New research from Drink Wise shows that primary school children in the North West can more easily recognise beer brands than biscuits.
Drink Wise North West says this is especially worrying because evidence shows that exposure to alcohol marketing leads young people to drink more, and to start drinking at an early age.
This research suggests more needs to be done to protect children – and underlines the importance of understanding the effects of alcohol on children and young people as well as the resulting demands placed on public services.
St Helens Council’s Director of Public Health Liz Gaulton said: “The Let’s Look Again at Alcohol campaign seeks to raise awareness and gain public support for measures which will limit alcohol harm, including restricting the marketing of alcohol to protect children.
“We are also committed to protecting children and young people from alcohol at a local level. We actively encourage parents not only to talk with their children about the harm associated with alcohol, but also to act as good role models within the home.”
Help and advice is available in St Helens for anyone who thinks that their family would benefit from a new approach towards a healthier lifestyle. The Health Improvement Team can be contacted on 0300 300 0103 (Option 2).
Key findings in the North West:
· Brand recognition of Foster’s lager was particularly high (91 per cent), ranking above McVitie’s, McCoy’s and Ben & Jerry’s.
· More than two-fifths of the children associated Everton shirt sponsor Chang with the club (42 per cent), as opposed to just four per cent associating airline Etihad with Manchester City, and 17 per cent associating manufacturer Samsung with Chelsea.
· Almost three in four children (73 per cent) recognised the Foster’s ‘Brad and Dan’ TV advert.
· Almost half (46 per cent) of children identified Carlsberg as the ‘official beer of the England football team’
A recent opinion poll showed strong public support for better protection for children and young people from alcohol marketing.