The Science Group of the European Alcohol and Health Forum found consistent evidence to demonstrate an impact of alcohol advertising on the uptake of drinking among non-drinking young people, and increased consumption among their drinking peers. Scientific opinion on Marketing Communication (European Alcohol and Health Forum, 2009).
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.