Zero-alcohol ads may be harmful to teenagers, shaping future drinking patterns.
Teenagers are more likely to want to try the alcoholic versions of zero-alcohol brands when exposed to their advertising, according to research from Flinders University.
The researchers say the findings show that zero-alcohol promotions can function as indirect advertising for the real thing, as teenagers often do not distinguish between alcoholic and non-alcoholic brands which have similar packaging and themes.
Flinders University co-author and researcher Nathan Harrison from the College of Medicine and Public Health said the results challenged the assumption that zero-alcohol ads were a safe alternative for young audiences.
“Zero alcohol adverts appear to shape how adolescents think about the full-strength products from the same parent brands,” Mr Harrison said in a statement.
“This points to a major policy gap.
“Zero-alcohol products are often exempt from alcohol advertising restrictions, allowing companies to use the same branding to reach young audiences.
“Policies that treat all brand advertising consistently – regardless of alcohol content – may better protect young people.
“Some countries in Europe already apply broader restrictions, and Australia could benefit from similar measures.”
The study of 382 adolescents aged 15-17 found that teens who had seen, and especially those who liked, zero-alcohol ads reported significantly stronger intentions to try the alcoholic versions.
Social media and the internet were the most common places where teens were exposed to zero-alcohol promotions.
The team, lead by Flinders University’s Dr Ashlea Bartram, notes that the results align with wider evidence that alcohol marketing influences adolescent attitudes and behaviours.
They also call for further research to understand how long-term exposure to zero-alcohol advertising may shape future drinking patterns.
