Transcript Local alcohol policy in the Netherlands A quick overview

How to evaluate the effectiveness of alcohol
advertising regulations?
Wim van Dalen & Avalon de Bruijn; 2011
FASE – Focus on Alcohol Safe Environments
Alcohol and the
workplace
Safe drinking
environments
Alcohol marketing
regulations
To reduces the harm
done by alcohol to
the economy
To create safer
drinking
environments
To reduce the
harmful influences
of alcohol marketing
on youngsters
German Centre for
Addiction Issues
(DHS)
LJMU (Liverpool
John Moores
University)
Dutch institute for
alcohol policy (STAP)
Project process (1) literature study
Results of literature
searches in search
engines
n=7,634
Results of literature
searches on relevant
websites
Search in reference lists
of articles
n=28
n=38
Excluded/duplicates
after checking title and
abstract
Close reading
n=7,412
n=288
Not available
N=19
Relevant for inclusion in
text
n=110
Publication in
peer reviewed
journal
Publication by
scholar not in
peer reviewed
journal
n=55
Publication by
government
organization
n=14
n=23
Publication by
non-economic
NGO n=9
Publication by
economic
operator n=9
Project process (1) literature study
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Aim: To provide a tool to examine the alcohol marketing regulation’s
potential effectiveness. The expected influence on drinking behaviour of
children and adolescents is crucial here.
Inventory on alcohol marketing regulations in 23 EU countries following the
framework
Selection of case studies as examples for effective alcohol marketing
regulations in Denmark, Italy, Poland, UK, the Netherlands and Norway
FASE project delivered Evidence based criteria
to evaluate alcohol marketing regulations:
The code of the regulation
Code (general)
Size volume restrictions
Size content restrictions
Participation
youth
in
regulations
Evidence-based criteria
Distinguished in volume and content restrictions (see below)
Contribute substantially to the total volume of alcohol advertising
No significant substitution effects
Address all elements
content Limit advertisements that are appealing to youngsters
Evaluated according to young peoples’ perception
Supporting regulatory system
Regulation embedded in regulatory context no conflicting regulations on the supra-national or national level
Availability legal back stop
Commitment stakeholders
Commitment of all stakeholders (Policymakers + civil society +
industry related stakeholders)
Transparency
Available provisions of information to the public at every stage of the
regulation process
Pre-screening system
Obligatory Pre-screening system for all marketing types
Complaint system
Effective complaint system (Easy access + support from the public)
Composition advertising committee
Independent jury
Sanctions
Substantial sanctions (act as deterrent)
Monitoring
Monitoring Independent from commercial interests
Monitoring Routinely & Systematically
Include also “unmeasured” types
Availability Marketing data to third parties
Coverage
Code covers entire range of alcohol marketing practices
Flexibility
Code should be updated regularly
How does this relate to alcohol marketing policies in
Europe?
law
country:
regulation number:
Kind of regulation: self regulation
Volume restrictions
Coverage - traditional media
Coverage - new media (sponsoring, promotional items, csr,
direct marketing, internet)
Is there a ban? Time, place, beverage, media
Content restrictions
Coverage - traditional media
Coverage - new media (sponsoring, promotional items, csr,
direct marketing, internet)
Protection youth - limit appealing ads
Supporting regulatory system
Conflicting regulations on the European or national level?
Commitment all relevant stakeholders
Public availability of complaining proces and outcomes
Pre-screening mandatory and binding
complaint system - can everyone file complaint?
complaint system - Independent jury?
complaint system - substantial sanctions
Monitoring indepently and systematically
Flexibility - regular update of code
Au
BE
BU
CZ
DK
ES
FI
FR
GE
IC
IR
IT
LA
LI
NL NO PL PO RO
SL
SP
SP
Content restrictions in Europe:
Volume restrictions in Europe:
• We know which elements are essential to include in
alcohol advertising regulations, but to which extent do
we evaluate existing alcohol marketing regulations within
this framework?
Conclusions:
• It is feasible to evaluate existing regulations with
evidence-based criteria;
• There is a broad variety in strength of content/volume
restrictions and strength of existing regulations in
Europe;
• SR has more content restrictions; Legislation has more
volume restrictions;
Some results of the AMMIE project
Volume exposure of young people to alcohol advertising on
TV
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Bulgaria, Denmark, Germany, Italy, the Netherlands
3 channels most watched by young people (13-17 years old)
May and October 2010
Delivered by Nielsen Media
Current regulations
• Time restrictions
– Italy (restrictions from 16.00-19.00h)
– Netherlands (completely banned from 06.00-21.00h)
• Product restrictions
– Bulgaria (spirits on TV restricted)
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–
–
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30% threshold – max. 30% of the audience can exist of minors
SR in Netherlands (25%)
Since November 2010 Bulgaria (30%)
since 15 October 2010 Denmark (30%)
Monitored by EFRD in Europe
Exposure to alcohol marketing (1)
Number of exposures* per age group (three channels, two
months)
# exposures to all
(aged 4+)
# exposures to youth
(aged 13-17**)
Bulgaria
553.534.976
19.054.488
Denmark
157.195.578
9.018.417
Germany
6.992.430.000
414.470.000
Italy
2.845.272.716
120.238.120
623.889.177
37.490.765
Netherlands
Source: Nielsen media
*Number of time á person from this age group saw án
advertisement
Exposure to alcohol marketing (2)
Average number of alcohol commercials seen per person
(3 channels, 2 months)
# of ads seen by all
(aged 4+)
# of as seen by aged
13-17
Bulgaria
76,4
46,8
Denmark
29,4
21,9
Germany
97,5
95,7*
Italy
49,6
41,9
Netherlands
41,2
31,6
Source: nielsen media research
Average numbers: number of exposures / number of persons in age
group
*Young people aged 13-17 in Germany see at least 1,5 commercials a
day (3 channels, two months)
30% threshold, protecting youngsters?
• Adopted from US were 30% of population is <21 years old
• In EU-27 17,9% is below 18 years old (Eurostat, 2010)
• Exposure of 30% -> overexposing minors!
More protective proportional standard
-> taking into account at risk group (1)
• At risk group: 13-17
▫ At risk for starting to drink
▫ More aware of alcohol advertising than < 13 year olds
▫ More exposure to alcohol advertising
 Exposed to 2/3 of all advertising seen by minors
◦ (Jernigan & Ross, 2010)
-> truly protective proportional standard would be 5,5% (EU-27)
• 5,5% of EU-27 population is aged 13-17 (Eurostat, 2010)
• Should be adjusted to country population
• Supported by: health organisations, scientists and state attorneys
(US): CAMY (2005), Jernigan & Ross (2010), National Research
Council (2004), Institute of medicine (2004), Federal Trade
Committee (2006).
Recommendations
1. Proportional standard
– prevents overexposure
– Should consider at risk population (13-17 year olds)
– EU-27 -> 5,5% of audience
2. Time ban
– Prevents exposure of large numbers of young people
– Easy to monitor
– At least 06.00 - 23.00h recommended
Thank you for your attention!