Scotland: Public Health Experts Call For Ban on Alcohol Sports Sponsorship
After new research revealed the extent of alcohol sports sponsorship, public health experts in Scotland call for a ban on this type of alcohol marketing.
The study conducted by the Institute for Social Marketing and Health at the University of Stirling shows, where alcohol companies sponsor clubs and tournaments there is a high frequency of alcohol references, and advertising is sophisticated and integrated into the club identity.
The study found,
- Alcohol marketing references featured once every 15 seconds in live Six Nations rugby matches and once every 98 seconds in live Scottish Premier League matches;
- Sponsors are visible throughout match-days with pitch-side hoardings and shirt sponsors;
- Sponsors are also seen in the pre-match build-up over days and weeks before the competition with extensive social media activity, product endorsement from players, competition tie-ins and limited edition products.
Alcohol in sports sponsorship exposes millions of people including children and youth to harm. Research evidence shows that alcohol marketing exposure is linked to binge alcohol use and early initiation among youth. Alcohol marketing also affects attitudes youth have about alcohol and can lead to alcohol problems later in life.
Sponsorship by alcohol companies has been woven into the fabric of the sports we love, capitalising on our emotional connections to our teams and players, so that we associate certain alcohol brands with healthy activity and high-performing athletes,” said Alison Douglas, chief executive of Alcohol Focus Scotland, as per EUCAM.
The current system of self-regulation is no regulation. It is failing to protect people – especially our children and other vulnerable people. The Scottish Government needs to act,” she added.
Dr Eric Carlin, Director of SHAAP said clubs should take examples from other clubs who are declining alcohol sponsorship such as Scottish Women’s Football, on how to do well without promoting harmful substances and to protect fans and players.
Alcohol is a serious problem in Scotland:
- One in four Scots is consuming alcohol above the low-risk alcohol use guidelines.
- Alcohol causes over 4000 deaths, per year.
- Alcohol is responsible for over 30,000 hospital admissions, ever year.
Alcohol marketing is specifically harmful to children as it normalizes this harmful substance leading to consumption and possibly alcohol problems later in life. Investigators from Children’s Parliament found that 9-11 year olds had awareness and knowledge of alcohol sport. One child was able to give specific details of pitch-side advertising and sponsorship activity he had encountered.
Ending alcohol sponsorship is one way to make alcohol less visible to children in order to ensure all children grow up in an environment free from the negative impact of alcohol.
Alcohol Focus Scotland and SHAAP recommend that the Scottish Government end alcohol sports sponsorship, ensuring that comprehensive and robust restrictions form part of a broader strategy to control alcohol marketing in Scotland.
The upcoming Scottish government consultation on marketing restrictions is a good opportunity to consider comprehensive national alcohol marketing regulation as industry self-regulation has proven to be a failure.
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