Policy implications of the extent, nature and effects of young people’s exposure to alcohol promotion in sports-related contexts

Pettigrew, Simone; Grant, Hayley

doi:10.21307/eb-2020-003

Cited by 6 publications

(5 citation statements)

References 106 publications

(180 reference statements)

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“…22 In Australian sports and, in particular, the most popular spectator sports such as Australian rules football, rugby league and cricket, alcohol marketing is commonplace. [23][24][25][26][27][28] Estimates of sport-related alcohol industry marketing expenditure in Australia vary between A$50 million and A$300 million. 29 Exposure to alcohol marketing during sports broadcasts can be particularly problematic for children aged 8-12 years, who tend to become fascinated with real-life heroes, such as sport stars.…”

Section: Potential Financial Impact On Television Network Of a Ban On...mentioning

confidence: 99%

“…Alignment with a healthy activity, such as sport, is highly beneficial for alcohol brands as the association can obscure the health risks related to their products 22 . In Australian sports and, in particular, the most popular spectator sports such as Australian rules football, rugby league and cricket, alcohol marketing is commonplace 23–28 . Estimates of sport‐related alcohol industry marketing expenditure in Australia vary between A$50 million and A$300 million 29…”

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confidence: 99%

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Potential financial impact on television networks of a ban on alcohol advertising during sports broadcasts in Australia

Martino

Ananthapavan

Moodie

et al. 2022

Australian and New Zealand Journal of Public Health

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Objective: This study aimed to assess the potential financial impacts on Australian television networks of a ban on alcohol advertising during sports broadcasts. Methods: We analysed television advertising data from Nielsen, a commercial market research company. The data included details of all advertisements (ads) for the 10 highest‐spending alcohol brands on free‐to‐air television networks in the five largest capital cities in Australia over a 12‐month period (November 2018–October 2019). We estimated alcohol advertising spend during sports broadcasts. Financial value per network was estimated using ad duration and total spend per channel. Results: There were 10,660 alcohol ads (average of 75 minutes per week) shown during sports broadcasts, amounting to A$14.4 million in revenue to television networks. Forty‐five per cent of these ads were at children's viewing times. Channel Seven received the largest amount of alcohol advertising revenue (A$20.8 million), of which A$10.8 million (52.0%) was during sports broadcasts (0.5% of its total advertising revenue). Conclusions: Alcohol advertising during sports broadcasts is pervasive but contributes a relatively small proportion of revenue for television networks. Implications for public health: A ban on alcohol advertising during sport broadcasts is unlikely to have major financial impacts on broadcasters, whilst the health and social benefits are potentially substantial.

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Section: Potential Financial Impact On Television Network Of a Ban On...mentioning

confidence: 99%

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confidence: 99%

Potential financial impact on television networks of a ban on alcohol advertising during sports broadcasts in Australia

Martino

Ananthapavan

Moodie

et al. 2022

Australian and New Zealand Journal of Public Health

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“…In Australia, many of the national sporting organisations, competitions, events and teams have sponsorship arrangements with alcohol brands, particularly in popular sports such as Australian rules football (AFL), rugby league (NRL) and cricket, which account for approximately two-thirds of all alcohol sponsorships [ 2 ]. Elite sport sponsorship achieves high reach and strong engagement through live spectatorship as well as those watching on television or other screens [ 3 ].…”

Section: Introductionmentioning

confidence: 99%

Can counter-advertising exposing alcohol sponsorship and harms influence sport spectators’ support for alcohol policies? An experimental study

et al. 2023

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Background Exposure to alcohol advertising and sponsorship through elite sport is associated with harmful use of alcohol. Owing to strong financial and cultural ties between alcohol and sport in Australia, policy action to restrict alcohol sport sponsorship is unlikely to occur without strong public support for change. This study tested whether exposure to counter-advertising exposing industry marketing of harmful products—a technique shown to be effective in tobacco control—promotes higher support for policy change and less favourable beliefs about the alcohol industry among sport spectators. Methods A sample of 1,075 Australian adults aged 18–49 years who planned to watch an National Rugby League (NRL) State of Origin series game, featuring prominent alcohol sponsorship, was recruited through an online panel and randomly assigned to one of three conditions: control (neutral advertisement); counter-advertisement exposing alcohol harms; counter-advertisement exposing alcohol sponsorship and harms. Participants completed a pre-test questionnaire and viewed their assigned counter-advertisement multiple times in the 5–7 days before the NRL game. Within four days of watching the game, participants completed post-test measures. Results Compared to both the control advertisement and the counter-advertisement exposing alcohol harms, participants who viewed the counter-advertisement exposing alcohol sponsorship and harms were significantly more likely to indicate support for each of four policies aimed at restricting sports-related alcohol marketing, including the complete removal of alcohol sponsorship from sport (51% vs. 32% and 37%). They were also significantly less likely to agree with statements such as “alcohol companies should be allowed to sponsor sport since their products are legal” (39% vs. 63% and 60%) and significantly less likely to report liking alcohol companies in general (38% vs. 59% and 54%). There were no significant differences in policy support or industry beliefs between participants who saw the counter-advertisement exposing alcohol harms and those who saw the control advertisement. Conclusion Counter-advertising employing messages that expose and critique the intent and impact of pervasive alcohol sponsorship in sport has potential to bolster public support for policies targeting alcohol sport sponsorship, diminish beliefs supportive of alcohol industry marketing strategies and enhance negative views of alcohol companies and their marketing practices.

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“…The focus on alcohol advertising in the present study was chosen for several reasons. First, a substantial body of research evidence is available to inform deliberations about alcohol advertising policy (for recent reviews see [22][23][24][25][26]). The evidence base has developed to a level where it can be concluded that exposure to alcohol advertising is a cause of alcohol use among young people [27,28].…”

Section: Introductionmentioning

confidence: 99%

An evaluation of the evidence submitted to Australian alcohol advertising policy consultations

et al. 2021

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Background Industry self-regulation is the dominant approach to managing alcohol advertising in Australia and many other countries. There is a need to explore the barriers to government adoption of more effective regulatory approaches. This study examined relevance and quality features of evidence cited by industry and non-industry actors in their submissions to Australian alcohol advertising policy consultations. Methods Submissions to two public consultations with a primary focus on alcohol advertising policy were analysed. Submissions (n = 71) were classified into their actor type (industry or non-industry) and according to their expressed support for, or opposition to, increased regulation of alcohol advertising. Details of cited evidence were extracted and coded against a framework adapted from previous research (primary codes: subject matter relevance, type of publication, time since publication, and independence from industry). Evidence was also classified as featuring indicators of higher quality if it was either published in a peer-reviewed journal or academic source, published within 10 years of the consultation, and/or had no apparent industry connection. Results Almost two-thirds of submissions were from industry actors (n = 45 submissions from alcohol, advertising, or sporting industries). With few exceptions, industry actor submissions opposed increased regulation of alcohol advertising and non-industry actor submissions supported increased regulation. Industry actors cited substantially less evidence than non-industry actors, both per submission and in total. Only 27% of evidence cited by industry actors was highly relevant and featured at least two indicators of higher quality compared to 58% of evidence cited by non-industry actors. Conclusions Evaluation of the value of the evidentiary contribution of industry actors to consultations on alcohol advertising policy appears to be limited. Modifications to consultation processes, such as exclusion of industry actors, quality requirements for submitted evidence, minimum standards for referencing evidence, and requirements to declare potential conflicts, may improve the public health outcomes of policy consultations.

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Policy implications of the extent, nature and effects of young people’s exposure to alcohol promotion in sports-related contexts

Cited by 6 publications

References 106 publications

Potential financial impact on television networks of a ban on alcohol advertising during sports broadcasts in Australia

Potential financial impact on television networks of a ban on alcohol advertising during sports broadcasts in Australia

Can counter-advertising exposing alcohol sponsorship and harms influence sport spectators’ support for alcohol policies? An experimental study

An evaluation of the evidence submitted to Australian alcohol advertising policy consultations

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