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EXECUTIVE SUMMARY
Despite the alcohol industry's claim that it does not advertise to underage youth, young people are consistently exposed to and affected by alcohol marketing. This exposure increases underage drinking, promotes brand awareness and influences youth attitudes about drinking. The alcohol industry targets youth with marketing messages to develop loyal customers. To some people, this practice is considered unethical and needs to be changed.
“Advertising is not in any sense a separate industry. Nor is it even a separate business, except for a very small number of people employed in advertising agencies. It is, rather a tool, an instrument, used by many different types of businessmen, in many widely different fields and industries, for their own highly specialized purposes in their own highly specialized ways” (Hodges).
Based on surveys and research by experts in this field, my conclusion is that the Government should introduce a statutory code of advertising practice which should be monitored by an independent body with power to apply sanctions against those who disobey the code.

PROBLEM
Using the internet and other technological devices, the alcohol industry disregards their codes of practice. Web sites promoting alcohol are designed to take advantage of the unique properties of interactive online media-interactive games, competitions, free giveaways, alcohol accessories, screensavers, chat rooms, and free e-mail addresses. These are designed to engage underage visitors and entice them into an environment of alcohol. Vulnerable young computer users are lured into a culture of binge drinking which has huge economic and social repercussions.

BACKGROUND
Sports sponsorship is a big example of the dodging of codes which do not allow alcohol to be associated with images of sports. It comprises a marketing mix in which events, sports clubs, teams, individual stars, clothing and toys are...