New research has shown for the first time that the portrayal of alcohol in films and TV advertisements has an immediate effect on the amount of alcohol that people drink.
The research, published online today (Wednesday 4 March) in the journal Alcohol and Alcoholism, found that people who watched films and commercials in which alcohol drinking featured prominently immediately reached for a bottle of beer or wine and drank an average of 1.5 bottles more than people who watched films and commercials in which alcohol played a less prominent role.
Commenting on the study, Alcohol Concern Chief Executive Don Shenker said:
“This research clearly demonstrates the suggestive powers of alcohol advertising and promotion. Unfortunately, alcohol advertising and promotion on film and television usually presents drinking as a positive social ritual, while leaving out the potential harm that drinking can cause. Binge-drinking in particular may be glamourised.
“It is time to revisit the decision to allow alcohol advertising during the daytime when young children may unwittingly be exposed to alcohol adverts. In our view a watershed ban is the only way to give parents the peace of mind of knowing that their children can be kept safe from the influence of advertising.”
Alcohol Concern