Alcohol advertising during free to air television sporting



Publication Details

Barrie, L. R., Jones, S. C. & Phillipson, L. (2009). Alcohol advertising during free to air television sporting. Sustainable Social Enterprise - International Nonprofit and Social Marketing Conference (pp. 1-8). Melbourne: Victoria University and Swinburne University of Technology.


Alcohol advertising during sporting broadcasts, as well as the sponsorship of sporting eventsby the alcohol industry, is common practice in Australia, as in many other countries. Thispaper reviews the current alcohol advertising regulations in Australia, particularly in referenceto associations with sport. It then details a frequency and content analysis of advertisingduring two popular Australian sports final series. Results reveal that alcohol advertising(particularly during a sporting competition with alcohol company sponsors) is extensive andcontains both known to be appealing to children (who are part of the viewing audience) andmessages which could be interpreted as associating alcohol consumption with social andsporting success.

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