Alcohol Advertising at the Beach: Insights From Young People in Western Australia

BACKGROUND: Advertising and marketing by the alcohol industry serve to normalise alcohol use, with exposure to alcohol advertising linked to earlier and riskier drinking among young people. Advertising that portrays alcohol use in and around waterways is of particular concern, with one in five fatal drownings being associated with alcohol.

OBJECTIVE: This study aimed to explore the types of alcohol advertising that young people were exposed to, and to determine whether exposure to alcohol advertising was related to their alcohol use in aquatic environments.

METHODS: We surveyed 102 young people aged 18 to 25 years attending a free event at a coastal location in Perth, Western Australia. Questions addressed demographics; participation in aquatic activities; alcohol use around water; recall of alcohol advertising; and social media engagement.

RESULTS: Most participants recalled seeing alcohol advertisements often (n = 71, 69.6%) and had engaged with alcohol brands or products on social media, including viewing alcohol company-sponsored events (n = 66, 64.7%) and liking alcohol brand posts (n = 48, 47.1%). Sixty participants (58.5%) had consumed alcohol before or while participating in an aquatic activity in the past year. This behaviour was more common among those who reported higher engagement with alcohol brands on social media and a higher frequency of alcohol advertising recall.

CONCLUSIONS: These findings highlight the role of alcohol industry marketing in normalising alcohol use among young people. Our findings reinforce the need for advocacy and comprehensive marketing restrictions to counteract alcohol industry practices and reduce the risks associated with pervasive alcohol advertising within aquatic environments.