An Australian study featured an audit of six popular
alcohol brand websites. The study found content, such
as sport and music content, video games, downloads,
irreverent humour, jokes and wind-ups and merchandising.
Some content including pin-up girls, swimsuit
models, references to pornography, and strong associations
with youth culture and language would break
regulatory codes covering traditional advertising. The
authors concluded that ‘the internet provides an opportunity
for alcohol marketing targeted at underage consumers’
[2, p. 83].The failure of regulatory controls to
adequately govern Internet and Web activity was also
highlighted