In the two-month study, researchers at the University of Western Australia found that of 2810 alcohol advertisements shown in five capital cities, half were screened at times when 25 per cent of possible children were likely to be watching.
The findings show that TV ads are likely to encourage young people to view alcohol as an inexpensive product closely associated with fun, friendship and physical activity, and best bought in bulk.
Lead researcher Prof Simone Pettigrew said the study posed serious questions for public policy makers and health practitioners seeking to change public attitudes to alcohol as a "normal and safe aspect of life".
The researchers found in their study that "alcohol consumption is especially hazardous for young people under 18 years of age and that alcohol initiation should be delayed for as long as possible".
"The Alcohol and Beverages Advertising Code states that 'advertisements must not encourage excessive consumption or abuse of alcohol'," Professor Pettigrew said.
"However, our study shows the emphasis in many of the analysed advertisements on value for money and buying in bulk may contravene the spirit -- if not the letter -- of the Code," he added.
The findings have been published in the 'Drug And Alcohol Review'. PTI MOT
