Date published: April 1, 2012
Journal code: CPRA
According to new research by Alcohol Concern, children as young as 10 years old can recognise and correctly identify alcohol brands and adverts more easily than popular confectionary brands.
Alcohol Concern Cymru spokesman, Mark Leyshon, commented that the findings demonstrate how powerful product marketing is:
'The drinks industry asserts very strongly that it doesn't aim its advertising at children. However, this new study provides more evidence that alcohol marketing messages are getting through to young people well before they are legally able to buy alcohol.
'Research shows that children who are exposed to alcohol advertising and promotion are more likely to start to use alcohol, have more positive expectations about alcohol, and to drink more if they are already using alcohol. It's clear that more effective controls are needed.'
The research - part of a larger report carried out by Alcohol Concern entitled ? Drinking Nation? Wales and Alcohol - was undertaken in Wales on 400 children aged between 10 and 11 years old.
The survey showed that 79% of children recognised a popular brand of beer as an alcoholic beverage, compared to 41% who recognised a well known brand of cakes and confectionary.
The report is recommending that a minimum price of 5Op per unit of alcohol needs to be implemented accross both England and Wales.
The report states: 'In order to raise public awareness of sensible drinking and the concept of drinking in units, the number of units of each drink should be prominently displayed on the front of the packaging, bottles and cans for drinks bought in the off-trade, and on menus and pumps in pubs and restaurants.
'Given the failure of the drinks industry so far to comply with voluntary labelling codes, such labelling requirements should be mandatory.'