The Australian medical body is urging governments to impose tougher drinking restrictions on younger generations.
The Australian Medical Association released in a statement today that young people are consuming more than ever before, at a younger age, and in a way that puts their health at risk.
AMA President, Dr Steve Hambleton said there are a number of reasons why drinking has increased in younger generations including warmer weather and loopholes in advertising.
“Alcohol companies have a very high profile in major cricket and tennis events over summer,” Mr Hambleton said.
“They also have a conspicuous presence at the various youth and music festivals that feature throughout the summer.
“These companies cleverly maximise the growing marketing potential of new media, as young people have more free time to roam the web and stay connected using social media.”
Dr Hambleton said the the underlying reality is marketing can encourage excessive and dangerous drinking among the underaged.
