Alcohol adverts ‘commonly appeal’ to underage teenagers, study finds
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Researchers say the findings indicate potential ‘weaknesses in the regulatory codes’.
By Erin Santillo & Josie Clarke
Adverts for alcohol ‘commonly appeal’ to teenagers under the legal drinking age, a study has found.
A survey of 11 to 17-year-olds by the Institute of Alcohol Studies (IAS) found just over half reacted positively to adverts featuring Fosters Radler beer and Smirnoff vodka brands (53% and 52% respectively), and a third (34%) reacted positively to an advert featuring the Haig Club whisky brand.
The findings, published in the journal Alcohol and Alcoholism, have led the IAS to call on UK policymakers to consider tighter alcohol advertising legislation, saying the research identifies potential ‘weaknesses in the regulatory codes’.
Among approximately 1,500 adolescents who had never drunk alcohol, having a positive reaction to each of the adverts was associated with around one and a half times increased odds of being susceptible to drink in the next year.
And among approx...
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