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Children Know More Beer Brands Than Biscuit Ones: Shocking Or Not?

They’re more likely to known Fosters is a drink brand than Ben & Jerry make ice cream

It’s a strange world we live in when children can name more types of beer than brands of biscuits. Especially as they don’t knock back pints yet (we hope).

But a survey of 800 primary school pupils in England and Scotland has shown that children are more likely to know Fosters over McVitie’s.

Despite eating biscuits (but not drinking beer) children are familiar with brands such as Fosters [Rex]
Despite eating biscuits (but not drinking beer) children are familiar with brands such as Fosters [Rex]

It’s not because their parents own pubs or are massive boozers, it’s because of the sheer volume of advertisements for beer brands – which campaigners say should be cracked down on.

The study, conducted by charity Alcohol Concern, shows just how much of an impact advertising is having on young children. Some 93 per cent of children aged 10 and 11 recognised Foster’s as an alcohol drinks brand. And they knew who Aussie lads ‘Brad and Dan’ from the company’s TV advert were, too.

Over 90 per cent of children know what Fosters is [Rex]
Over 90 per cent of children know what Fosters is [Rex]



Some 87 per cent of the children polled knew McCoy’s was a food product, 86 per cent correctly said McVitie’s were biscuits and 84 per cent recognised Ben & Jerry’s to be an ice cream brand.

Around half of the children recognised Carlsberg beer because it’s England’s football team’s sponsor.

Although UK drinks industry trade body The Portman Group has argued against the research as “misleading”, stats have caused some campaigners to worry that children are too exposed to alcohol because of marketing strategies.

They’re demanding for adverts for alcohol brands to be phased out and only be shown after the 9pm watershed and on 18-certificate films.

Despite this adorable advert, less children recognise McVitie's than Fosters [Tumblr]
Despite this adorable advert, less children recognise McVitie's than Fosters [Tumblr]



“This research shows just how many of our children are being exposed to alcohol marketing, with an even bigger impact being made on those children with an interest in sport,” says Tom Smith, head of policy at Alcohol Concern.

Smith says that children get “bombarded with pro-drinking messages” wherever they go and argues that the existing codes aren’t protecting them.

“We know the public share our concerns, which is why we need urgent action from the government to make sure tighter regulations on alcohol advertising are implemented,” he says.

But The Portman Group has slammed the study’s findings.


“This is yet another weak and misleading piece of research from Alcohol Concern, who choose to ignore the official government statistics that show underage drinking has been declining at an significant rate for the last decade,” says a spokesperson.

"Alcohol sponsorship is already strictly controlled in the UK and drinks companies are required to actively promote responsible drinking as part of their sponsorship agreements."

What do you think - should there be less adverts for alcohol before the watershed? Let us know in the comments.

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