Charity calls for alcohol sponsorship ban 15/02/2011 |
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Drinks industry sponsorship of sports events in Wales should be banned to help cut booze culture, an alcohol awareness charity has claimed.
Alcohol Concern Cymru said marketing at such events distorted peoples' ideas about how much was "safe" to drink.
A report by the charity pointed out that many events that appealed to young people such as sports tournaments and music festivals drew on the drinks industry for sponsorship.
Alcohol Concern Cymru policy officer Mark Leyshon said: "It's so common now that it is almost to be expected that such events will be sponsored by the alcohol industry.
"Drink companies, by associating their brand with events, are confirming a pro-drinking message.
"They are positioning themselves with things that are 'cool' – that a lot of young people attend."
The report claimed it is now widely accepted that Wales has one of the most serious problems of alcohol misuse among young people in Europe.
It added that a growing body of research showed a "clear association between awareness of and exposure to alcohol marketing, and drinking behaviours and attitudes to drinking".
Leyshon said alcohol consumption levels in Wales were a "massive public health issue" and banning drinks industry sponsorship would have a "significant impact on reducing consumption levels".
However, the Portman Group insisted the charity was making claims that did not seem to be substantiated by the available evidence.
A spokesman said: "Alcohol sponsorship in the UK is strictly regulated by the Portman Group to ensure it is responsible and aimed at adults.
"There is very little evidence to suggest that children's exposure to alcohol sponsorship is associated with either the onset of drinking or amount consumed.
"In actual fact, drinks producers use sponsorship to promote responsible drinking."
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