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“They'll drink bucket loads of the stuff”: an analysis of internal alcohol industry advertising documents

Hastings, Gerard (2009). “They'll drink bucket loads of the stuff”: an analysis of internal alcohol industry advertising documents. The Alcohol Education and Research Council.

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As part of its 2009 investigation into the conduct of the UK alcohol industry, the House of Commons Health Select Committee obtained access to internal marketing documents from both producers and their advertising agencies.
These reveal major shortcomings in the current self regulatory codes covering alcohol advertising.

Specifically, the codes do not, as they are supposed to, protect young people from alcohol advertising; prevent the promotion of drunkenness and excess; or the linking of alcohol with social and sexual success. Nor do they even attempt to address sponsorship, and the documents show this is being systematically used to undermine rules prohibiting the linking of alcohol with youth culture and sporting prowess. Finally, the codes are extremely weak in their treatment of new media which are rapidly become the biggest channel for alcohol promotion.

The result is a regulatory system that is impossible to police and vulnerable to exploitation.

Item Type: Other
Copyright Holders: 2009 not known
Academic Unit/Department: Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 22913
Depositing User: Jackie Fry
Date Deposited: 02 Sep 2010 13:54
Last Modified: 04 Oct 2016 22:07
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