Murad Ahmed
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The number of alcohol advertisements on television has increased and some of them make drinking attractive to young people, a report has found.
The findings, which may worry those concerned about youth binge drinking, found that just over a third of children and young adults questioned thought adverts made alcohol look appealing — up from 25 per cent in 2005.
Earlier in the week Gordon Brown said that he would meet the retail industry to talk about the “dangers” of selling and marketing alcohol to youngsters. The Prime Minister told MPs at Question Time that there was a need to take action to tackle antisocial behaviour in areas where youngsters gather to drink.
Young people’s ability to remember alcohol adverts unprompted has dropped from an average 3.95 adverts to 3.31 in the past two years. Cider was the only type of drink to experience an increase, with the volume of respondents who remembered a cider advert unprompted trebling to 19 per cent over the same period.
Police and health workers will see this particular finding as a concern, considering that other research published this week found that cheap alcohol such as cider is fuelling drunkenness and violence in young people.
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The ethos of television is to encourage all forms of delinquent behaviour. Foul language, disrespect, vandalism and drug abuse are all 'glorified'. And it is fatuous to suggest that the media simply reflects life, it tends to be the other way around.
Mike Poulsen, Reading, Berkshire
Of course alcohol looks appealing to young people - only adults are allowed to do it! Being "grown-up" is something that young adults strive for in a society that only treats them as adults when they are behaving badly (e.g. they get a flat for being pregnant, not for getting straight As). My younger brother and his friends boast about being able to get into clubs... anyone who looks their age is laughed at.
Magazines talk about alcohol-fuelled nights out as if everyone is doing it and TV shows have characters in the pub more than in the local coffee shop. Alcohol is considered such a normal part of culture that it is not surprising young people want to boost their status by joining in.
I must also express my deep shock and anger at one of the radio adverts currently aimed at young people ("Drinking alcohol makes you feel invincible when you are most vulnerable")... a sexual assault is never the victim's fault, no matter if she is drunk or not. Take it from me... I've been there.
Name withheld, NW, UK
What about the ads on garage forecourts BOOZE 24/7 is one near to me. It's a disgrace!
Peter Day, Doncaster, UK/ Yorkshire