Teenagers who drink perceive alcohol ads are aimed at them – study

Researchers find ads could be breaching code over actors’ youthful appearance

Source: https://www.theguardian.com/

Australian Associated Press

27 Apr 2018

Alcohol ads shown in Australia may be in breach of the advertising code, with many of the actors perceived to be younger than 25, a study has found.

The voluntary alcohol beverages advertising code (ABAC) requires actors be at least 25 and to clearly depicted as adults, in order to avoid any ambiguity around the legal drinking age.

But a study published on Friday found teens who drink heavily often – consuming 11 or more standard drinks per occasion – believe the alcohol ads appeal to their age group because of the attractive, young-looking actors.

Researchers at Curtin University’s National Drug Research Institute surveyed the reactions of more than 350 young people aged from 16 to 19, after they were shown six current print and online advertisements for beer, cider, wine, whiskey and sweet liqueur.

More than half thought the actors used “always” or “usually” appeared to be under 25, according to the findings published in the Australian and New Zealand Journal of Public Health. A further 21% thought they “sometimes” appeared to be under 25.

Almost all (94%) thought the character used in a liqueur advertisement was under 25, and almost 30% thought the adverts were marketed at people under 18.

The study found the apple cider and liqueur advertisements were the most likely to be rated as being “very” or “quite” appealing. These beverages were often associated with physical attractiveness and being fashionable among the study participants.

One 19-year-old female respondent said the drink would make her feel “hot” like the actor in the ad.

Lead researcher Dr Tina Lam, a research fellow at NDRI, said the findings indicated an “urgent” review of the alcohol advertising codes was required.

“This study draws directly on the views of young people, rather than relying on the views of experts or researchers, to understand the way in which alcohol adverts are perceived,” Lam said.

“The young people’s responses support a large body of research indicating that young people regularly perceive messages that alcohol enhances mood or confers some social benefit.”

Fergus Taylor, the executive director of Alcohol Beverages Australia, said the study provided no evidence that alcohol ads caused underage drinking.

“The evidence-based and widely accepted factors affecting underage alcohol consumption are parental and sibling influences and peer drinking behaviour, and the ABAC standards ensure advertising doesn’t target or appeal to minors or encourage irresponsible consumption,” Taylor said.

He said the latest National Drug Strategy Household Survey showed that young people were making better decisions about alcohol, saying “82% of 12 to 17-years-olds are now not drinking at all”.

“Australians aged 14 to 24 have continued to delay starting drinking, up from 14.7 years in 2001 to 16.1 years now,” Taylor added.