Module 5: young people, society and AOD: facilitator's guide

4.4 Marketing of alcohol and tobacco to young people

Page last updated: 2004

Alcohol

Advertising for alcohol products remains legal in all forms of media although there are some restrictions. Clearly the manufacturers of alcoholic drinks are trying to make their products appear attractive to young people - people who drink are usually beautiful, sophisticated, sexy and popular - attributes considered very important to young people.

Question - Identify some commercials that target a younger market.

Answer
  • Archers
  • Bacardi Breezees
  • Midori Illusions
  • Stolleys

Tobacco

Advertising for tobacco products has virtually ceased in Australia.

Tobacco companies now take advantage of one of their last refuges: the retailer selling the tobacco. Called 'point of sale' advertising, retailers such as corner shops and service stations often display advertising as well as a large wall of cigarette packets which become de-facto advertising. Tobacco companies are also paying for 'product placement' of their brands in films and television to get around the laws and to market their products to young people, who are big filmgoers.

Advertising restrictions vary across Australian states and territories. Some do not allow any 'point of sale' advertising and cigarettes are kept under the counter.

Task

Question - Look at cigarette retailers in your area. What restrictions apply?