A new research report, commissioned by Cancer Council, has investigated the impact of zero alcohol products on Australian teenagers, as concerns arise that they could be a gateway to future alcohol usage. The charity organisation is calling for government action surrounding the regulation of alcohol branded products, as it believes the visibility of zero alcohol products provide additional marketing opportunities for alcohol companies.
As an emerging market that has not had significant research conducted on it, the rise of zero alcohol products and their visibility in media and in stores has become a cause for investigation by health professionals.
Led by The George Institute for Global Health and published in Appetite, this research report surveyed older teenagers, aged 15-17, on their perceptions of and experiences with zero alcohol products.
Lead researcher and research fellow at The George Institute for Global Health, Dr Leon Booth, said this research provided early insights into the potential consequences of the proliferation of zero alcohol products, and their marketing in environments where young people are.
“Our research shows that zero alcohol products and marketing are likely making young people more familiar with alcohol brands and further normalising alcohol consumption,” said Booth.
“Zero alcohol products potentially act as a trojan horse for the alcohol industry to get in front of young people, exposing them to additional alcohol marketing.”
Of the survey’s participants, 37 per cent stated that they had tried zero alcohol products before, and over half said they looked appealing, and the packaging was attractive.
The report was commissioned by Cancer Council, a prominent non-profit charity organisation involved in cancer research, prevention, advocacy and patient support. As drinking alcohol at any level can increase the risk of cancer, the organisation has a vested interest in the zero alcohol sector, and its potential as a gateway product.
Cancer Council’s deputy chair of the Nutrition, Alcohol and Physical Activity Committee, Julia Stafford, said that zero alcohol products, many of which are manufactured by alcohol companies and designed to look and taste identical to their alcoholic counterparts, provide alcohol brand exposure to young people in outlets not traditionally associated with alcohol.
“We already know that the more children and young people are exposed to alcohol marketing, the greater the likelihood that they will start to use alcohol earlier, and to drink at risky levels if they already use alcohol,” said Stafford.
“There are currently no standards limiting the ways they simulate alcoholic products, or restrictions on marketing or sales, meaning young people can purchase these products and are exposed to marketing in highly visible places such as supermarkets. This environment creates a public health risk to young Australians.”
Visibility of zero alcohol products was a key cause of concern prior to and after the study was conducted, with 80 per cent of the teenagers surveyed having seen them for sale, and 76 per cent having seen advertisements for them.
“Zero alcohol ads are reaching young people through several avenues, including popular social media platforms like Instagram and TikTok,” said Booth.
“It’s clear that we need to do more to protect children and young people from exposure to zero alcohol marketing to prevent future alcohol harms.”
The full research report, including quotes from surveyed participants, can be found here.
