Abstract
The broadcasting act restricts the advertising of alcohol and prohibits the advertising of cigarette products. However, an analysis of the television broadcast of the 1989 Adelaide Grand Prix reveals extensive amounts of so-called ‘incidental exposure’ of promotional material for these products. This may have an effect which differs little from that of direct advertising. The Marlboro name or logo appeared on screen for up to 35.7% of the sampled time, but this dropped to 7.6% after the company's sponsored cars withdrew. The Fosters name or logo appeared for an average of 20.4% of broadcast time. More research and legal test cases are needed to determine the effect of such high exposure rates, particularly on young people, and the limits of the existing broadcast act.
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