Call for alcohol advertising restrictions during TV football

12th September, 2013 by Amy Hopkins

UK researchers have said restrictions on alcohol marketing campaigns aired during televised football matches “may be justified”.

Scientists call for alcohol advertising restrictions in TV football

According to the study, current alcohol advertising restrictions are not adequate during televised football matches

A new study by public health specialists has shown that football fans see around two references to alcohol brands every minute when they watch a match on TV, as well as formal advertising during commercials.

In particular, the researchers – who work for both universities and the NHS – said that due to the vast numbers of children who watch football matches on television, alcohol advertising might encourage youth drinking.

Andy Graham, a public health specialist working for the NHS who helped conduct the research, watched more than 18 hours of football matches aired on the BBC, ITV and Sky, noting every mention or visual of an alcohol brand on screen.

The results, published in the academic journal Alcohol and Alcoholism, revealed that in the six matches studied, there were 2,042 visual references, 32 verbal mentions and 17 alcohol commercials.

The team identified a wide use non-traditional advertising methods as the main source of marketing spending (£600 million out of an overall spend of £800 million), including social media, viral campaigns and sponsorship.

Researchers said that current advertising regulations do not adequately restrict this type of embedded marketing.

The conclusion in the paper reads: “In the UK, alcohol marketing is subject to industry self-regulation with a focus on not appealing directly to children, encouraging over-consumption or associating alcohol with social or sexual success, irresponsible behaviour or illegal drugs.

“This fails to reflect the nature of alcohol marketing in contemporary televised sport where most marketing is constant repetition of simple logos.

Claiming that non-traditional advertising where alcohol consumption and sport are associated might actually “reflect one aspect of social success”, the report continues: “Restriction of all alcohol sports sponsorship, as seen for tobacco, may be justified.”

This latest call for further alcohol advertising restrictions in the UK follows a bid by the South African government to ban all alcohol advertising in the country.

Leave a Reply

If that's interesting, how about these?

Alcohol abuse kills 20 Scots every week

New figures reveal approximately 20 deaths a week in Scotland are connected to more...

New US whiskey brand inspired by beach life

Marketing and distribution firm Taliera has launched a new brand of American more...

Corralejo to mark 20th anniversary at TFWA

Fraternity Spirits will celebrate Tequila Corralejo's 20th anniversary with a more...

NZ proposes 68-hour Rugby World Cup booze bill

An alcohol watchdog has slammed proposals by MPs to permit New Zealand bars to more...

Glenfiddich completes core range redesign

William Grant & Sons UK has revamped the packaging for its Glenfiddich core 12 more...

Bunnahabhain to use fishing boat for barrels

Bunnahabhain has partnered with two contemporary artists to produce the first more...

Bottega’s Limoncino passes million bottle mark

Treviso-based Bottega is now selling more than one million bottles of its more...

Alcohol sales in Scotland on the rise

Alcohol sales in Scotland increased last year, bucking the downward trend since more...

Cognac fan downs bottle in airport LAGs dispute

A Chinese passenger who was told at airport security that she could not board a more...

Jim Beam latest to win 'handcrafted' lawsuit

Beam Suntory has claimed victory in a lawsuit alleging its Jim Beam Bourbon more...

Vodka's performance in six key markets

Vodka may be hot stuff in some of the world’s emerging markets, but in its more...

Police seize fake alcohol worth £30,000 at Notting Hill Carnival

Counterfeit alcohol worth more than £30,000 was seized at London's Notting more...

Most Americans agree with current alcohol laws

The majority of Americans “overwhelmingly” support their country’s more...

Edinburgh Gin sells 90k drinks during Fest

Spencerfield Spirit-owned Edinburgh Gin reports it has sold more than 90,000 more...

Bar owner's $50,000 alcohol licence revoked

A bar owner who bought an alcohol licence for US$50,000 has had his permit more...

Southern Comfort expands makeover to RTDs

Southern Comfort has redesigned the packaging of its ready-to-drink range for more...

Study finds alcohol does not influence 'perceived attractiveness'

A new study has revealed there is no connection between alcohol consumption and more...

William Grant unveils Rugby World Cup campaign

William Grant & Sons UK has launched a social media campaign offering fans the more...

One in five London pensioners drink at 'unsafe' levels

Middle class pensioners in London are risking their health by consuming alcohol more...

Pernod Ricard launches social media guide

Pernod Ricard UK has launched a social media guide aimed at retailers to help more...