Can counter-advertising exposing alcohol sponsorship and harms influence sport spectators’ support for alcohol policies? An experimental study

Abstract

Background: Exposure to alcohol advertising and sponsorship through elite sport is associated with harmful use of alcohol. Owing to strong financial and cultural ties between alcohol and sport in Australia, policy action to restrict alcohol sport sponsorship is unlikely to occur without strong public support for change. This study tested whether exposure to counter-advertising exposing industry marketing of harmful products—a technique shown to be effective in tobacco control—promotes higher support for policy change and less favourable beliefs about the alcohol industry among sport spectators. Methods: A sample of 1,075 Australian adults aged 18–49 years who planned to watch an National Rug..