Brewers ‘bent rules to expose children to drink ads’

ALCOHOL COMPANIES bent the rules by advertising during the Uefa Euro 2016 tournament, placing children’s health at risk, according to a report.

Companies “worked to circumvent” legislation designed to protect children during the event, with researchers finding more than 100 alcohol marketing references per televised match programme in France, the UK and Ireland, the study from the Institute for Social Marketing at the University of Stirling said.

Analysis of broadcast footage found alcohol marketing appeared on average once every other minute and mainly took the form of “alibi” marketing, where indirect brand references are used rather than the logo or brand names.

Carlsberg was the most featured brand, accounting for almost all references in each of the three countries, using their slogan Probably The Best In The World.

Most of the marketing appeared in highly visible places, such as pitch-side advertising during matches, despite the fact the tournament was held in France, where alcohol TV advertising and sports sponsorship is banned.

Dr Richard Purves, of the Institute for Social Marketing, said: “Beamed to audiences across the world, major sporting events such as the Uefa Euro tournament present a prime opportunity for alcohol companies to market directly to a global audience.

“In order to continue to protect children and young people from exposure to alcohol marketing, laws such as those in France need to be upheld and respected by all parties involved and not seen as something to be negotiated.”

Institute of Alcohol Studies director Katherine Brown said: “There is strong evidence that exposure to alcohol marketing encourages children to drink earlier and in greater quantities.”