New Report Reveals Scale of Alcohol Promotion Throughout Six Nations Rugby Championship

Alcohol Action Ireland, the national independent advocate for reducing alcohol harm, in partnership with the Institute of Alcohol Studies (London) and Scottish Health Action on Alcohol Problems – SHAAP (Edinburgh), today (Thursday, 30 September) have published a new frequency analysis study into alcohol marketing during the 2020 Six Nations Rugby Championship.

The findings reveal the extraordinary frequency of viewer’s exposure to alcohol promotion during a typical match broadcast. The study was conducted by Institute for Social Marketing and Health, Faculty of Health Sciences and Sport, University of Stirling.

During the broadcast of Ireland’s home match against Wales, viewers were targeted with 754 alcohol promotion messages – one every 15 seconds; against Scotland it was 690 – one every 16 seconds. Over 50% of these references came within the sporting area, and during actual game time.

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Source: Alcohol Action Ireland. Accessed online at on September 30th