Existing rules on alcohol advertising are failing to protect children and must be tightened, the government agency charged with preventing disease says.
In a draft report released on Monday, the Australian National Preventive Health Agency recommended removing an exemption that allows alcohol advertisements on free-to-air television in children's viewing hours at weekends and on public holidays in live sporting broadcasts.
A 2007 study showed more than half of alcohol advertisements were shown during such broadcasts.
Citing evidence that teenagers were exposed to almost the same level of alcohol advertising as adults aged 18 to 24, the agency found that co-regulatory and self-regulatory arrangements were ''failing to sufficiently protect children and adolescents and, in some cases, are facilitating their exposure to alcohol advertising.''
It recommended governments legislate for a ''new regulatory regime'' if the industry did not adequately respond to public concerns by 2016.
The agency also recommended that alcohol advertising on pay TV and in cinemas be prohibited before 8.30pm.
