The alcohol industry knows that if you want a customer for life, you need to get them young.
In Australia, alcohol advertising is self-regulated by the industry - yes that's right, as unfathomable as it may seem, the 'safe cracker is in charge of installing the safe!' - The current system is untenable and not only legislation needs to be introduced, but also a bottom up approach to changing how you and I see this 'amenity' fitting in our culture. One vehicle that can assist in helping lobby for changes that bring a legislation into place that will actually hold Alcohol industry to account and get alcohol advertising off the air and out of sport, is to use the AARB process. As members of the National Alliance for Action on Alcohol (NAAA) The Dalgarno Institute encourage everyone to use the Alcohol Advertising Review Board to make complaints about booze ads that impact schools, neighbourhoods, communities and of course on media, particularly online.
We encourage you to go to http://www.alcoholadreview.com.au/ (put it in your favourites). If you see an advertisement that you think is inappropriate, especially when it may impact kids, then go straight to this site and click on ‘MAKE YOUR COMPLAINT’.
The following clip is a great parody on the issue, and also check out one of Coles latest booze promotions using World Cup
The boom in alcohol consumption (Letters, 3/9) is frightening. The dire consequences of over-indulgence are usually only touched on in terms of how they affect our youth, yet many, many people are seriously affected by the drinking of those who are closest to them. This rarely rates a mention.
This came to a head for my family last week when my 59-year-old ex-husband died from sclerosis of the liver. A daily diet of alcohol over 40 years finally poisoned his body, yet many people he mixed with had no idea of his situation.
He could not live without alcohol and called it his anti-depressant. It ruined our 30-year marriage, the upbringing of our two children and has now left his much-loved second wife a widow. Alcohol is highly addictive for many; and the chances are that you know someone like this. I don't know what to do except make others aware of its life-ruining consequences.
Penny Butler, The Patch
The Foundation for Alcohol Research and Education (FARE) hosted the Out of sight, out of mind: Australia’s alcohol guidelines public seminar this month.
It has been nearly three years since the release and promotion of the current NHMRC drinking guidelines and according to the research, little has been the impact of the ‘guidelines’ on the Aussie drinking culture. The ‘guidelines’ recommend no more than 4 standard drinks in a 6 hour period before putting yourself at risk. Yet a 2010 survey/evaluation conducted by Michael Livingston of Turning Point yielded some disturbing results;
- Prof John Toumbourou puts the Myths to Bed
'It's hypocritical to not let my drink when you were drinking at my age!'
We are a lot better educated these days about he dangers of drinking, just like cigarettes smoking and not wearing seat-belts. We know all those things now are really risky and we wouldn't encourage them. So we're not being hypocritical, it's just that we're better informed.
'Kids mature physically and mentally at different ages, so some are ready to handle alcohol at 16.'
Based on the maturity argument, the legal drinking age should be lifted to 21 because the brain develops into young adulthood. The brain isn't really ready for alcohol at 18...rules are rules and some of those rules are set by age.
'Alcohol is safe for kids ages 16+ when drunk in moderation.'
"INCORRECT! Recent Victorian studies show many 16-17 year olds who drink in moderation develop alcohol problems in their early 20's. Other research shows young drinkers are more vulnerable to the changes in brain structure caused by alcohol. These changes increase tolerance for alcohol, leading to increased intake and greater desire to drink in later life. They often develop a greater thirst for alcohol when they become adapted to it, but it's having a much greater destructive effect than it does on adults. The young person's brain is still developing and it's vulnerable to poisons."
'Parents will know what and how much their teenager is drinking if they supply the alcohol.'
"Teens given alcohol by parents are more likely to use these drinks to kick off a binge. Young people tell us they drink the alcohol thief parents supply and then they drink other alcohol outside the parent's watch because the goal of drinking at that age isn't to drink moderately, it's to become intoxicated. Parents who refuse to supply alcohol have more success in curbing their child's drinking...So where parents set a hardline and refuse to supply alcohol, often the children rebel by drinking once or twice behind their back. With the partner who allow alcohol the child has to come home absolutely smashed in order to rebel."
'Drinking helps you fit in, is fun and gives you more confidence.'
"Kids don't need alcohol to have a good time and fit in, despite impressions created by alcohol marketing. Kids who don't drink perform better at school and develop stronger social and emotional skills, whole those who drink become more dependent on alcohol for their enjoyment. Often when they reach their 20's they're absolutely dependent on alcohol to have any fun. That's why alcohol dependence is so high at the moment in young adults. Bluff and bravado around drinking gives teens the impression all their peers are doing it. But in reality more health-conscious kids in early secondary school are choosing not to drink and are relieved when their parents set a 'no alcohol' rule.' (Herald Sun, Monday March 5th 2012)