摘要：Sports-related alcohol promotion is a primary mechanism via which young people are exposed to alcohol advertising. Efforts to reduce this exposure need to be informed by information relating to: 1) the prevalence of sports-related alcohol promotion in live, broadcast and online contexts; 2) the nature of this promotion; 3) the effects on young people of exposure to these forms of alcohol promotion; and 4) evidence-based strategies that have been demonstrated to address alcohol promotion activities that connect alcohol with sport. The aim of the present study was to synthesise available data on these issues to provide insights into the range of regulatory options that are likely to be most effective in restricting alcohol promotion in sports-related contexts. A narrative review approach was used to capture a broad range of relevant literature. Evidence from Australia, New Zealand and around the world shows that more restrictive alcohol promotion regulation is needed due to the known harms associated with youth alcohol consumption, the sheer volume of alcohol advertising to which young people are exposed and recent changes in the platforms used by alcohol marketers to promote their products. The following specific regulatory changes are among those recommended to reduce young people’s exposure to sportsrelated alcohol advertising: removal of timing exemptions that permit alcohol promotion during televised sporting programming regardless of the time of day; redefinition of children’s viewing times to reflect children’s actual viewing habits; the explicit inclusion of sponsorship within advertising codes; the banning of online alcohol promotion due to the inability to implement effective access restrictions; and the introduction of mandatory regulations that are developed and implemented in alignment with public health interests.
