examined POS alcohol promotions, all of which were exploratory in nature. Smith et al. (2005) conducted an observational study to quantify the proportion of fridges that were used for RTD products (over 40% of all glass-door refrigerators across the sample). Two studies, (Jones and Lynch 2007a, b) recorded alcohol POS promotions in bottle shops and licensed venues in the Wollongong (Illawarra, NSW) CBD. In relation to bottle shop promotions (the focus of the present research), the authors identified 17 different promotions across the 7 stores (Jones and Lynch 2007b) and concluded that, given previous research demonstrating the relationship between increased alcohol consumption and both ownership of alcohol-related merchandise and reduced per unit price, it appears that POS promotions may have the potential to further increase alcohol consumption among young people.
This is of particular concern because of the circumstances in which young people buy and consume alcohol, and the lack of regulation around POS promotions in outlets such as bottle shops. Most Australian states currently have guidelines or codes of practice in relation to the promotion of alcohol for on-premise consumption (e.g. pubs and clubs). In New South Wales (the state in which the current research was conducted), the Liquor Industry Code of Practice for Responsible Promotion of Liquor Products provides ‘a framework of practices which are considered acceptable and reasonable’ for licensed and registered premises (Department of Gaming and Racing 2002).
However, it is important to note that the regulations and codes of practice relate to on-premise rather than to the off-premise establishments which are the focus of this research. There is currently no similar code of practice or specific regulations relating to POS promotions in off-premise establishments (e.g. bottle shops). The Australian Alcohol Beverages Advertising Code (ABAC) covers retailer advertise- ments (i.e. those that contain information about the products offered for sale and their prices, etc) and states that these ‘must comply with the spirit and intent of the Code but are not subject to any process of prior clearance’. However, the Code is silent on the issue of in-store advertising and promotions.
There is clear evidence then, from several decades of research, that alcohol price promotions are associated with increased alcohol consumption, particularly among young people. However, the vast majority of the research that has been conducted has been in the context of establishments that sell alcohol for on-premise consumption. What has been largely neglected in both research and policy is the nature, extent and effects of POS alcohol promotions in bottle shops and liquor stores. The development of policies and regulations in this area needs to be guided by evidence on the effects of different types of POS promotions on alcohol-related attitudes, beliefs and behaviours among young people. There is currently a limited amount of research on the nature of these promotions, and no Australian research on their extent or effects. In this study, we conducted focus groups with young people to examine their recall of, and responses to, alcohol POS promotions, with the aim of understanding the connection between POS promotions and alcohol purchasing behaviour.
Method
After obtaining approval from the University’s Human Research Ethics Committee, we conducted a series of 12 focus groups with young people regarding their recall ofand responses to, alcohol POS promotions. Adolescents (16