title: A study of an alcohol advertisement for low alcohol beer.
abstract: A study was undertaken to measure the blood alcohol levels (BALs) of five men and five women after they had consumed seven middies of Emu 2.2 (2.2% alcohol by volume) beer in 1 hour. This study was conducted in response to a newspaper advertisement which depicted a well-known football player drinking seven middies of Emu 2.2 beer over 1 hour and registering a BAL of 0.012%. As predicted, the BALs of the ten adults varied considerably, but all greatly exceeded the very low result obtained by the football player. More importantly, from the point of view of road safety, all ten BALs exceeded the 0.02% probationary driver limit in Western Australia, and two of the BALs were above the 0.05% legal limit for driving in several other Australian states.
authors.affiliation: Western Australian Alcohol and Drug Authority, Construction House, 35 Havelock Street, West Perth, WA, 6005, Australia.
authors.forename: K L
authors.initials: KL
authors.lastname: McLaughlin
authors.forename: D I
authors.initials: DI
authors.lastname: Smith