Preview

Alcohol Advertisement in Australia

Better Essays
Open Document
Open Document
992 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Alcohol Advertisement in Australia
Alcohol advertising in Australia ignores the long-term and short-term health risks associated with excessive alcohol consumption; these are detrimental to the Australian population of all ages, therefore they should be banned. Alcohol advertising is the promotion of alcoholic beverages by alcohol companies through a range of different media. Alcohol advertising is one of the most closely regulated forms of advertising, along with tobacco. The self-regulation system in Australia is not effective at protecting children and youth from exposure to alcohol advertising, a great deal of which contains material appealing to these groups (Fielder, Donovan & Ouschan 2009).

The Alcoholic Beverages Advertising Code was introduced to guarantee that alcohol advertising will be conducted in a way that encourages responsibility and moderation in liquor merchandising and consumption, and does not promote the consumption of alcoholic beverages by underage persons. The Alcoholic Beverages Advertising Code first introduced in 1998 is the regulatory system for alcohol advertisement in Australia. For advertisement to comply with this code it is assessed to whom the advertisement is directed, and whom the advertisement may possibly be communicated. Australians’ consumption of alcohol is large on a global scale, with consumption estimated at 9.88 litres per capita in 2007 (National Preventative Health Taskforce 2009). Scientific research has revealed, over decades, that there is a correlation between alcohol advertising and the consumption of alcohol. However, it has not yet been proven that alcohol advertising causes higher consumption (Hanson, 2011). It is the Alcohol Companies aim to demonstrate that the alcohol campaigns effectively increase their potential market share and brand loyalty, and not higher alcohol consumption. Adolescences are exposed to alcohol advertisements through many different forms of media, and can result in the consumption of alcoholic beverages. A study

You May Also Find These Documents Helpful

  • Better Essays

    Alcopops Tax

    • 1807 Words
    • 8 Pages

    Youth Binge Drinking Culture Must End [online]. Australia, AMA, Available from: http://www.ama.com.au/node/2965. [Accessed on 10th May 2010]…

    • 1807 Words
    • 8 Pages
    Better Essays
  • Good Essays

    Drinking among the youth has become quite a problem internationally. A lot of the blame for this international problem has been shifted toward the advertising ways and means that these companies use. The exposure to advertisement of alcohol provides awareness of alcohol, which then leads to increased intentions of drinking, positive beliefs about alcohol, and also a higher likelihood of consumption. Although the exposure to advertising is such a huge risk to the youth population there have been very few approaches looked at in reducing or limiting exposure. “Worldwide, the most common means of limiting youth exposure to alcohol advertising is through alcohol industry self-regulation” . If alcohol companies were to make sure of better placement of such advertisements and prevent underage exposure it would assist in efficiently reaching the targeted audience thus reducing the public health risks associated with the exposure of the underage youth.…

    • 843 Words
    • 4 Pages
    Good Essays
  • Better Essays

    RSA Exam

    • 10133 Words
    • 82 Pages

    It is the goal to provide service of alcohol in a way which has minimal impact on the financial and social costs of the community and industry. For reducing the harm of alcohol, licensees are encouraged to ensure – a. Adequate activities for advertising and promotion of alcohol are used b. Use strategies promoting safe consumption of alcohol c. Responsible hospitality services are offered at all times a. Advertising and Promotions of Alcohol Promotional activities have to be managed and planned like any other business activity. Poorly managed promotion may be a threat to safety of patrons and may also become disturbance of peace and good order of the neighbourhood. Under the Alcohol Beverages Advertising Code, advertisements, including those on the Internet, in a retail context, or related to promotion of alcohol at events, must – a. Not engage promotion or practice that may encourage the rapid or excessive consumption of liquor or promote intoxication, for example, happy hours, all you can drink, toss the boss, etc.…

    • 10133 Words
    • 82 Pages
    Better Essays
  • Good Essays

    As long as advertising is legal, people will continue to be addicted to alcohol and cigarettes. Both products are glamorized by the advertising they receive, and both products target people at an early age to secure their economic status. An essay by Jean Kilbourne called “Addiction as a Relationship,” illustrates how advertisement is used to lure people into using cigarette products, or alcoholic beverages to enhance their relationships, stimulate their friendships, and fill the gap of having no romantic relationship what so ever. There is also a video called “Deadly Persuasion,” by the Media Education Foundation. This video offers information about how the media targets people, by enticing them to use tobacco and alcoholic beverages, while offering statistical data to support these claims.…

    • 612 Words
    • 3 Pages
    Good Essays
  • Good Essays

    An individual’s upbringing, environment, and personality are some of the factors which influence his or her decision making. The consumption of alcohol is a personal decision which is not related to age or advertising. Robert A. Levy’s passage, “Alcohol Ads Do Not Promote Underage Drinking”, argues that advertisements are not to be blamed for a person’s decision to drink. While Robert A. Levy’s passage aims to defend alcohol advertisers, his passage contains some solid points about the personal choices surrounding underage drinking.…

    • 555 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Young Australians are bright, adventurous and responsible people that only wish to enjoy a cold alcoholic beverage when they are finally initiated as an ‘adult’. Lifting the legal drinking age will not deter underage drinking nor will it do the economy any good. Australia is finally in agreement with our current rules and regulations; our great country has been fundamentally fine with our drinking laws up until now. One spoken sentence from our now ex-prime minister, Kevin Rudd and the whole of Australia is in debate.…

    • 927 Words
    • 4 Pages
    Good Essays
  • Good Essays

    We believe we do have an ugly drinking culture in Australia. In Victoria alone, alcohol-related harm is costing the government $4.3 billion dollars each year. This includes road accidents and health problems. The effects of excessive alcohol are not new. Also not new are the health, safety and lifestyle risks that alcohol can cause,including, saying or doing something you will regret later, accidents and injures on the streets, in cars and it even contributes towards obesity. Heavy alcohol intake not only continues to surround us, but is also slipping from our grasps. Alcohol related emergencies have tripled, hospitalisations have risen by 87 per cent and alcohol related violence has doubled. Alcohol has three main problems: the government has a lack of leadership, the health risks alcohol causes and Australians abusing alcohol.…

    • 1056 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Rongey, Charles M. and G. Borges. "Advertising and the alcohol indusrty". Encyclopedia of drugs, alcohol & addictive behavior. Ed. 2001. 38-42. Rosalyn Carson-DeWitt. 2nd ed. Vol.1.New York: Macmillan Reference USA. 2001. 16 October 2010 .…

    • 1668 Words
    • 7 Pages
    Powerful Essays
  • Good Essays

    Alcohol has become so widely used that many people don’t even think of it as a drug, and it has become an important part of Australia’s culture. It may be easy to introduce something new into our culture, but to remove it after so long would prove to be a very hard task. This is probably one of the reasons why alcohol hasn’t been banned from our country altogether. The major contributing factor to this however, would be the fact that the majority of Australians enjoy drinking alcohol, and it has become part of their way of life. To completely ban the use of alcohol in Australia would cause absolute pandemonium within the country.…

    • 589 Words
    • 3 Pages
    Good Essays
  • Better Essays

    Beat the Binge

    • 1338 Words
    • 6 Pages

    Alcohol Abuse in Australian teenagers has become an ever-growing epidemic nationwide, in particular teens aged between 14 and 17 years of age. This health issue not only has detrimental effects on teenagers but also has devastating effects on people of all ages all throughout their lives. Developing positive drinking habits at a young age is paramount to avoid alcohol related deaths and illnesses. Resounding statistics show that each year alcohol accounts for 13 per cent of all deaths among 14-17 year olds, with an estimated one death per week and another 60 hospitalisations from alcohol related causes. These statistics highlight the evident need for a more effective program within Australia, which directly targets the binge drinking culture that has become imbedded in Australian teenagers.…

    • 1338 Words
    • 6 Pages
    Better Essays
  • Good Essays

    Drink Driving Ad Campaign

    • 827 Words
    • 4 Pages

    THINK! is an ad campaign targeting drink driving in the United Kingdom with hopes of decreasing the number of people driving under the influence of alcohol. Run by the Department of Transport, it has been a campaign which has been running since the early 21st century. The campaign focuses on informing the citizens of the U.K. of the strict penalties which result from drink driving, done by video adverts and a variety of posters. Statistically this campaign has been confirmed effective, reducing the number of drunk drivers dramatically, along with the casualty rates. This proves that mass media influence people and their actions, as well as can be a vital tool to change our view on alcohol and its consumption.…

    • 827 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Underage drinking is a huge epidemic that is affecting America. Teenagers are able to get their hands on alcoholic beverages with little to no consequence with the law or with their parents, and the outcome is devastating. Rise in car accidents and alcohol poisoning are just a few of the many issues that plague our society that is associated with underage drinking. Nevertheless, there is hope, events such as anti-alcohol campaigns can be used to educate and help change the culture of underage drinking and alcohol abuse itself. Televised commercials, bill board advertisements and magazines can be used to target the younger crowd and expose them of the risks and dangers of underage and irresponsible consumption of alcohol. Anti-alcohol campaigns can also help by recruiting family and friends to take action and participate in the prevention of underage drinking.…

    • 295 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Binge drinking is defined as “drinking so that you can intentionally get drunk” (Youth Central, n.d.), or “more than 4 standard drinks per night” (Virtual Medial Centre, 2008). People normally consume excessive alcohol to socialise, relax, celebrate and gain confidence (Virtual Medical Centre, 2008). Causes specific to adolescents include peer pressure and desire for independence. However, binge drinking can result in extreme consequences. According to the Australian Department of Health, “young people aged between 15 and 24 years account for 52% of all alcohol-related serious injuries” (Department of Health, 2000). As a result, the National Binge Drinking Campaign was launched, focusing on the short-term risks of binge drinking concerning younger Australians, which include injuries, accidents, violence, assaults and unplanned pregnancy. The campaign relied on mass media such as television, radio, and print media (Dietze, Gold, Sacks-Davis, Stoové, Vally & Hellard, 2011). The National Binge Drinking Campaign was not effective. This is because it used mass media advertising, which is more successful when the target audience is less specific (Le, 2012). The campaign would have been more effective if it utilised widely used social media platforms like Instagram and Snapchat.…

    • 620 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Alcohol responsibilty

    • 489 Words
    • 2 Pages

    There are many ways in which alcohol is advertised and marketed. It is either true media, posters, newspapers .etc. Some of these messages come with very persuasive messages, pictures of very beautiful and almost naked women, pictures of people celebrating and others. All these messages are meant to persuade and capture the weak minds. It expresses alcohol as something you cannot do without. However, such advertisement does not affect me in any way; neither my attitude nor…

    • 489 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    drinking

    • 670 Words
    • 3 Pages

    If an industry leader like Anheuser-Busch were to try and start an ad campaign to lower the drinking age, in addition to teaching teens safe drinking habits and the consequences of binge drinking, they…

    • 670 Words
    • 3 Pages
    Satisfactory Essays