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Parents have expressed a sense of helplessness about underage
drinking, in the face of strong social and cultural pressures to
consume excessive amounts of alcohol. Individual attitudes towards
alcohol are shaped by many factors, including the beliefs and
expectations of the society they live in.
Australian society embraces alcohol and has always done so.
Excessive alcohol consumption is not frowned upon. In fact, it is
celebrated and plays an important role in many of our social customs.
We tolerate heavy and unsafe drinking including underage drinking,
sending a message to your people that it is acceptable for them to
drink.
The alcohol industry feeds this culture, spending over one hundred
million dollars each year marketing and promoting their products. Last
year alone, the Foster's Group spent $30-35 million on advertisements.
In addition to that, alcohol companies invest millions of dollars each
year in sponsorship. Most national sports teams and sports events in
Australia are sponsored by alcohol brands.
To find out more about alcohol and Australia's drinking culture, go to Alcohol: The Facts.
In the last few years, the industry has shifted its focus to young
drinkers, using youthful images and slogans to reel young people in.
The growing number of alcoholic "soft drinks" on the market is further
evidence that the industry is catering to young drinkers. Premixed
spirits and “alcopops” have proven particularly popular with underage
drinkers for their sweet taste, yet alcohol companies continue to
invest millions of dollars marketing these products in new and exciting
ways.
To find out more about specific alcohol advertising campaigns, and CAAN's position on them, go to What CAAN Is Doing.
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