A piece featured in Monday’s edition of The Sydney Morning Herald, written by Michael Thorn, chief executive of the Foundation for Alcohol Research and Education, linked the prominence of the promotion of alcohol in sport and alcoholism in society.
He deals specifically with how the frequency of alcohol advertisements throughout sporting broadcasts – and the large number of alcohol companies sponsoring sporting franchises – could convey the message to younger generations that alcoholism is acceptable or even potentially desirable.
This serious issue is demanding of public consideration and further action to ensure that the sporting landscape does not heighten the binge drinking culture, against which many of its organisations have defiantly fought.
Thorn wrote in direct response to the aftermath of Sunday’s ICC Cricket World Cup Final, in which the interviewing of former player and now commentator Shane Warne sparked the media into focusing upon the frivolous aspects of the Australian team’s celebrations that night.
Warne asked Brad Haddin, “are you thirsty?”, and of Shane Watson “So what’s the plan – besides lots of drink and that? How long is that going to last? Just one night, two nights?”, as an indicator of the irresponsible portrayal of alcohol, that he believes typical of the sporting landscape.
Undoubtedly, Warne was indeed highly irresponsible in making such remarks, especially since they were broadcasted to a global audience of billions, however I think it wrong to immediately attribute such irresponsibility to the entirety of the sporting community.
Over past years, many of Australia’s leading sporting organisations have taken steps towards the discouraging of alcohol-influenced behaviours.
Numerous campaigns have been produced, in conjunction with government agencies including the National Rugby League endorsed, “Know when to say when” campaign, and the similarly named campaign, “Know when to declare”, featuring voiceovers from prominent past cricketers, aired during Channel Nine’s summer cricket broadcasts.
However the point made by Thorn is that these campaigns will be extremely limited in their successes, due to the high level of alcohol advertisement and endorsement, which clubs and organisations justify for economic reasons.
In every major sporting league in Australia you will find alcohol companies as sponsors, their names plastered across fields and billboards, and also as club sponsors with their logos printed upon player clothing.
Add to this the barrage of alcoholic advertising, to which the viewer is subjected during commercial breaks, that depict alcohol as key to social behaviour, and it becomes clear that this is the source of influence.
Only sporting organisations, that is the leagues and clubs possess the power to reduce the wide exposure of alcoholism, that is being beamed into homes, and sending a clear message to young, susceptible viewers.
The morals behind the need for stricter restrictions make logical sense, however deciding the form that the restrictions should take is a far more precarious issue.
A balance needs to be achieved that ensures economic sustainability for sporting organisations, while reducing the debilitating consequences of alcohol advertising.
A similar balance is required in broadcasting restrictions also, as alcohol companies are among the highest paying for advertisements. This revenue enables television networks to pay the high prices for broadcast deals set by sporting leagues to allow fund distribution to subsidiary clubs.
One thing is clear though, that the actions of sporting personalities, most recently Shane Warne in promoting the acceptance of a drinking culture, can only be reduced in frequency by attacking the source of their justification.
We cannot risk continued beaming of material that promotes a damaging drinking culture into the homes of young Australians.
Our sporting organisations must step up and see that change is necessary.
NaBUru38
Guest
I agree with the writer. Sports should promote healthy lifestyles, not excessive drinking.
Alex L
Roar Rookie
Vas, I just don't agree; alcohol companies can promote their product, but it's up to parents to show children about responsibility with regard to drinking alcohol, alcohol isn't a problem in its own right and most people drink responsibly.
scouser4life
Guest
top post by chris
scouser4life
Guest
Spot on Chris about Warne as an interviewer. He was really poor.
AdrianK
Guest
And here was me thinking the team was going to follow any football team's good example, and get home for an early night :) I particularly enjoyed one of the other post game interviewers -big guy... I don't know who he is, but it was clear he learnt his interviewing skills from Russell Coight: "So, must be a special moment?" "Yep" "Must be a pretty special group of blokes?" "Yeah, really special group of blokes" "Gotta be special to win this this event at such a special ground?"
Jarijari
Guest
They might make us eat raw onions
WQ
Guest
There's no drinking culture problems in Australian Cricket, how ridiculous. Leave them alone next thing people will be accusing them of sledging, this is out of control.
Chris
Guest
you are right, if we cant get rid of absolutely every instance of alcoholism we shouldnt even try at all.
Glenn Innes
Guest
Really what we are commenting on is the rise of a new secular puritanism, alcohol today, gambling tomorrow, next will be sugar.It is all based around the idea that all human beings are completely devoid of self control and if exposed to the promotion of these "evil" products will very quickly self destruct, So we all need to be protected from ourselves, which of course in the long run will mean handing enormous powers to the state even to the point of actually raising our children because we can't be trusted to do it properly.So useless are we that the mere sight of an advert for beer or a bookmaker will completely overpower the influence of parents and turn the next generation into drunks and gambling "addicts"
Vas Venkatramani
Guest
Alex, that's a fair enough comment to make. But surely shouldn't there be a responsibility for alcohol companies to self-regulate, equal to parents' responsibility to parent responsibly (sorry for the alliteration). It's a fine notion asking governments to not interfere, and for people to make their own choices. Yet parents are two people trying to persuade a message to their children against multiple companies coupling kids' sporting heroes to their brands. It's marketing 101, and it works well because kids respond to it, despite many parents' best efforts. My concern about the "government leave us alone" line is that it implies parents are not taking responsibility. Many are, but they are facing a David and Goliath battle. And if people pay taxes, then surely they have the right to ask governments to help them out against many companies who which enjoy lower tax rates (if I dare mention this irony?) I'm not for total government regulation, but neither am I against them getting out of the way. Governments too have a responsibility to the people whose taxes they collect.
Perthstayer
Roar Rookie
Job as post match interviewer available. Life achievements must include minimum three of the following: 1. Drug taker 2. Hard Drinker 3. Liar 4. All time great legendary cricketer The finger of blame is most painful when it points at us.
Alex L
Roar Rookie
How about we take responsibility for our own actions and stop asking the government to do the job of parents in setting a good example about good behaviours and habits.
Wal
Roar Guru
I agree with most of what you say Sheek, and am I big if it only harms yourself go crazy. But and it is a huge but, when the rest of society have to pick up the tab further down the track then we all get to have a say in the regulations imposed on certain activities. Don't want to wear a seat belt be my guest but don't rock up to emergency expecting first class care from a minor accident. This similarly applies to smoking, gambling and alcohol, the after effects on abuse of any of these are also a burden on society and as such society should be able to debate in impose restrictions on their use. Note I say restrictions and not bans.
Wal
Roar Guru
"Let’s have an adult conversation about these issues." As soon as Warnie got involved any hope of that quickly dissappeared
Kaks
Roar Guru
Perfect comment.
Brett McKay
Expert
great post, Chris..
Bondy
Guest
albatross Its an obvious demographic they target in their commercials also " the little fat podgy bloke aged about 22 with no women around him " ....
sheek
Roar Guru
I actually found the interviews amusing & light-hearted. But herein lies the hypocrisy of our society. We ban tobacco advertising, yet allow alcohol advertising & corporate betting advertising. As far as I can see the worst damage done by casual smoking is to the individual, but binge drinking & betting with money you don't have create far greater social problems. However, I don't smoke but I like a drink or two & only bet occasionally & modestly, mostly for fun. I especially like the fact I have the FREEDOM to choose how much I drink or how much I bet. But I do miss not being able to buy a 5-6 pack of panatela cigars & quietly smoking through them over several weeks. You used to be able to buy them at the hotel bar or liquor drive-in counter. No more. If we're serious about treating drinking & gambling as seriously as we are about smoking, then alcohol & betting ads should be banned also. But of course, that won't happen. Thus the hypocrisy continues. Anyway, I'm not a fan of your article. Probation was tried in the US in the 1920s & failed miserably. Drinking is part of life. It is not only the Australian culture, but the culture of many countries. Russia has its vodka, France & Italy their wine, Germany & the Scandinavian countries their beer, the US their whiskies. It's not as if we Aussies are unique. You won't stop people from drinking. But you can educate them to be more responsible about their drinking. Just like the Corporate Bookie ads at the very end. Said so quickly & quietly, you almost miss it - "gamble responsibly." Yep, I'm an old cynic from way back & nor do i have time for the wowsers. Unfortunately, the best advice anyone can ever give you is 'caveat emptor' - buyer beware. This extends to accepting personal responsibility for your behaviour at all times. I don't know if this makes sense, but then it is what it is.
The Other Steve
Roar Guru
"And the peer pressure that exists within teams to display one’s solidarity by drinking along was epidemic when I was playing youth sport." The culture is changing. Young people are far more serious and - dare I say it - sober today. It's not just alcohol, as overall drug use is declining.
TheCunningLinguistic
Guest
Very well said, I wish I had the time to articulate my thoughts, as they are much along the same lines. Thanks for taking the time to write this.