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Advertising and Alcohol
Much of the information and expectations teenagers have about liquor comes from television and advertisements.
Since 1991 alcohol advertising has been allowed on TV provided it portrays “responsible and moderate consumption of liquor”. It is reckoned that the average 10 to 17-year-old will see 317 alcohol ads on television in a year; a five to 14-year-old will see 214.
Compared to other countries, New Zealand has a liberal standard for advertising alcohol. In France liquor advertising is banned; in the US spirits are not allowed to be advertised on TV.
Alcohol frequently appears in print advertising, on television, and in television programmes. For example, a pub is the social centre in the series “Coronation Street” and “Cheers” and alcohol is often featured in other day and night time soaps. Television liquor ads often link alcohol with fun, excitement, sexiness, friends, and macho good times. The commercials do not show the downside of drink. Encourage children to critically evaluate liquor advertising. Press for this to be included in class studies at their school if it isn’t already.
Alcohol advertisements on TV are meant to be restricted to adult audiences. They are not allowed to show before 9pm, cannot use main actors under 25 years, and cannot link liquor with sex, driving or any dangerous activity. They also cannot use young people's heroes, attribute special qualities to liquor, or link liquor to success or achievement. The ads are not meant to associate alcohol with “boisterous group scenes involving irresponsible frivolity, careless freedom and abandon”.
Reproduced with the kind permission of the New Zealand Police Association
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