Alcohol Consumption In Australia

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Introduction

Alcohol consumption has a prominent place in Australian culture. It is highly related with recreational, celebration, cultural ceremonies and social activity. Mostly, adults are seen to love the culture. In many instance, adults consume alcohol to fit in and belong. Research has shown that due to over consumption of alcohol, Australian are in increased risk for range of acute and chronic diseases like cardiovascular disease, liver disease, cancer, type 2 diabetes and chronic kidney disease (Australian National Preventive Health Agency, 2014). It also contributes as a risk factor for illness like high blood pressure, obesity and overweight.

Commercial communication in the form of advertising, direct marketing, sponsorship, sales …show more content…
In 2012, Australian National Preventive Health Agency came out with report that suggested total value of alcohol product sold in five year (2010-2015) surpassed $10 billion in Australia and $4.8 billion was in New South Wales. The report also presented that about 73 per cent of the sale was to the adults. By law, products are only supposed to be advertised for the audience aged 18 years and over, the advertisement has been reached out to minors and has remarkable effect in its consumption. Research has shown that $1.45 billion has been spend on alcohol promotion in Australia in year 2014. The Australian Alcohol and Drugs Survey established that NSW has highest rate of alcohol consumption and sale among other states. It has also stated that by age of 12, around 73 per cent of adult have tried alcohol, which increased proportionately up to 91 per cent by the age of 15. Mass media, online media and advertisement in particular have been stated among the influence. High amount of the consumers seems to be getting information about the product via advertisement. As a result, advertisement and the method of advertisement have been of prime concern for researches and policy makers to study the sale patterns of alcohol. Recommendation about restriction on alcohol marketing and promotion has been put forward to …show more content…
Seven prospective cohort studies that followed up around 13,000 people aged between 10 and 30 were studied and reviewed. The study evaluated a range of advertisement and marketing strategies like pamphlets, broadcasting media, social media and many more. The majority of the people indicated that they were been exposed to alcohol advertisement on television, in newspapers and magazines, Internet and on billboards. Study carried out by Connally & Gorden in 2015 found that the alcohol retailers do agree that the sale of alcohol has increased over the year when the advertisements have aired on television and Internet. The study showed mostly adults were influenced by advertisement on television and internet however with older population, alcohol advertising at the point of sale like bottle shops and pubs/bars was associated with consumption. However, some of the report suggests that cheap market price also makes difference on sale or consumption of the alcohol. Martin, Sham & David concluded that 76 per cent of drinkers are pre determined with which alcohol they will consume and 24 per cent of drinkers would go with cheap price. Research concluded that cheap priced alcohols that are advertised tend to be consumed more in comparison with other alcohol
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