The National Youth Council of Ireland’s 2009 Get’ Em Young report revealed that young people are exposed to alcohol marketing through at least 16 communication channels on a regular basis. These include TV, magazines and newspapers, internet, street flyers, billboards, post, radio, cinema, merchandise, music, sports stadiums and bus.
A recent Scottish study shows that many of those negatively affected by some-one else’s drinking are children and reveals that a high number of callers to ChildLine Scotland are children concerned about their parents drinking. The 2009 Untold Damage: Children’s Accounts of Living with Harmful Parental Drinking study describes childhoods impacted by severe emotional distress, neglect, and increased risk of physical violence and abuse as a result of harmful parental drinking.
Longitudinal studies consistently suggest that exposure to media and commercial communications on alcohol is associated with the likelihood that adolescents will start to drink alcohol, and with increased drinking amongst baseline drinkers.