Guarding the guardians: influencing the regulation of alcohol promotions in Australia.

Alcoholic beverage advertising in Australia is allowed provided it conforms with a Code of Conduct approved by the Media Council of Australia (a collective of media proprietors). This system, known as self-regulation, has come under increasing critical scrutiny. It is argued from a systemic perspective that research has been one factor that has led to this increased scrutiny of alcoholic beverage advertising. Important other factors include the advent of the Australian National Campaign against Drug Abuse (which crucially included alcohol on its agenda), some erosion of the alcoholic beverage producers political status, declining per capita consumption, and an increase in media reporting on alcohol and drug issues. By examination of five research reports recently released on alcohol advertising it is argued that, in order to influence policy makers in an area where there is substantial opposition to change, research must be deftly marketed, contain information of political relevance, such as opinion poll material, and be used as a lobbying tool. The role of researchers in this process is considered.