Daily Archives: 22/11/2014

Alcohol Marketing to Children

Following up on the post on the Drinkwise Campaign Launch report discussed before here the section on marketing to children was particularly worrying in terms of statistics.
There is a link between advertising and the amount that young people under-18 drink:
  • Alcohol advertising increases the likelihood that young people will start to consume alcohol
  • If young people already drink, alcohol adverts increase the likelihood they will drink more
  • 96% of 13-year-olds have encountered alcohol advertising in more than five different media
  • 0-15-year-olds view more alcohol adverts on TV than adults aged over 25

And where do they see this marketing?  These statistics taken from a piece of work done looking at awareness of UK 13 year old’s of alcohol marketing showed:

  • 60% special price offers
  • 53% billboard or posters
  • 55% in-store promotions
  • 77% on TV adverts
  • 66% branded clothing other items
  • 61% sponsorship of sports or teams
  • 34% sponsorship of music events/venues
  • 24% mobile logos or screensavers
  • 12% web pages or pop-ups
The industry has switched the focus of its estimated £800 million per annum marketing war chest to focus predominantly on digital marketing. As this is a form of communication heavily used by young people, this is a very worrying development. 67% of 12-15-year-olds have a social media profile and the voluntary safeguards that industry have put in place for television, radio and print advertising are virtually non-existent in the digital world.
“Whether deliberate or not, our results show that children are not protected from online marketing of alcohol”
Professor Theresa Marteau, University of Cambridge