Alcohol marketing during the 2020 Six Nations Championship

Abstract

This project looks at the prevalence of alcohol advertising in the 2020 Six Nations, how this differs across host countries in relation to their marketing policies and the implications of Ireland’s upcoming 12 November 2021 marketing policy changes. Researchers at the University of Stirling counted references to alcohol during matches between UK countries, and looked at the measures in place throughout other countries like France, to reduce alcohol marketing in sports. Recommendations have been developed from this evidence for research, policy and practise, in order to break the link between alcohol and sports and reduce alcohol harms. Key recommendations of the report include: - Adopting stricter alcohol marketing regulations to ensure fewer children are exposed to direct alcohol advertising during events of this scale. - Preventing loophole approaches from drinks companies which allow ‘alibi marketing’ tactics to continue to market products indirectly. - Restricting the marketing of alcohol and implementing a ban on sports sponsorship in Scotland to restrict minor’s exposure to harmful products and to break the link between alcohol and sports.