by Dr Rajat Roy
Despite the fact Australians consume an eye-watering 225 million litres of alcohol each year, a surprising 90 per cent of us are concerned about the likelihood of more alcohol advertising on TV.
A draft code put forward by Free TV, the lobby group representing commercial free-to-air broadcasters, is asking for an additional 800 hours of alcohol advertisements during prime-time television.
However, according to a survey by the Foundation for Alcohol Research and Education (FARE), even heavy drinkers were opposed to the proposal for more TV ads, citing health concerns.
Many Australians are focusing on leading better lives, especially with regards to health and wellbeing, and this survey reveals 44 per cent of people who drink alcohol want to drink less or stop altogether.
Less alcohol consumption can lead to better outcomes such as better sleep and improved mental and physical health.
It is also possible that, for lots of Australians (and probably globally), increased alcohol consumption during Covid-19 was a response to social isolation and job loss.
Increased alcohol consumption also correlates with commonly occurring mental health problems such as anxiety and depression.
The National Health and Medical Research Council recommends healthy adults drink no more than 10 standard alcoholic drinks per week, and no more than four on any single day, to reduce health risks.
It is likely that, with the post-Covid economic situation, many people are sensitised to the negative consequences of alcohol consumption and are trying to move away from it. Hence the protest that extended alcohol advertising may have negative and exacerbating influence on them again.
Human beings tend to guess the positive and negative influence of media on others as well as on themselves (known as influence of presumed influence).
In the case of a ban on extended alcohol advertising, people would believe that an alcohol ban is a positive action, so more and more people are joining the protest.
Does the TV advertising work? It sure does, and perhaps that’s why drinkers don’t want to see more advertising on free-to-air TV.
There is causal evidence that alcohol consumption by youths is directly affected by exposure to alcohol marketing.
Marketers and advertisers create advertisements that encourage positive attitude formation, and influence consumer behaviour.
In other words, psychological strategies underpinning alcohol advertisements can get the audience to like the brand and products promoted to further encourage purchase intentions and consumption.
Research has found alcohol advertising and marketing delivers increased drinking intentions, consumption and harmful drinking.
There are particular concerns for underage drinkers who are susceptible to these advertising ploys.
If you consider on average adolescents spend 7½ hours a day interacting with media through various outlets, then the potential for alcohol advertising to have an impact is huge.
On weekends and holidays that media consumption increases.
Research indicates not only are young people disproportionately exposed to alcohol advertisements in print and television, but also that exposure influences drinking behaviour and may lead them to starting drinking at an earlier age.
So, while the 90 percent of Australians surveyed might vote against additional alcohol advertising on TV because of personal health concerns, they could also be inadvertently alerting the next wave of Aussies to the risks of youth drinking.
If corporations such as alcohol-producing companies set their own rules, they will always prioritise their profits ahead of the health, safety and wellbeing of our families and communities.
Like the US, the answer could lie partly with the Australian alcohol industry self-regulating its own advertising practices.
Policies which restrict advertising at times when high numbers of young people are watching TV and social media may be an effective way to reduce alcohol use.
Maybe those against more TV alcohol ads have got it right after all. It’s all about our health.
- Dr Rajat Roy is an Associate Professor of Marketing at Bond University.