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Case: Finnish Story on Marketing
Sari Aalto-Matturi
EHYT Finnish Association for Substance Abuse
Prevention
EHYT
The EHYT was founded in the beginning of 2012 by a merger of three earlier NGOs
(Finnish Association for Healthy Lifestyles, Finnish Health Association NGO and the
EOPH). The EHYT consists of 98 local and national voluntary organizations that share
common goals in substance abuse prevention.
• a voluntary organisation: our work is based on the values and activities of our 98
member organisations and their volunteers all over Finland
• an expert organisation: we employ 60 experts of different branches of substance
abuse prevention
• a coordinating organisation: as the biggest Finnish NGO of its kind, the EHYT
coordinates activities of preventive NGOs on the national level
• funded mostly by the Finland's Slot Machine Association
Alcohol marketing in Finland
Advertising strong liquors (ovet 22 %) is illegal in Finland
Milder alcohol products can be promoted with certain restrictions (since 1995)
Prohibited forms of marketing:
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targeting minors
combining alcohol use with use of vehicles
emphasizing alcohol use or alcoholic contents as a positive feature
portraying alcohol as increasing performance
portraying alcohol as a means to social or sexual success
portraying alcohol as having medical or therapeutic properties
portraying alcohol as revitalizing, calming, or a means to resolve conflict
going against good advertising practice
Previous attempts lead to nowhere
• In 2010 106 out of 200 members of Parliament signed the bill for banning
aspirational advertising of alcohol. Numerous NGO’s backed it up.
• Bill dried up in the hands of Minister of Health and Social Services before the
elections in 2011
• Majority of the new Parliament - and the new minister - support restrictions. The
leading government party, National Coalition Party, opposes
Surveys
• A great majority of Finns (76 %) say that alcohol should not be advertised with
positive imagery but it is ok that an alcohol advertisement includes pricing and
product information
• 60 % would ban the advertising entirely in order to protect children and
teenagers and only 36 % trust the self-regulation policies of the alcohol industry.
• Only one in six teenagers (age 13-17) think that alcohol advertisements do not
appeal to young people.
Public debate
In public debate those opposed to regulation via legislation have been active
Their strategy has been to muddle up conversation by denying the research results
that confirm the effects of advertising on children and teenagers:
”The results are controversial” or ”The international results don’t apply in Finland”.
TOTAL BLOCKER campaign
The main goal was to influence the preparation of the government program for 2011 –
2015, and after that to further the implementation of the measures outlined in the
program.
Coordinated by Association for Healthy Lifestyles – from 2012 EHYT Finnish association for
Substance Abuse Prevention
Other partners:
- Finnish Parents' Association
- The Consumers' Association of Finland
- Finland’s ASH - Action on Smoking and Health
- Finnish Youth Cooperation – Allianssi
- Cancer Society of Finland
Campaign is funded by Finnish Slot Machine Association
TOTAL BLOCKER
Total Blocker campaign reminds us that despite the law, advertisements for alcohol
reach teenagers in many ways: outdoors, at home and in the context of sponsorships
and sales promotion.
Total Blocker is an imaginary product meant to illustrate that the problems of alcohol
marketing cannot, in reality, be resolved by putting buckets over children’s heads.
There needs to be legislation to target the issue.
For the campaign, we have produced printed and web material on alcohol
marketing, organized events and sent material (including the Total Blocker buckets)
to political parties, Members of Parliament and the media. The Total Blocker video
has been widely shared in social media.
Current preparations
Government program 2011-2015:
- Advertising will be limited by banning ways of advertising that target children and
teenagers, and such ways that create an image of alcohol as increasing social and
sexual success
- Currently allowed times for advertising on television (after 9 pm) and radio will be
reviewed.
Over the spring, Ministry of Social and Health has been preparing a bill that would
limit the advertising
- Only advertising that describes product information would be allowed
- No marketing in public places, no moving picture, no music, no people
- Time slot in television from current 21.00 to 23.00-07.
• The alcohol industry resists fiercly and assures questionable practises can be
prevented by self-regulation
• During the comment round for the bill, JC Decaux Finland (company selling
ourdoor advertisig space) and Bob Helsinki (advertising agency) have mounted a
highly visible campaign against the bill.
• Organisations for substance abuse prevention have responsed with their own
campaign.
Would you drink less alcohol, if this ad
was banned?
Many decision maker thinks you
would. Have your say
facebook.com/would you drink less
Would we drink less alcohol, if the
aspirational advertising of alcohol
were banned?
Yes, according to scientific research,
we would.
Check out the reseach:
facebook.com/iwoulddrinkless
An Open Letter to those Supporting the Proposed Limitations to
Alcohol Marketing By JCDecaux Finland
The bill considering the aspirational advertising of alcohol has
generated a lot of discussion, which we joined by publishing the
“Would You Drink Less?” campaign.
Why? Because the facts do not support the proposed bill, the
only thing supporting it is ignorance.
Advertising is a form of competing commercially. With it, one
brand tries to get ahead of another. If advertisement is banned,
the only choice left is adjusting the price.
And lowering prices always leads to increased overall
consumption of alcohol, while the amount of advertising has no
effect on the overall consumption.
The patterns of consuming alcohol are learned at home and
from friends. That is why good results have been gained from
campaigns that aim to influence attitudes: for example, the
‘Kännissä olet ääliö’ (‘Drinking makes you act stupid’) campaign
by the Federation of the Brewing and Soft Drinks Industry), which
aimed to influence the teenagers’ excessive drinking.
May we show you what advertising really has to do with the
consumption of alcohol?
Because there are few resources for education on a large scale,
marketing agency BOB Helsinki and JCDecaux Finland Oy hereby
offer free help in devising and free marketing space for a
campaign, which will be produced in cooperation with Ehyt Ry
and/or the National Institute for Health and Welfare.
Leguana Long Drink by Olvi
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Launched at the same time with
the comment round in May
Associates to ”Legualize it! –slogan
used to promote legalization of
cannabis
Campaign had been approved by
the self-regulation organ of the
Finnish Alcohol Industry
Olvi denied all connections to
cannabis (”We dont use illegal
drugs”)
Slogan was quickly replaced by
”Leguana!” in TV but remained in
outdoor commercials
“…the ad content seems to violate a recently published international code, called the “Guiding Principles for
Responsible Beverage Marketing,” issued by the International Center for Alcohol Policies. Guiding Principle 1
states that alcohol beverage marketing communications should “avoid any association with, or reference to, drugs
or the drug culture.” (see www.icap.org) The company’s attempt to deny an intended association with the drug
culture needs to be evaluated not in terms of their intent but in terms of the way the advertising content is
perceived by young adults. It is highly likely that young adults, particularly those who use cannabis, will perceive
this ad as being associated with drug use.”
Thomas F. Babor, Ph.D., MPH, Professor and Chairman
Dept of Community Medicine & Health Care/University of Connecticut School of Medicine
EHYT – Finnish Association for
Substance Abuse Prevention
- aims to promote
-
healthy lifestyles, safety and temperance
discussion on alcohol and drug policies
EHYT
The EHYT was founded in the beginning of 2012 by a merger of three earlier NGOs
(Finnish Association for Healthy Lifestyles, Finnish Health Association NGO and the
EOPH). The EHYT consists of 98 local and national voluntary organizations that share
common goals in substance abuse prevention.
• a voluntary organisation: our work is based on the values and activities of our 98
member organisations and their volunteers all over Finland
• an expert organisation: we employ 60 experts of different branches of substance
abuse prevention
• a coordinating organisation: as the biggest Finnish NGO of its kind, the EHYT
coordinates activities of preventive NGOs on the national level
• funded mostly by the Finland's Slot Machine Association
What Is the EHYT?
• a voluntary organisation: our work is based on the values and activities of our 98
member organisations and their volunteers all over Finland
• an expert organisation: we employ 60 experts of different branches of substance
abuse prevention
• a coordinating organisation: as the biggest Finnish NGO of its kind, the EHYT
coordinates activities of preventive NGOs on the national level
• funded mostly by the Finland's Slot Machine Association
The Targets of the EHYT
• target groups: children and young people, young adults and students, adults (incl.
traffic safety and preventing substance abuse in working life), retired people
• target substances: alcohol, tobacco, drugs, addictive gaming and gambling