The more exposure young people have to alcohol advertising, the more they drink, it is that simple.
The NZ Herald article reported that “The forum, chaired by former rugby league coach and businessman Graham Lowe, concluded after a two-year inquiry that the total cost of alcohol-related harm in this country was ‘enough to justify further restrictions on alcohol advertising and sponsorship’”.
The forum added “In addition, we understand there is compelling evidence that early initiation to drinking alcohol and increased consumption are predictive of, and associated with, increased experience of alcohol-related harm”.
The forum made 14 recommendations for the good of NZ communities:
1. Ban alcohol sponsorship of all streamed and broadcast sports
2. Ban alcohol sponsorship of sports long-term
3. Ban alcohol sponsorship (naming rights) at all venues
4. Ban alcohol sponsorship of cultural and music events where 10% or more of participants and audiences are younger than 18
5. Introduce a sponsorship replacement funding programme
6. Introduce a targeted programme to reduce reliance on alcohol sponsorship funding
7. Ban alcohol advertising during streamed and broadcast sporting events
8. Ban alcohol advertising where 10% or more of the audience is younger than 18
9. Further restrict the hours for alcohol advertising on broadcast media
10. Continue to offset remaining alcohol advertising by funding positive messaging across all media
11. Introduce additional restrictions on external advertising on licensed venues and outlets
12. Establish an independent authority to monitor and initiate complaints about alcohol advertising and sponsorship
13. Establish a mechanism to identify and act on serious or persistent breaches of advertising standards
14. Establish a multi-stakeholder committee to periodically review and assess Advertising Standards Complaints Board decisions and pre-vetted advertising
Bring it on is all I can say.
To read the full report click here.