AS the Euro 2016 tournament hots up in France, new research has revealed that families watching the games have seen alcohol marketing almost once a minute during play.

The research, launched today (24th June) by the charity Alcohol Concern, shows that during TV and internet broadcasts of the two countries’ five Group B games, pitch-side adverts for the tournament’s alcohol sponsor Carlsberg appeared a total of 392 times, an average of just over 78 times per game or once every 72 seconds.

This included the showdown between England and Wales on 16th June, which was viewed by more than 11 million people on the BBC and S4C. A significant proportion of that audience will have been under 18, since screenings of the game were arranged for children in primary and secondary schools across Wales.

Alcohol Concern Cymru Director, Andrew Misell, said: “The volume of alcohol marketing around football is already enormous, and this research shows that alcohol companies are prepared to go to great lengths to get their brands in front of consumers, even when the law says otherwise.

“France’s strict rules on alcohol advertising – known as the Loi Évin – ban alcohol sponsorship of sporting events and alcohol advertising on television. Carlsberg managed to sidestep this by replacing their brand name on pitch-side adverts with one of their well-known slogans, in the instantly recognisable Carlsberg font. So, when children sat down in school halls across Wales to watch the big match, they were treated to a game packed with alcohol adverts.

“We know from our previous research that children as young as 10 are more familiar with major alcohol brands than some popular cakes and snacks, and that many children associate specific beer brands with leading football teams.

“Alcohol marketing drives consumption, particularly in the under-18s. Given the sport’s massive appeal to children, it’s high time to tighten up the rules and kick alcohol advertising and sponsorship out of football.”