Alcohol Adverts 'Shown Once Every 72 Seconds' During Euro 2016 Games | HuffPost Life

'Alcohol marketing drives consumption.'

By

Life Editor at HuffPost UK

Football fans watching Euro 2016 matches on TV are being bombarded by adverts for alcohol, a charity has warned.

According to research by Alcohol Concern, during broadcasts of the five group matches played by England and Wales, pitch-side adverts for the tournament's sponsor, Carlsberg, appeared a total of 392 times.

This equated to an alcohol-related advert being seen an average of 78.4 per game, or once every 72 seconds.

The charity has warned this could promote unhealthy behaviour among football fans, particularly those who are under the age of 18.

Sally Anscombe via Getty Images

Tom Smith, director of campaigns at Alcohol Concern, said the volume of alcohol marketing in sport, especially in football, which is popular with children and younger people, is "enormous".

"We already know from our previous research that half of children associate leading beers with football," he said.

"Alcohol marketing drives consumption, particularly in under-18s and sport should be something which inspires active participation and good health, not more drinking."

Over 14 million people watched England’s opening game with Russia and at least 9 million watched England’s showdown with Wales live.

Based on previous tournaments, up to 14% of the audience were likely to have been under 18 years of age and some school across Wales arranged screenings for pupils.

“We need to protect the younger generation, which is why the government needs to implement the phased removal of alcohol marketing from sport, as it has done with tobacco," Smith added.

"France’s laws on alcohol advertising prohibit alcohol sponsorship of sporting events and alcohol advertising on television.

"Euro 2016 sponsor Carlsberg was able to get around this by replacing their brand name on pitch-side adverts with one of their well-known slogans, in the Carlsberg font. This ensured that their adverts were regularly visible to viewers, even on channels like BBC 1 where paid-for advertising is not possible."

In a statement given to The Guardian, a Carlsberg spokesman said: “We take great care that the vast majority of viewers of our marketing are above legal drinking age. Our internal and industry codes clearly stipulate that our marketing communication are designed to prevent any primarily underage appeal."

The Huffington Post UK has contact Carlsberg for further comment.

Signs Of Alcoholism

Abuse: Not Meeting Responsibilities(01 of20)

Abuse, the regular use of a substance that leads to serious psychological and/or physical disability, is shown by one or more of these symptoms during the same year:Repeated substance use to the point of not being able to meet responsibilities -- not performing well at work, being suspended from school, being repeatedly late or absent from required duties, or neglecting household tasks. (credit:Shutterstock)

Abuse: Involving Risk(02 of20)

Abuse, the regular use of a substance that leads to serious psychological and/or physical disability, is shown by one or more of these symptoms during the same year:Repeated substance use when there is risk involved, like operating equipment or driving a car while under the influence. (credit:Shutterstock)

Abuse: Difficulties With The Law(03 of20)

Abuse, the regular use of a substance that leads to serious psychological and/or physical disability, is shown by one or more of these symptoms during the same year:Repeated difficulties with the law related to substance use -- being arrested for physical aggression or drunk driving, for instance. (credit:Shutterstock)

Abuse: Personal Or Social Difficulties(04 of20)

Abuse, the regular use of a substance that leads to serious psychological and/or physical disability, is shown by one or more of these symptoms during the same year:Insisting on using the substance regardless of continued or repeated personal or social difficulties because of it, verbal or physical aggression with a loved one, or frequent arguments about the substance use. (credit:Shutterstock)

Dependence: Needing Great Amounts(05 of20)

Symptoms of alcohol dependence, a physical need to drink, are identified as three or more of the following within the same year:Needing greater amounts of alcohol to satisfy cravings. (credit:Shutterstock)

Dependence: An Inability To Reduce Use(06 of20)

Symptoms of alcohol dependence, a physical need to drink, are identified as three or more of the following within the same year:Using the substance longer than planned or more frequently and in greater amounts.An inability to reduce use, despite a sincere wish to do so. (credit:Shutterstock)

Dependence: Going Through Withdrawal(07 of20)

Symptoms of alcohol dependence, a physical need to drink, are identified as three or more of the following within the same year:Going through withdrawal when not using alcohol, with symptoms such as tremors, restlessness, and agitation. (credit:Shutterstock)

Dependence: Avoiding Withdrawal(08 of20)

Symptoms of alcohol dependence, a physical need to drink, are identified as three or more of the following within the same year:Taking a substance or a similar one to avoid the effects of withdrawal. (credit:Shutterstock)

Dependence: Spending Time On Alcohol(09 of20)

Symptoms of alcohol dependence, a physical need to drink, are identified as three or more of the following within the same year:Spending a significant amount of time trying to acquire the substance.Spending less time at work or on other activities because of substance use; a person may completely abandon previously enjoyable activities. (credit:Shutterstock)

Dependence: Drinking In The Face Of Difficulty(10 of20)

Symptoms of alcohol dependence, a physical need to drink, are identified as three or more of the following within the same year:Continuing to drink despite being aware that alcohol is causing psychological or physical difficulties. (credit:Shutterstock)

Addiction: Saying Inappropriate Things(11 of20)

Stephen Gilman, MD, an addiction specialist in New York City, helps determine the severity of alcohol addiction by asking the following questions:Does he/she frequently say inappropriate things? (credit:Shutterstock)

Addiction: Slurred Speech(12 of20)

Stephen Gilman, MD, an addiction specialist in New York City, helps determine the severity of alcohol addiction by asking the following questions:Does his/her speech slurred? (credit:Shutterstock)

Addiction: Missing Work(13 of20)

Stephen Gilman, MD, an addiction specialist in New York City, helps determine the severity of alcohol addiction by asking the following questions:Does he/she miss work? (credit:Shutterstock)

Addiction: Off Balance(14 of20)

Stephen Gilman, MD, an addiction specialist in New York City, helps determine the severity of alcohol addiction by asking the following questions:Is his/her balance off when they walk? (credit:Shutterstock)

Addiction: Trouble With The Law(15 of20)

Stephen Gilman, MD, an addiction specialist in New York City, helps determine the severity of alcohol addiction by asking the following questions:Has he/she gotten in trouble with the law, for example, with drinking and driving? (credit:Shutterstock)

Addiction: Health Problems(16 of20)

Stephen Gilman, MD, an addiction specialist in New York City, helps determine the severity of alcohol addiction by asking the following questions:Is he having health issues related to alcohol addiction, such as heartburn, liver problems, high blood pressure, or insomnia? (credit:Shutterstock)

Question To Ask: Should I Cut Down?(17 of20)

Take the CAGE questionnaire -- if the answer to two or more of the four CAGE questions is yes, it is likely you have a problem.C stands for cut-down: Do you ever feel that you should cut down on your drinking? (credit:Shutterstock)

Question To Ask: People Getting Annoyed?(18 of20)

Take the CAGE questionnaire -- if the answer to two or more of the four CAGE questions is yes, it is likely you have a problem.A stands for annoyed: Have people annoyed you by criticizing your drinking? (credit:Shutterstock)

Question To Ask: Ever Felt Guilty?(19 of20)

Take the CAGE questionnaire -- if the answer to two or more of the four CAGE questions is yes, it is likely you have a problem.G stands for guilty: Have you ever felt guilty about your drinking? (credit:Shutterstock)

Question To Ask: Drinking To 'Recover'?(20 of20)

Take the CAGE questionnaire -- if the answer to two or more of the four CAGE questions is yes, it is likely you have a problem.E stands for eye-opener: Have you ever had to drink as soon as you wake up to steady your nerves or get over a hangover? (credit:Shutterstock)

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