Welcome to Alcohol Action Station e-newsletter edition #25
Issue no. 25
In this Issue
  • welcome to alcohol action station
  • did you know?
  • new research: alcohol ads on tv when kids are watching
  • 'skinny' drink breached advertising code
  • seen an alcohol ad that didn't sit right with you?
  • invitation: preventing alcohol related violence in the built environment
  • alcohol in the media
  • the facts

Welcome to Alcohol Action Station

Last week, representatives of many of the 84 organisations that support the WA Alcohol and Youth Action Coalition came together to discuss the many ways that young people are, or could be, involved in preventing harm from alcohol.
There was wide agreement that action to prevent harm from alcohol could benefit greatly from further youth participation and that, when properly supported, young people can make valuable contributions to groups working in this field.
We know that many groups have been working closely with young people around alcohol issues for a long time – in schools, local governments, community organisations, health services and more...or perhaps you’re a parent or a young person who is concerned about alcohol – well, we’d love to hear what you think!
What are your thoughts on how young people could be involved in action on alcohol?
We look forward to hearing from you!
Until next time,
Julia Stafford, McCusker Centre for Action on Alcohol and Youth
Elecia Wheat, Injury Control Council of WA

did you know?

80% of alcohol consumed by people aged 14 to 24 years is consumed in ways that put the drinker’s (and others’) health at risk of acute harm e.g. falls, assault injuries, road crashes, burns.

Source: Chikritzhs T et al. Australian alcohol indicators, 1990-2001: Patterns of alcohol use and related harms for Australian states and territories.

Encourage others to take action on alcohol. Forward this to a friend.
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New Research: Alcohol Ads on TV When Kids Are Watching

Image child watch TVNew research led by Professor Simone Pettigrew at the University of Western Australia has found that of 2810 alcohol advertisements shown in five capital cities over two months, half were screened at times when children were likely to be watching.
According to the researchers, the TV ads were likely to encourage young people to view alcohol as an inexpensive product closely associated with fun, friendship and physical activity, and best bought in bulk.
The research demonstrates that current advertising practices are likely to be reaching and influencing many children, frustrating efforts to reduce alcohol-related harm.
Read the full report, published in the Drug and Alcohol Review, here. [PDF 125KB]

‘Skinny’ Drink Breached Advertising Code

Who do you think an alcoholic product called “Skinnygirl” is aimed at?
Multiple complaints about the packaging of Skinnygirl Cocktails were made to the ABAC (industry advertising self-regulation process) on the basis that the product targets the teen market, and the complaints were upheld.
The panel decided, “...a reasonable person would find the product material to have a strong or evident appeal to adolescents and that the image of the female character used on the label is not a depiction of a person over the age of 25 years”.
So, after almost four months since complaints were made, the industry’s own advertising review scheme found that a product called “Skinnygirl” would appeal to adolescents. Are you surprised?
As yet, we aren’t aware of the packaging being modified or removed from the market.
Read the full report of the panel’s decision here. [PDF 6.86MB]

Seen an Alcohol Ad That Didn’t Sit Right With You?

AARB imageIf you’ve seen an alcohol advertisement that didn’t sit right with you, contact the Alcohol Advertising Review Board.
It may be an advertisement on a billboard you drive past, a bus shelter within 500m of a school, on TV at a time that children would be watching, in a newspaper or magazine, on the radio or at the cinema, on the side of a bus...or it may be an advertisement that you believe would appeal to young people, encourages irresponsible drinking or associates alcohol with sexual or sporting success. Have a look at the Alcohol Advertising Review Board Code which sets the criteria for acceptable alcohol advertising.
Visit the Alcohol Advertising Review Board website for more info.

Invitation: Preventing Alcohol Related Violence in the Built Environment

ICCWA logoDo you work for local government? A property developer? Town Planner? Licensed premises?
The Injury Control Council of Western Australia (ICCWA) is a not-for-profit organisation involved in injury prevention and community safety in WA. This one-day forum – Preventing Alcohol Related Violence in the Built Environment – will discuss alcohol related violence around licensed premises.
Date: Tuesday 8 May 2012
Time: 9:00am – 3:30pm
Location: Patersons Stadium – Polly Farmer Room (Gate 6) – Subiaco Road, Subiaco, WA
RSVP: To Bec Graham at 
For more information, see the event flyer [PDF 480KB].

Alcohol in the Media

Push to change alcohol tax
The West Australian, 30 April 2012
The Australian Medical Association, Cancer Council Australia, the Foundation for Alcohol Research and Education and the McCusker Centre for Action on Alcohol and Youth have written to Prime Minister Julia Gillard calling for a volumetric alcohol tax in the Federal Budget.
Sporting clubs drinking plan 'pointless'
ABC News, 30 April 2012
The State Government's one-million-dollar initiative to promote responsible service and consumption of alcohol through sporting clubs has been branded 'pointless' by a WA health advocate.
Heroes and booze: the unhealthy mix at the core of our culture
Sydney Morning Herald, 28 April 2012
Opinion piece bySuzy Freeman-Greene, senior writer: Heroes and drink often go together in Australia. Kids get mixed messages about alcohol and this week you could find them in VB's ''Raise a Glass'' Anzac ads. (Note. The “tough new laws” which ban adults from providing alcohol to children at home without parental consent referred to in the opinion piece are in place in NSW, Victoria, Queensland and Tasmania, but not WA).
Road blitz to curb carnage
The Sunday Times, 28 April 2012
Convicted drink and dangerous drivers would be forced to come face-to-face with victims of car crashes under proposals aimed at cutting the road toll. And learner drivers would have to do at least five of the newly mandated 50 hours of supervised driving with an approved driving instructor or defensive driving course under the plan, which was put to Road Safety Minister Rob Johnson on Friday.
Young women are booze targets
Adelaide Advertiser, 27 April 2012
A new alcoholic drink marketed to young women as "skinny" has breached a national advertising code. Health advocates say it is "deeply disturbing" that Skinnygirl Cocktails appear to be targeted directly at young girls.
Hidden plight of our booze babies
Adelaide Advertiser, 27 April 2012
Feature on FASD and policy initiatives to prevent drinking during pregnancy.
Alcohol’s harm a sobering thought
Community News, 26 April 2012
Opinion piece by Simone Pettigrew, Director of the Health Promotion Evaluation Unit at the University of WA: Alcohol is a natural part of Australian culture, right? This would seem to be a natural assumption based on the amount and type of alcohol advertising.
Children lap up TV booze ads
The West Australian, 24 April 2012
Children are being enticed to drink alcohol by advertisements during popular television viewing times, a Perth study has found.

The Facts

  1. One of the main reasons I drink is to get drunk’ report 43.3% of 16 to 17 year old WA school students.
  2. It is ok to get drunk occasionally’ report 66.3% of 16 to 17 year old WA school students.
  3. ‘Drinking is the best way of relaxing’ report 50.1% of 16 to 17 year old WA school students.
Source: Haynes R et al. Australian School Student Alcohol and Drug Survey: Alcohol Report 2008 - Western Australian results.

Alcohol Action Station aims to provide the WA community with the tools to take action to reduce harms from alcohol among young people. It is provided by the McCusker Centre for Action on Alcohol and Youth in association with the Injury Control Council of WA. You are receiving this email because you have subscribed to receive Alcohol Action Station fortnightly e‐newsletters and urgent bulletins.

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