Health Alcohol ad binge boosts risky drinking in young people

Alcohol ad binge boosts risky drinking in young people

When it comes to alcohol, the more ads we see, the more we drink, especially if we’re young.

That’s the worrying finding from Curtin University research.

The study also found alcohol companies were using sophisticated new techniques to reach young people — including social media.

Curtin University’s Simone Pettigrew says young drinkers are more vulnerable than ever.

“Our research found there is a strong and consistent link between alcohol advertising on traditional media such as TV, print and outdoor, and a young person’s decision to drink alcohol earlier in life and in greater quantities that are likely to put them at an increased risk of harm,” Pettigrew says.

The alcohol industry is worth almost $20 billion annually and provides around $6 billion in tax revenue.

Professor Pettigrew said the research recommended immediate advertising regulatory changes to protect young people from the pervasive nature of alcohol promotion across Australia and the rest of the globe.

“This research shows that alcohol promotion in Australia and worldwide is highly sophisticated, widespread, and often in violation of advertising codes,” she says.

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