A pilot study investigating of the nature of point-of-sale alcohol promotions in bottle shops in a large Australian regional city.
OBJECTIVE
The promotion of alcohol by retailers and media can contribute to a culture of excessive alcohol consumption, but the effect of non-advertising alcohol promotions has largely been neglected. This study sought to gather initial data on this important area.


METHODS
An observational study of alcohol point-of-sale promotions in the Wollongong CBD area, conducted in July-August 2005.


RESULTS
We identified 17 different promotions in three categories: gift with purchase; competitions; and buy some, get some free.


CONCLUSIONS
Given previous research demonstrating the relationship between increased alcohol consumption and both ownership of alcohol-related merchandise and reduced per unit price, it appears that point-of-sale promotions may have the potential to further increase alcohol consumption among young people.


CONCLUSIONS
Only when the extent and impact of such promotions is demonstrated will we be in a position to effectively advocate for appropriate regulations to ensure young people are not exposed to marketing strategies that further increase their exposure to alcohol-related harms.
Jones
Sandra C
SC
Centre for Health Initiatives, University of Wollongong, New South Wales. sandraj@uow.edu.au
Lynch
Melissa
M
D000293:Adolescent; D000328:Adult; D000428:Alcohol Drinking; D002648:Child; D003132:Commerce / Q000458:organization & administration*; D006801:Humans; D040541:Marketing / Q000379:methods*; D009517:New South Wales; D010865:Pilot Projects