Alcohol marketing and young people
Alcohol marketing has a powerful effect on young people in Australia. Amid a background of rising community concerns about the effects of excessive alcohol consumption, young people in Australia are being exposed to an unprecedented level of alcohol marketing. This report surveys the key features of contemporary alcohol marketing, reviews the research literature investigating the effects of this marketing on young people, and considers the need for new policy responses.
In addition to advertising through television and radio, the growth in online and mobile technologies has fuelled a dramatic increase in the volume and variety of alcohol marketing and promotions. Alcohol companies are aggressively harnessing the marketing potential of Facebook, online video channels, interactive games and mobile phone marketing. This has occurred alongside an increase in product placement in films and music, alcohol-sponsored music and sporting events, alcohol-branded merchandise, and the proliferation of new alcoholic brands and flavours.