TV sports expose children to alcohol ads

Children are highly exposed to alcohol advertising on television during broadcast of sporting events.

This is the finding from a study published in the February issue of Australian and New Zealand Journal of Public Health by Sondra Davoren and Craig Sinclair from Cancer Council Victoria.

The Commercial Television Industry Code of Practice (CTICP) has an exemption that allows alcohol advertisements during live sports broadcasts between 5 am and 8.30 pm on weekends and public holidays.

“Almost half of all alcohol advertisements are shown on weekends and public holidays and this reflects the impact of the CTICP exemption,” said Ms Davoren.

“Alcohol advertising is known to encourage people to begin drinking at a younger age. In the longer term, this leads to higher alcohol consumption.

“The 2009 National Preventative Health strategy recommended phasing out alcohol promotions from times and placements that have high exposure to people under the age of 25 years.

“As a first step, the CTICP exemption must be removed, followed by the phasing out of alcohol sponsorship of sporting and cultural events, particularly those with strong appeal to young people.”