sports and alcohol consumption.
• A loophole in current regulations allows alcohol advertising to be aired in children’s popular television viewing times during sports programming. This means Australian children and adolescents are exposed to a substantial amount of alcohol advertising on television.
