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GP Week : Issue 221
A report has revealed Formula One fans were "exposed to an alcohol brand on average every five seconds for almost two hours" during last year's Monaco Grand Prix. Published by Eurocare, the 18-page report (Alcohol advertising and sponsorship in Formula One: a dangerous cocktail) analysed the 284 minutes of coverage broadcast of last years Monaco race by Sky Sports, finding that the audience was on average exposed to 11 references to alcohol brands per minute. "What is further revealed in the findings is that there is a lack of recognition or understanding within the F1 community," the report found. "The massive exposure of alcohol brands is evident, both during the race and on the teams’ web- and Facebook pages." The report also stated that the advertising practices employed in F1 go against voluntary codes of conduct set up by the liquor industry. "When previously addressing these concerns to FIA, Eurocare has been met with little understanding and FIA claims no involvement in the sponsorship deals in," the report added. Mariann Skar, Secretary General of the European Alcohol Policy Alliance (Eurocare) wrote to FIA president Jean Todt last November stating is distress over the level of alcohol advertising in Fomrmula One. "Allowing alcohol sponsorship in Formula One seems to contradict many official guidelines for the marketing of alcohol," Skar wrote. "It runs against the EU Directive (2010/13/ EU) which states that marketing for the consumption of alcohol should not be linked to driving. Moreover, the current association between alcohol and driving does not seem to fall in the category of 'the widespread promotion of responsible drinking messages', part of the mission supported by the alcohol industry itself. "The European Alcohol Policy Alliance is requesting an end to alcohol sponsorship in Formula One and expects rapid action from your side." Williams, Force India and McLaren all feature prominent alcohol advertising. formula one's drinking problem 15 GPWEEK.com // 15 GPWEEK.com // PARTNERS: F1 >>> news