Letter to the Editor: Tuesday October 25, 2016

Take action on alcohol

Last week NZ Rugby confirmed there is to be independent review of its 'culture' following a string of off-field incidents which have embarrassed the organisation.

While there has been a call to redress the way in which women are treated and the violent incidents that have shrouded the image of the sport, some local media commentators have noted that what needs to change is actually society's culture when it comes to sex, relationships and respect.

Nevertheless, what NZ Rugby can do is to address the extent to which it embraces alcohol through the likes of product endorsement and sponsorship.

Images of players and exposure to alcohol sponsorship and marketing has now been proven to increase the likelihood of young people drinking and in more hazardous ways.

In 2010, the Law Commission recommended a long-term goal "...to put in place a regime that makes more fundamental changes.

No alcohol advertising should be allowed in any media other than advertising that communicates objective product information, including the characteristics of the beverage, the manner of its production and its price."

(That same year the World Health Organisation also affirmed that banning alcohol advertising and sponsorship was one of the three most effective and cost-effective policies to reduce alcohol-related harm).

Rugby league legend Graham Lowe, who led the 2014 Ministerial Forum on Alcohol Advertising and Sponsorship, commented publicly that what he found most startling during the review was evidence of the "brainwashing" effect exposure to alcohol advertising and sponsorship in sport had on children.

Now is the time for action on the recommendations from this report - and all the others that the government has received advice from regarding this issue and our drinking culture.

Sporting codes could do their bit by seeking alternative sponsors as a first step.

As usual, the links in blue and pictures will take you to further information. Please share with your networks as appropriate and my apologies for any cross-posting.

DAVE HOOKWAY
Health Promotion Advisor
Kerikeri