Exposure to alcohol advertising has been a growing concern, with new research shedding light on its pervasive influence on vulnerable groups. One of the most troubling findings is how children are unwittingly exposed to alcohol advertising across multiple platforms, including television, social media, and even public spaces. This exposure has significant potential consequences, pushing the line between responsible marketing and its unintended societal impact.
This blog explores the depth of alcohol advertising exposure among children, revealing eye-opening stats from newly commissioned studies. Let’s uncover the facts and explore why this is an issue needing immediate attention.
Alcohol Advertising Making Unhelpful Waves Among Children
A recent study highlights how alcohol advertising exposure has infiltrated daily life for young people. Alarmingly, 70 per cent of Australian children aged 15 to 17 recalled seeing alcohol advertisements within the past month.
Other notable findings include:
- 32 per cent of children reported seeing alcohol ads on television, despite regulations intended to restrict such ads during children’s viewing hours.
- Over 41 per cent of surveyed children said they encountered alcohol advertising on three or more media platforms.
With mediums including the internet, social media, and even public spaces like bus stops and shopping centres contributing to exposure, the reach of alcohol advertising in the US and globally is deeply embedded in everyday environments.
Where Are Children Seeing Alcohol Advertising
The reach of alcohol advertising exposure in the US and Australia spans numerous platforms, making it hard to avoid. Here’s where children recalled seeing the adverts most frequently:
- 32 per cent on television (the highest among all media).
- 31 per cent in bottle shops.
- 29 per cent on social media.
- 27 per cent online.
Commercial television ranked as the most reported medium, highlighting a significant gap in the current advertising codes of practice. When paired with rising exposure in digital spaces and physical storefronts, it presents a pressing challenge.
The Cost of Loopholes in Regulations
Dr Ashlea Bartram from the NCETA explains that even with restrictions on alcohol advertising before watershed hours, children still encounter these ads. A “sports loophole” allows alcohol ads during televised sporting events, inadvertently exposing thousands of children to these promotions every weekend.
What’s worse is an open proposal by industry body Free TV Australia to extend advertising hours further! This proposal could mean an additional 800 hours a year of alcohol ads on TV, intensifying an already critical issue. Such developments highlight why reforms to the code of practice are essential to better reflect the community’s expectations and safeguard young audiences.
Impact of Alcohol Advertising on Young Minds
What’s the issue with children seeing alcohol ads, you may ask? Research consistently shows that exposure to alcohol advertising can influence young people in several detrimental ways:
- Earlier Drinking Onset – Children exposed to alcohol promotion are more likely to start drinking at an earlier age.
- Riskier Alcohol Habits – Early exposure increases the chances of high-risk drinking patterns later in life.
- Harmful Behavioural Influence – Marketing glamorises alcohol products, influencing attitudes about substance reliance.
According to Ayla Chorley, CEO of FARE, “We must recognise the harm this level of exposure poses and close the gaps fuelling it.” Ensuring that alcohol marketing strictly adheres to ethical boundaries can directly reduce these risks.
What the Data Tells Us
Compounding the risk, the National Preventive Health Strategy 2021-2030 aims to reduce alcohol use among youth aged 14–17 years to less than 10 per cent by 2030. The current reality, however, indicates that 31 per cent of children in this age group consume alcohol.
If unchecked, widespread alcohol advertising could jeopardise these preventive health goals, as its influence actively contributes to normalising alcohol consumption among younger audiences. Encouragingly, research shows that 90 per cent of Australians oppose prolonged alcohol ad airtime, signifying public support for stronger safeguards.
Community expectation remains high. Professor Simone Pettigrew of the George Institute for Global Health summarised this well, stating, “Australians want entity-level accountability where children’s health and safety come first, overriding corporate interests.”
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