Doctors call for ban on alcohol sponsorship of cricket.

ABC exclusive by medical reporter Sophie Scott and national reporting team’s Rebecca Armitage

A group of leading Australian doctors is calling for alcohol sponsorship of cricket to be banned, saying it is harming children.

Dr Sarah Dalton from the Royal Australasian College of Physicians (RACP) said it was unacceptable that young children were bombarded with alcohol promotion while watching sport.

“We’re overdue for a national conversation to discuss how big brewers are using sport as a channel to market their product, leaving our children as the collateral damage,” Dr Dalton said.

“It is happening in too many Australian sports and it needs to stop.”

Research by the RACP found New South Wales was one of the “worst-offending states” with five alcohol sponsorships spread across Cricket NSW, the Sydney Sixers and the Sydney Thunder.

Doctors are concerned giving naming rights such as “the VB one day international” increases awareness and normalises the use of alcohol.

“During one of the VB ODI games, I urge you to keep a tally of how many times you spot an alcohol ad or logo, either at the ground, on a player’s shirt, or in an advertisement on TV,” Dr Dalton said.

“I’m sure the number would surprise and shock you.

“We know this type of marketing leads children and adolescents to start drinking earlier and makes young drinkers prone to binge drinking patterns.”

Doctors have called on the broadcasting regulator, the Australian Communications and Media Authority (ACMA), to plug a loophole and to stop alcohol sponsorship of sporting events.

“Sports are the only programs allowed to broadcast alcohol advertisements before 8:30pm, on weekends and public holidays, at times when children are most likely to be watching television,” Dr Dalton said.

Which cricket bodies accept funding from alcohol companies?

Source: RACP

This post originally appeared on ABC News.