Attitudes to Restrictions on the Promotion and Parental Supply of Zero Alcohol Products

INTRODUCTION: Concerns have emerged regarding the potential of zero alcohol products (ZAP) to increase youth exposure to alcohol branding and normalise consumption of alcohol-flavoured/branded beverages. To inform future policies, this study aimed to explore attitudes to restrictions on ZAPs advertising in public spaces and parental provision of ZAPs to teenagers. METHODS: The study sample comprised 3310 Australian adults who completed an online panel survey. Respondents reported level of agreement with statements about: (i) banning ZAPs advertising on public transport; (ii) banning ZAPs advertising on billboards near schools; (iii) removing ZAPs advertising from professional sport; and (iv) the acceptability of parents providing ZAPs to teenagers. Responses were analysed descriptively and via linear regression to identify demographic correlates of agreement. RESULTS: Support for advertising restrictions was modest, with 47% of respondents agreeing with banning ZAPs advertising near schools, 33% with removing ZAPs advertising from professional sport and 31% with banning ZAPs advertising on public transport. Nearly half (45%) disagreed with parental provision of ZAPs to teenagers. Overall, older age and lower socioeconomic status were associated with small increases in support for advertising restrictions and opposition to parental supply. DISCUSSION AND CONCLUSIONS: Support for ZAPs-related restrictions is lower than for comparable alcohol advertising policies, potentially reflecting limited awareness of ZAPs' role in promoting alcohol brands. These findings underscore the need for public education on ZAPs-related risks and suggest that specific messaging may be necessary to build support for regulatory interventions aimed at protecting youth.