June 21st, 2021 by David Sedgwick. From News Post Leader.
Health campaigners have questioned the inappropriateness of alcohol brands sponsoring high profile sports events, exposing children to alcohol.
“Is it ethical to deliberately have product placement of Heineken beer branding in front of football starts and managers during press conferences at the European Championship?”, Balance questions.
Considering what research shows when it comes to exposure to alcohol sponsorship and its association with increased levels of alcohol consumption and risky drinking among schoolchildren and sports people, the WHO already recommends restricting alcohol marketing.
In fact, the Acting Head of Alcohol Policy for Fresh Balance, Sue Taylor said: “It is appalling that millions of children are seeing alcohol brands in front of their favorite football players and managers. It is designed to give the impression that they endorse these products, and that they’re having a pre or post-match beer which is totally 
misleading and inappropriate … Big alcohol companies invest billions of pounds in advertising strategies and events like the Euros, which are aimed at increasing their market share and making people associate sport, success and fitness with alcohol”. She continues: “However, we know that alcohol is a harmful substance, and we need to do more to protect our children from alcohol advertising, particularly in a sporting context, where millions of under-18s are watching the Euros.”
Alice wiseman, alcohol lead for the Association of directors of Public Health, also comments: “It is hugely worrying to see young people across our region being exposed to alcohol advertising in this way.” and continues:”In the North East, we suffer from some of the greatest alcohol-related harms in the country and alcohol specific deaths recently hit record highs.Heineken’s sponsorship of the European Football Championships sends out the message that alcohol products are a normal and desirable part of sport and everyday life.” She concludes: “We must do more to challenge this and make sure that our children are better protected from alcohol advertising”.
Find the full article here: https://www.newspostleader.co.uk/health/health-campaigners-question-alcohol-advertising-at-euro-2020-3279021.