Alcohol Focus Scotland. Children’s recognition of alcohol marketing. Alcohol market briefing. Glasgow: https://www.alcohol-focus-scotland.org.uk/media/62890/Children_s_Recognition_of_Alcohol_Marketing_Briefing.pdf (2015).
In the UK, the alcohol industry spends around £800 million annually marketing its products1.
There are concerns that the high volume of alcohol promotion in the UK may serve to normalise
drinking, particularly amongst younger viewers. This study has sought to learn whether alcohol
marketing messages are reaching primary schoolaged children and to test marketing associations
across different promotional channels.
Children as young as 10 years old are highly familiar with alcohol brands and televised alcohol
advertising. The study shows football clubs and tournaments are strongly associated with the beer
brands that sponsor them, particularly by boys. Existing advertising codes for alcohol are designed
to prevent targeting of under-18s, but children appear to be consuming high volumes of alcohol
marketing nevertheless. More effective controls may be needed to ensure alcohol marketing
messages only reach adult audiences.