MURAL - Maynooth University Research Archive Library

    Child and adolescent exposure to alcohol advertising in Australia's major televised sports

    Carr, Sherilene and O'Brien, Kerry S. and Ferris, Jason and Room, Robin and Livingston, Michael and Vandenberg, Brian and Donovan, Robert J. and Lynott, Dermot (2015) Child and adolescent exposure to alcohol advertising in Australia's major televised sports. Drug and Alcohol Review, 35 (4). pp. 406-411. ISSN 09595236

    Download (194kB) | Preview

    Share your research

    Twitter Facebook LinkedIn GooglePlus Email more...

    Add this article to your Mendeley library


    Introduction and Aims.Exposure to alcohol advertising is associated with greater alcohol consumption in children andadolescents, and alcohol advertising is common in Australian sport.We examine child, adolescent and young adult exposure toalcohol advertising during three televised sports in Australia: Australian Football League (AFL), cricket and the NationalRugby League (NRL).Methods.Alcohol advertising and audience viewing data were purchased for all AFL, cricket andNRL TV programs in Australia for 2012.We estimated children and adolescents (0–17 years) and young adults (18–29 years)exposure to alcohol advertising during AFL, cricket and NRL programs in the daytime (06:00–20:29 h), and night-time(20:30–23:59 h).Results.There were 3544 alcohol advertisements in AFL (1942), cricket (941) and NRL programs(661), representing 60% of all alcohol advertising in sport TV, and 15% of all alcohol advertisements on Australian TV.Theseprograms had a cumulative audience of 26.9 million children and adolescents, and 32 million young adults. Children andadolescents received 51 million exposures to alcohol advertising, with 47% of this exposure occurring during the daytime.Children and adolescents exposure to alcohol advertising was similar to young adults and peaked after 8.30pm.Discussionand Conclusions.Child and adolescent and young adult’s exposure to alcohol advertising is high when viewing sport TVin Australia in the daytime and night-time. Current alcohol advertising regulations are not protecting children and adolescentsfrom exposure, particularly in prominent televised sports. The regulations should be changed to reduce children and adolescentexcessive exposure to alcohol advertising when watching sport.[Carr S, O’Brien KS, Ferris J, Room R, Livingston M,Vandenberg B, Donovan RJ, Lynott D. Child and adolescent exposure to alcohol advertising in Australia’s majortelevised sports.

    Item Type: Article
    Keywords: alcohol; advertising; sport; children; TV;
    Academic Unit: Faculty of Science and Engineering > Psychology
    Item ID: 15650
    Identification Number:
    Depositing User: Dermot Lynott
    Date Deposited: 09 Mar 2022 12:32
    Journal or Publication Title: Drug and Alcohol Review
    Publisher: Wiley
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

    Repository Staff Only(login required)

    View Item Item control page


    Downloads per month over past year

    Origin of downloads