Stars don't affect drink habits
AUSTRALIAN research has revealed sports stars have little influence on drinking culture.
A health sciences expert at the University of Western Sydney, Professor Gregory Kolt, said sports stars were often seen as negative role models when it came to alcohol, but this was not necessarily true.
“Contrary to expectations, the research shows that young people don’t appear to be influenced by the drinking habits of high-profile sportspeople,” said Professor Kolt.
The study found university-age students did not believe sports stars were heavy drinkers. They believed sports stars drank less than themselves and that their own friends drank considerably more.
Psychology expert from the United Kingdom, Dr Kerry O’Brien, said sports administrators were quick to blame sports stars for acting as poor role models, however, marketing tools such as sponsorship could be more dangerous.
“It is time that sport administrators consider their own social responsibilities of using sports stars to market alcohol on behalf of the alcohol industry.”
The study included 1000 Australian school students.