A group of academics, led by Dr Kerry O’Brien at the University of Manchester and Dr Kypros Kypri from Newcastle University in Australia have called for a ban on sports advertising by the alcohol industry.
The paper, which is published today in the Addiction journal says that governments should act to outlaw the practice.
It comes following research published last year by O’Brien which showed evidence of a link between sponsorship and “hazardous drinking” among sports people.
However, O’Brien says the alcohol industry and sports administrators were “dismissive” of the results.
The academics claim this is “reminiscent of arguments used by the tobacco industry in the 1990s. “
"Sport administrators are sending mixed messages to participants and fans when, on the one hand, they embrace and peddle alcohol via their sport, while on the other they punish individual sport stars and fans when they display loutish behaviour while intoxicated,” said co-author, Dr O’Brien.
Instead of cash coming through sponsorship, the report recommends that governments use the proceeds of alcohol taxation to sponsor sports.
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