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Children see more alcohol advertising than adults do

boy with alcopops. Source: Thinkstock
Children in Britain are more exposed to alcohol marketing than adults are, according to the OU's Professor of Social Marketing Gerard Hastings.

He calls for urgent changes to Britain's 'flawed' drinks advertising regulations in an editorial in the British Medical Journal, which is published to coincide with a major report calling for all alcohol advertising to be banned.

The editorial cites research by the Rand Corporation for the European Commission which shows that 10-15 year olds in the UK see 10% more alcohol advertising on TV than their parents do. When it comes to alcopops, they see 50% more.

And the situation is set to worsen as advertisers increasingly spread their messages via digital media, say Gerard Hastings and co-author Nich Sheron, clinical hepatologist at the University of Southampton.

Their comments coincide with the publication of Health First: an evidence-based alcohol strategy for the UK, a report which calls for a ban on all alcohol advertising, and minimum alcohol pricing. Gerard Hastings is a member of the strategy group which compiled the report.

To see Gerard Hastings discussing the proposed strategy with Professor Linda Bauld, University of Stirling, go to this link

Further information

Professor Gerard Hastings is a member of The Open University's Centre for Strategy and Marketing. He is founder/director of the Institute for Social Marketing and Centre for Tobacco Control Research based at Stirling University and The Open University. He is currently leading APISE, a major study of the effectiveness of alcohol control policies.

The British Medical Journal editorial Alcohol Marketing: Grooming the Next Generation was published on 1 March. Current OU students can access it via the OU Library using their Open University Computer Username (OUCU) and password. Its reference is BMJ 2013;346:f1227. For help in accessing electronic journals through the OU Library database go to How can I get access to a particular journal on the Library website.

Posted 26 March 2013

 

Image: Thinkstock

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Children in Britain are more exposed to alcohol marketing than adults are, according to the OU's Professor of Social Marketing Gerard Hastings. He calls for urgent changes to Britain's 'flawed' drinks advertising regulations in an editorial in the British Medical Journal, which is published to coincide with a major report calling for all alcohol advertising to be banned. The ...

An alternative approach to love and Valentine's day

Valentine cupcake
OU research into relationships reveals that society's preoccupation with a certain kind of romantic love over all other kinds can be damaging.

Dr Meg Barker, Senior Lecturer in Psychology at the OU, talks about how an alternative approach to love and Valentine's Day could benefit all.

 

  

Dr Meg Barker will be online this Valentine's day - join us on Facebook for further debate and discussion and help OU Research to change the world. Visit facebook to get involved.

 

Posted: 12 February 2013

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Average: 1.8 (5 votes)

OU research into relationships reveals that society's preoccupation with a certain kind of romantic love over all other kinds can be damaging. Dr Meg Barker, Senior Lecturer in Psychology at the OU, talks about how an alternative approach to love and Valentine's Day could benefit all.      Dr Meg Barker will be online this Valentine's day - join us on ...

Teen pregnancy gap widening in areas with ‘good practice’

Lady and child by Thinkstock
Changes in teenage pregnancy rates in some parts of England are accompanied by some unexpected factors, new research shows.

A study by the OU and Durham University looked at trends in the gap between local teenage pregnancy rates and the national average. A fall in the gap was found in areas with a higher proportion of black and ethnic minority populations and a rise was revealed in areas where standards for commissioning services had been assessed as excellent or good.

Researcher Professor Tim Blackman from the OU’s Faculty of Social Sciences reports his findings in the latest edition of the journal Social Policy and Society, published by Cambridge University Press.

The research
Blackman studied 27 out of 70 ‘spearhead’ local authority areas designated by the last Labour government as needing increased resources to tackle health deprivation and inequality issues. He looked at teenage pregnancy rates in each of the 27 areas between the years 2005 and 2009, when the latest data on teen pregnancy rates was available.

At ‘baseline’ in 2005, local rates varied from 38.1 to 85.0 conceptions per 1,000 fifteen to seventeen-year-olds, against a national average of 41.4. By 2009, the local rates varied from 41.0 to 69.4, against a national average that had dropped to 40.2.

In areas where the standard of commissioning services was assessed as high, the teen pregnancies gap actually increased. Blackman said this had been the most surprising finding of his research:

“Many people would expect to find that areas which had apparently excellent planning and commissioning would have done better at closing their teen pregnancy gap than other areas but this didn’t prove to be the case. In fact, the opposite was true and it appears to have made things worse.”

Research with professionals working in these areas revealed that this apparently good practice was accompanied by an increase in bureaucracy and process, which had taken time and attention away from actually getting things done. Where this was not in the way, the professionals said they were able to get on with the job of helping teens on the ground.

A suprise finding
In areas where the gap was narrowing and pregnancy rates were falling, Blackman discovered that there was a higher proportion of black and ethnic minority groups in the local population. He reports this was also a surprising finding as these had been among the areas which had previously struggled with rising rates of teen conception:

“The answer may be found in increased awareness of the risk of infection and rising educational aspirations and achievement among young black and ethnic minority populations. Out of the 27 areas we studied, 11 had a high proportion of black and ethnic minority groups in their population and 8 of these 11 had falling teen pregnancy rates and narrowing gaps. The areas where there was a low black and ethnic minority population all had rates that were either not falling as fast or actually rising.”

He also found that the areas with falling conception rates had a higher proportion of under 18s in the population. Blackman concludes that these areas are more likely to have a high level of services overall to help young people in many aspects of their lives, steering them away from vulnerability to early pregnancy.

Falling teen pregnancy rates were also found in areas where fewer people were being treated for drug addiction: low numbers of people being treated for drugs may indicate a lower prevalence of risky behaviours generally in that area.

The areas studied by Blackman have been kept anonymous as a condition of NHS ethics approval and to encourage truthful responses from individuals surveyed in the research.

Tim Blackman is the OU’s Pro Vice-Chancellor for Research, Scholarship and Quality. A Professor of Sociology and Social Policy, he was elected to the Academy of Social Sciences in 2004. He is a former Director of the Wolfson Research Institute for Health and Wellbeing at Durham University.

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Changes in teenage pregnancy rates in some parts of England are accompanied by some unexpected factors, new research shows. A study by the OU and Durham University looked at trends in the gap between local teenage pregnancy rates and the national average. A fall in the gap was found in areas with a higher proportion of black and ethnic minority populations and a rise was ...