Foul Play? Alcohol Marketing during UEFA Euro 2016 - joint report by SHAAP, Institute for Social Marketing at the University of Stirling, IAS and Alcohol Action Ireland

Foul Play? Alcohol Marketing during UEFA Euro 2016 - joint report by SHAAP, Institute for Social Marketing at the University of Stirling, IAS and Alcohol Action Ireland

Recommendations to improve the effectiveness of policies to restrict alcohol marketing in sports contexts in France, the UK, Ireland and other countries:

  • Regulations need to reflect contemporary sponsorship practices, including alibi marketing and featuring alcohol brands in commercial adverts for other products, and to have clear processes and timescales for incorporating new developments into legislation.
  • There needs to be effective monitoring and upholding of regulations, with clear lines of accountability explicitly outlined in law.
  • Sanctions need to outweigh any potential benefits to dissuade marketers from circumventing the regulations.
  • Global sport governance organisations, and organisers of domestic and international tournaments (e.g. FIFA and UEFA), should ensure that marketers respect the legal intention to prevent and reduce alcohol marketing exposure to children and young people.
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Created Date: 15th Apr 2017
Last Updated: 15th Apr 2019