Mick Malthouse supports push to reform alcohol advertising
Mick Malthouse has thrown his weight behind a campaign to eliminate alcohol advertising during children’s television viewing hours.
It comes ahead of the release this week of a study of alcohol industry advertising sponsorships with AFL and NRL clubs.
The study, undertaken by the Foundation of Alcohol Research and Education (FARE), found that the Western Bulldogs (AFL) and Melbourne Storm (NRL) were the only clubs not to receive any advertising revenue from the alcohol industry.
Three-time premiership coach Malthouse doesn’t like the infiltration of alcohol advertising into football broadcasts.
“I don’t want my grandchild at the age of 10 watching the football, and subconsciously absorbing all this stuff and think it’s normal,’’ Malthouse said.
“There’s beer, beer, wine, wine, alcohol, alcohol.
“I’m a father and a grandfather, I want to see my kids have a choice. I don’t want to see it rammed down their throats.
“There is a genuine impact. Kids, like my grandchildren now talk about certain things that are on TV that they’re allowed to watch.’’
Malthouse also pointed the finger at athletes, making reference to alcohol-fueled off-field incidents in the football codes.
“Unfortunately, to some players who might think that they can get through life as a superhero and not be looked at, I’ve got one message for you, kids will emulate your style and what you are.
“I’ve had plenty of footballers say, ‘I don’t want to be a role model’. Well, the simple fact is you are.”
A study found 121 occurrences of alcohol marketing during the 2018 AFL grand final.