Alcohol Concern is asking the government to consider whether the harms outweigh the financial benefits of alcohol marketing in sport. This comes after new research shows that those who watched key World Cup broadcasts, which included millions of children and young people, saw one example of alcohol marketing for each minute of football playing time and around 10 alcohol commercials.
In a report launched today by Alcohol Concern, new figures show that during six World Cup matches – including three England games – there were 585 alcohol promotional references, with official sponsor Budweiser beer unsurprisingly having the greatest volume of marketing.
In addition, around 10 alcohol adverts were screened during the commercials breaks for each programme. The viewing audience of children and young people under-18-years-old topped one million for three of the six games reviewed.
Tom Smith, Programme Policy Manager at Alcohol Concern, said: “Alcohol marketing is linked to consumption, particularly in under-18s. The volume of alcohol marketing in sport, especially in football which is popular with children and younger people, is enormous.
“Sport should inspire active participation and good health, not more drinking. To protect the younger generation the government needs to implement the phased removal of alcohol marketing from sport, as it has done with tobacco.
“If a million children can be exposed to alcohol marketing on TV and no rules be broken, we should also look at whether the existing rules that are meant to protect our kids are really working.”
I have nothing to add personally as this says it all. This needs to change.
Edited to add:
PPS In Malcolm Gladwell’s book Outliers he mentions the ‘10,000-Hour Rule’ whereby the key to success in any field is, to a large extent, a matter of practicing a specific task for a total of around 10,000 hours. So today I have practiced 10,000 hours sober 😉