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April 27th, 2013 
Peter Nolan
Updated
Advertisers are exploiting a loophole in current regulations that put no limit on the amount of alcohol advertised during weekend sports broadcasts, according to researchers.
A new analysis has tallied the amount of alcohol advertising shown during the NRL finals series and the AFL grand final, which is Australia’s most watched sporting event.
Researchers from the Centre for Health Initiatives at the University of Wollongong not only looked at commercials, but also sponsored graphics and banners on the field and in the stands.
The analysis found more than 18 per cent of the NRL’s grand final broadcast contained some form of alcohol promotion.
The 2012 AFL grand final featured a similar amount of alcohol advertising.
“What this study does tell us is that alcohol marketing is everywhere, particularly during sporting events – which is a loophole of current regulations,” said Lance Barrie, the report’s co-author.
Typically, alcohol advertising on commercial television is restricted to between 8:30pm and 5:00am.
One part of the research focused on normal ad breaks. The second examined subtler forms of marketing around the grounds and sponsored segments, known as “integrated advertising”.
While traditional commercials accounted for just 5 per cent of all alcohol marketing in the broadcasts, integrated advertising was weaved throughout the games.
The researchers found non-sporting programs that aired at the same time featured significantly less alcohol advertising.
Drinking habits
Previous research has shown that exposure to alcohol advertising can have a significant impact on young people’s drinking habits.
“We know that exposure to alcohol advertising in young people is related to early initiation of drinking, [and] it’s relating to higher rates of consumption as they get older,” said Sondra Davoren from the Cancer Council and Alcohol Policy Coalition.
But brewers argue there is no link between alcohol advertising and binge drinking.
Jeremy Griffith from Carlton and United Breweries says alcohol ads have been running for years, and during that period consumption has steadily declined.
“Australians continue to drink less alcohol, and there are fewer underage drinkers in Australia,” he said.
“We have one of the most rigorous advertising codes in the world; all our ads are independently reviewed.”
John Tripodi from marketing firm Twenty3 Sport and Entertainment believes Australian broadcasts mirror those seen in Europe and the United States.
“The alcohol industry is what I’d classify as hyper-competitive, so any edge an alcohol brand can have over its competitor… it’ll be looking to push the boundaries to get that edge,” he said.
Alcohol advertising is bound by a code written by the liquor industry and administered by the Alcohol Advertising Review Board.
Health groups have long argued the code is worthless and want an independent regulator appointed.
“We have the situation where it’s not a sports broadcast, it’s an extended ad for alcohol,” Ms Davoren said.
Last year, Netball Australia and Football Federation Australia agreed to ban alcohol sponsorship within their codes in return for federal funding.
The AFL, NRL and Cricket Australia did not take up the offer.
Government spokesman Mark Butler has promised to release a discussion paper on the regulation of alcohol advertising.
Topics:
advertising,
alcohol,
drug-use,
health,
information-and-communication,
advertising-and-marketing,
industry,
business-economics-and-finance
First posted
Source Article from http://www.abc.net.au/news/2013-04-27/alcohol-advertisers-exploiting-loophole-during-sports-broadcasts/4654810
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