Scare tactic ads have little impact

16 May, 2008

Shock adverts used by the government to highlight the dangers of excessive drinking have little effect on young people, according to a new study.

Policy makers should accept that young people sometimes go out to get drunk and will exceed guidelines on daily alcohol intake, said researchers at the University of Bath.

The study, presented at a conference on health and young people in London, questions government and industry tactics to combat excessive drinking.

It also comes a week before ministers launch a 10 million campaign to cut confusion about the number of units in alcoholic drinks.

Research team member Dr Andrew Bengry-Howell said: "Young people talk about drinking in terms of fun. Focusing on harm doesn't resonate with them."

He blamed the alcohol industry for sending young people a "dual message", using promotions and marketing to encourage drinking, while also telling them to cut back. The Bath team spoke to 89 young people in a series of focus groups across the West Midlands and south west England.

Helen Conibear, editorial director of Alcohol In Moderation, agreed that scare tactics "made people switch off".




Bookmark this


Site Search

COMMENT

The shops that stand out from the madding crowd

The judges met last week to sort out the winners in the independent categories of our 2018 Drinks Retailing Awards. The results are top secret until the awards dinner on February 6 but it’s giving nothing away to report that the overall standard of those that will be revealed in the shortlist of finalists in the January issue of DRN is higher than it’s ever been.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Twitter