ArticleHealth promotion journal of Australia : official journal of Australian Association of Health Promotion Professionals2025
Exposure to preference-matched alcohol advertisements from national sports broadcasts increases short-term alcohol consumption inclinations in risky drinkers.
Article in Health promotion journal of Australia : official journal of Australian Association of Health Promotion Professionals, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 4 papers.
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Who cites it
4 citing papers in PubMed.
- Facial emotional expression in response to alcohol-promoting commercials in individuals with alcohol use disorder: A pilot study.PCN reports : psychiatry and clinical neurosciences · 2026Article
- Length and Framing of Anti-Junk Food Ads Impact Inclinations to Consume Junk Food Among Normal Weight, Overweight, and Adults With Obesity.Health promotion journal of Australia : official journal of Australian Association of Health Promotion Professionals · 2026Article
- Alcohol marketing as a commercial determinant of health: daily diary insights from young women in Kampala.Health promotion international · 2025Article
- Exposure to preference-matched alcohol advertisements from national sports broadcasts increases short-term alcohol consumption inclinations in risky drinkers.Health promotion journal of Australia : official journal of Australian Association of Health Promotion Professionals · 2025Article
Corrections and comments
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Authors and funding
4 authors.
Funding
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Abstract
backgroundIn Australia, sports broadcasting is afforded special alcohol advertising rights during daytime hours, which raises public health concerns, including short-term increases in alcohol consumption among the broad viewership of national sporting codes.
methodsWe conducted a content analysis across a sample of nationally televised finals matches (N = 16) from the Australian Football League (AFL) and the National Rugby League (NRL) to determine the prevalence of alcohol advertising video clips during these broadcasts. We also conducted an online experiment exposing participants (N = 345) to a randomly selected alcohol advertisement and measured the immediate effects on self-reported alcohol craving and drinking intentions.
resultsThe prevalence of alcohol advertising video clips during AFL broadcasts was 3.9% and 1.8% for NRL. While, overall, alcohol advertisement video clip exposure did not impact craving or drinking intentions, a modest increase in craving was found for a subsample of risky drinking participants (N = 107) who also reported a preference for the specific alcoholic beverage being advertised.
conclusionsVideo alcohol advertisements occurred less than 1 in 20 advertisements on average and exposure to alcohol advertising elicited a low, yet measurable, short-term increase in alcohol inclinations, among vulnerable adult drinkers when a desirable alcoholic beverage advertisement is viewed. SO WHAT?: Given that alcohol advertisements are most likely to increase consumption among risky drinkers, health messaging during sports broadcasts needs to specifically target these individuals.
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