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The Role Of Alcohol Advertising In Sport

1973 Words8 Pages

Introduction:
Alcohol and advertising in sport have been a mainstay in society worldwide, not just in Ireland since I was a child. From the sponsoring team on jerseys, to the name of cup competitions (harp Lager League Cup 96/97-98/99), Murphy’s Irish Open 94-02. In March 2013, the government stated they had no plans to introduce a ban on advertising in sport. The then Minister for Sport, Michael Ring ruled it out due to the economic climate.
I) However, as the economic climate has significantly improved since then we are proposing that alcohol advertising in sports be banned without delay.
Alcohol sponsorship in this country is estimated to be around €75 million. The question we have to ask ourselves is what is this multi-million Euro spend …show more content…

In Ireland, 88 deaths every month in Ireland are directly attributable to alcohol and there are almost twice as many deaths due to alcohol in Ireland as due to all other drugs combined (Alcohol Action Ireland, 2014). In the World Health Organisation (W.H.O) Global Strategy to Reduce the Harmful Use of Alcohol (2010), harmful use of alcohol was found to have caused an estimated 2.5 million deaths every year, of which a significant portion occur in the young. Alcohol use is the 3rd leading risk factor for poor health globally. A wide ranging list of health problems has been found come from alcohol related causes and can have devastating impacts on individuals and their families and on community life. The forth most common modifiable and preventable risk factor of non-communicable disease has been found to be the harmful use of alcohol (WHO, 2010). In this same study it was noted that the transmission of alcohol marketing messages across national borders and jurisdictions on channels such as satellite television and the internet and sponsorship of sports events is emerging as a serious concern in some countries (WHO, 2010). As viewership of major sporting events in Ireland can attract up to 600,000 people nationwide on television alone, as stated previously (Alcohol Ireland, 2014), let alone those who attend the event, it is the authors view and that of the findings from studies that a ban on sporting events will be a positive step in tackling an issue which is not just a nationwide concern, but a worldwide issue. The drinks industry sees the issue differently than that of the public health community and how it should be addressed. They believe that problems only arise due to a minority of people misusing its products. Their solution looks largely at changing this minority group through education (Parry et al., 2012). The

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