Children 'recognise alcohol brands'

News Shopper: Children 'recognise alcohol brands' Children 'recognise alcohol brands'

CHILDREN as young as 10 are more familiar with leading alcohol brands than those for popular snacks, according to a new survey.

Research involving more than 400 children aged 10 and 11 found 79 per cent correctly recognised Carlsberg as an alcoholic drink.

This was higher than the proportion recognising Ben and Jerry's as a brand of ice cream (74 per cent) and Mr Kipling cakes as a food (41 per cent).

Some 79 per cent of those surveyed also recognised the logo for Smirnoff vodka as an alcohol drink, with awareness highest among those pupils who had tried alcohol.

The study, for Alcohol Concern, involved showing the brand names and logos of common alcohol products, as well as images from TV alcohol advertisements.

Youngsters were also shown brand images, logos and TV adverts for popular non-alcoholic products such as soft drinks and breakfast cereals.

The children were asked to say whether the products were a "food", "soft drink" or "alcoholic drink".

The study found 75 per cent correctly associated an image of the fictional characters Brad and Dan from a Fosters TV advert with alcohol.

This was higher than those who correctly identified an image from a Cadbury's drumming gorilla advert as being for a food product (42 per cent).

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Alcohol Concern supports a move towards greater regulation of broadcast alcohol advertising, as well as reviewing alcohol industry sponsorship of cultural and sporting events.

It says promotion of alcohol products should be based on factual information such as the strength, place of origin and ingredients, and must include a clear health warning.

A spokesman for the Department for Culture Media and Sport said: "It is imperative that we have robust, evidence-based alcohol advertising rules in place to ensure appropriate levels of consumer protection, especially for children and young people.

“Both European law and the UK Broadcasting Code set out strict criteria which mean that broadcast advertising for alcoholic drinks cannot be targeted at young people, or encourage immoderate consumption.

"The regulation of alcohol advertising is considered closely by Ofcom and the Advertising Standards Authority and, where appropriate, they have taken action to strengthen the alcohol advertising rules.

“We will continue to monitor the effectiveness of the UK's regulatory regimes to ensure that there is sufficient protection for the public, particularly children and young people, including the regulation of new digital media."

Henry Ashworth, chief executive of the Portman Group, which represents alcohol producers, said: "The claim that awareness of alcohol brands is causing more children to drink alcohol directly contradicts the latest statistics which show a continued and significant downward trend in the number of children trying alcohol.

“The UK has strict rules to prevent alcohol being marketed or sold to children and these rules are rigorously enforced."

Comments (5)

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10:07am Thu 15 Mar 12

goldenbroomboy says...

Sensationalist claptrap from killjoys and wanna be nannies. What matters is not whether kids recognise alcoholic drinks adverts, what matters is whether they can obtain alcoholic drinks or not.
Sensationalist claptrap from killjoys and wanna be nannies. What matters is not whether kids recognise alcoholic drinks adverts, what matters is whether they can obtain alcoholic drinks or not. goldenbroomboy

10:17am Thu 15 Mar 12

ron1952 says...

More kids probably know the difference between a good bit of weed and some cheap Aff full of twigs.
More kids probably know the difference between a good bit of weed and some cheap Aff full of twigs. ron1952

10:33am Thu 15 Mar 12

EverardEdbutt says...

Jeez!!! I know what a WonderBra or Tampons are, doesn't mean I am going to go and buy them does it.
I bet you would have got a 100% hit rate if you showed the kids the 'Golden Arches' (MacDonalds)

Kids know the alcohol brands as a lot of high-profile sporting events are sponsored by alcohol (Premiership sponsored by Budweiser, Carling Cup etc)
Whether young people are directly targeted by alcohol advertisers or not, they are exposed to alcohol advertising on television, in print media, and on radio. In fact, 45% of the commercials that young people view each year are advertisements for alcohol.
http://en.wikipedia.
org/wiki/Alcohol_adv
ertising
Jeez!!! I know what a WonderBra or Tampons are, doesn't mean I am going to go and buy them does it. I bet you would have got a 100% hit rate if you showed the kids the 'Golden Arches' (MacDonalds) Kids know the alcohol brands as a lot of high-profile sporting events are sponsored by alcohol (Premiership sponsored by Budweiser, Carling Cup etc) Whether young people are directly targeted by alcohol advertisers or not, they are exposed to alcohol advertising on television, in print media, and on radio. In fact, 45% of the commercials that young people view each year are advertisements for alcohol. http://en.wikipedia. org/wiki/Alcohol_adv ertising EverardEdbutt

12:03pm Thu 15 Mar 12

right-writes says...

When I saw this byline, I was intrigued, as I didn't know which type of children you were referring to.

Imagine my surprise when I realised that you were not referring to the "children" that govern us.

However, you went on to spend most of the article on just those children…

...The ones that are (brick by brick) building the socialist nanny state utopia.

I am not sure that I want to live there though.

First they came for the smokers, but I didn't speak out, then they came for the drinkers…

…and the lardies.
When I saw this byline, I was intrigued, as I didn't know which type of children you were referring to. Imagine my surprise when I realised that you were not referring to the "children" that govern us. However, you went on to spend most of the article on just those children… ...The ones that are (brick by brick) building the socialist nanny state utopia. I am not sure that I want to live there though. First they came for the smokers, but I didn't speak out, then they came for the drinkers… …and the lardies. right-writes

9:22pm Thu 15 Mar 12

Eagles_Man says...

Jeez, these people really should get a proper job, if anyone would have them.

Have Alcohol Concern (another state-funded fake charity) compared these results to, say, ten, twenty or thirty years ago? When I was under 10, I could recognise Guinness, Woodpecker, Gordon's Gin and Harvey's Bristol Cream for starters, because that's what my parents drank. Didn't turn me into an underage alcoholic (or an adult one ... yet!)
Jeez, these people really should get a proper job, if anyone would have them. Have Alcohol Concern (another state-funded fake charity) compared these results to, say, ten, twenty or thirty years ago? When I was under 10, I could recognise Guinness, Woodpecker, Gordon's Gin and Harvey's Bristol Cream for starters, because that's what my parents drank. Didn't turn me into an underage alcoholic (or an adult one ... yet!) Eagles_Man

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