Get 'em Young
Mapping young peoples exposure to alcohol marketing in Ireland

Despite the advertising code and the pre-vetting system, young people in Ireland are still exposed to pervasive alcohol marketing through a variety of channels.

This is the main conclusion of a new study by the National Youth Council of Ireland called ‘Get’em Young: Mapping young people’s exposure to alcohol marketing in Ireland’.

The study questioned groups of young people aged 16 - 19 across the regions of Ireland to get a picture of what kinds of alcohol promotional material they were exposed to and by what means, and what they found appealing about the material.

In total, sixteen different communication channels were identified by the young people as exposing them to alcohol marketing practices. These were bar/pubs, billboard, bus, cinema, internet, magazines/newspapers, merchandise, music, nightclub, playstation, post, sports stadiums, street flyers, supermarket/shop, and TV.

One in every four of the marketing practices involved a price promotion such as special offers, free alcohol or deep discounts. And of all the practices identified, the majority (60 per cent) were regarded as appealing to the young people, with humour being identified as one of the main bases of the appeal. Eight of the ten most appealing alcohol marketing practices were television advertisements.

Top Ten most appealing alcohol marketing practices

1. Carlsberg® Irish language ad (TV)

2. Budweiser® frog ad (internet)

3. Heineken® Rugby ads (in general)

4. Guinness® Drum ad (TV)

5. Bulmers® ‘Time dedicated to you’ (TV)

6. Corona® - product placement in Heartbreak Kid Film (Film)

7. WKD® ad (TV)

8. Baileys® Crushed Ice ad (TV)

9. Dutch Gold® (Price promotion)

10. Bud Light® ad with man ‘wearing’ his dog on head (TV)

Appeal of alcohol marketing to young people

In conclusion, the authors of the report point out that their findings are in direct contradiction of the stated commitment of the Irish government in 2001 to the declaration of the World Health Organization “to minimise the pressure on young people to drink, especially in relation to alcohol promotions, free distributions, advertising, sponsorship and availability, with particular emphasis on special events.”