Alcohol marketing leads to more young deaths

Alcohol marketing leads to more young deaths – PHA conference told
Media release, 6 July 2006

The Public Health Association’s annual conference was told today that marketing alcohol to young people is leading to more deaths of young New Zealanders.

“Since 2000, we have seen an increase in alcohol related injury and deaths amongst young New Zealanders,” Massey University researcher Tim McCreanor told delegates.

“It’s no coincidence that this is when the drinking age was lowered to eighteen.”

“The relentless marketing and promotion of alcohol to young people means that we now have a generation who are pre-disposed to alcohol.”

Researcher Hector Kaiwai went on to explain how alcohol companies infiltrate youth culture.

“Companies use masculine stereotypes, and popular culture to saturate the market with their messages.”

“What I found was young men had very high recall of alcohol marketing and advertising. It has a huge influence on their drinking behaviour, and their understanding of what it means to be masculine.”

Sporting icons like the All Blacks are used by alcohol companies to promote their brands.

“These are important role models for our young men, and I think they are sending out bad messages to our kids.”

ENDS

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