Transcript PUBLIC AFFAIRS UPDATE - National Alcohol Beverage Control

SPANNING THE GLOBE:
A LOOK AT ALCOHOL MARKETING &
REGULATION
Rick Connor & Tom Lalla, Pernod Ricard
NABCA Symposium
Tuesday 9 March 2010
Crystal City, Virginia
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• REGULATION OF ALCOHOL MARKETING IS A
RELATIVELY NEW DEVELOPMENT
• US EXPERIENCE
• EUROPE: 1970s – 1990s
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KEY EUROPEAN DEVELOPMENTS
1980s
STIVA
THE PORTMAN GROUP
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1990
LOI EVIN
1991
FORMATION OF THE AMSTERDAM GROUP
1990s
FORMATION OF SAOs AND CODES OF CONDUCT
EUROPEAN GOVERNMENTS ADOPTED A MORE CIRCUMSPECT
APPROACH TO ALCOHOL ADVERTISING
• PUBLIC CONCERN ON UNDERAGE DRINKING AND BINGE DRINKING
• PUBLIC HEALTH GROUPS AND NGOs BEGIN PRESSING FOR A
EUROPEAN ALCOHOL ACTION PLAN
• DEMOGRAPHIC SHIFTS IN CONSUMPTION PATTERNS
• PERCEPTION OF LINK BETWEEN ADVERTISING AND CONSUMPTION
• RISE IN POPULARITY OF “ALCOPOPS” AND R-T-Ds
• EXPANSION OF THE EUROPEAN UNION
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•
SWEDEN AND FINLAND
•
POLAND, HUNGARY ETC.
• EUROPEAN COMMISSION EVENTUALLY ASSERTS ITS INTEREST IN
ALCOHOL MARKETING
• STAKEHOLDERS (INDUSTRY, PUBLIC HEALTH COMMUNITY, NGOS,
POLICE, MEMBER STATE GOVERNMENTS) HOLD REGULAR
MEETINGS ON ALCOHOL ADVERTISING
• COMMISSION LAUNCHES THE EUROPEAN ALCOHOL AND HEALTH
FORUM IN 2007
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INDUSTRY CONSOLIDATION
• FEWER BUT LARGER COMPANIES CONTROLLING THE MAJORITY OF
THE ADVERTISING IN EUROPE
• INDUSTRY LEADERS ARE EXPECTED TO LEAD BY EXAMPLE
• ASPIRATION THAT SMALLER COMPANIES AT THE REGIONAL AND
LOCAL LEVELS WILL FOLLOW THE EXAMPLE OF THE MARKET
LEADERS
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• REALISATION BY INTERNATIONAL COMPANIES THAT RESPONSIBLE
MARKETING IN EUROPE IS UNDERMINED BY IRRESPONSIBLE
PROMOTIONS AND ADVERTISING IN EMERGING MARKETS
• EFFORTS HAVE BEEN UNDERWAY TO ESTABLISH CODES OF
CONDUCT IN NEW MARKETS WHERE ALCOHOL MARKETING IS NOT
YET AN ISSUE
• THE CHALLENGE IS: TO CHANGE MINDSETS
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• IN 2000, THE WORLD HEALTH ORGANISATION HAD COMPLETED ITS
WORK ON THE TOBACCO FRAMEWORK DIRECTIVE AND ATTENTION
BEGAN TO BE DEVOTED TO THE RELATIONSHIP TO ALCOHOL AND
HEALTH
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SO WHERE ARE WE NOW?
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WHAT ARE COMMERCIAL COMMUNICATIONS?
• PRINT ADVERTISING
• BROADCAST ADVERTISING – TELEVISION & RADIO
• CINEMA
• OUT OF HOME (BILLBOARDS)
• POINT OF SALE MATERIALS
• POINT OF SALE PROMOTIONS
• BRANDED PROMOTIONAL ITEMS
• SPONSORSHIP ACTIVITIES
• BRAND WEBSITES
• INTERNET ADVERTISING
• DIGITAL MARKETING
• SOCIAL NETWORK SITES
EVERY COMMUNICATION THAT PROMOTES OUR BRANDS TO THE PUBLIC AND
TO THE CONSUMER
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HOW DO GOVERNMENTS SEEK TO
REGULATE THESE COMMUNICATIONS?
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AROUND THE WORLD, THERE ARE A VARIETY OF REGULATORY
MODELS
• NO RESTRICTIONS
• COMPLETE OR PARTIAL BANS ON ALCOHOL ADVERTISING
• ALCOHOL MARKETING PERMITTED WITH RESTRICTIONS
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GOVERNMENT MANDATED CONTROLS (LEGISLATION)
•
STATUTORY REQUIREMENT THAT INDUSTRY POLICE ITSELF
•
VOLUNTARY SELF-REGULATION BY PRODUCERS AND
RETAILERS
• INDIVIDUAL COMPANY CODES OF CONDUCT
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NO RESTRICTIONS:
ALBANIA
ANDORRA
ARMENIA
AZERBAIJAN
BELARUS
BELIZE
BENIN
BHUTAN
BOLIVIA
BOSNIA
CAMBODIA
CAMEROON
CHAD
CUBA
CONGO
EAST TIMOR
ECUADOR
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EQUATORIAL GUINEA
FEDERATED STATES OF MICRONESIA
GUINEA
GUINEA BISSAU
GUYANA
HONDURAS
KIRIBATI
KYRGYZSTAN
LEBANON
MALAWI
MOLDOVA
MOROCCO
NEPAL
NORTHERN MARIANA ISLANDS
PALOA
PANAMA
PARAGUAY
RWANDA
SURINAME
TANZANIA
TOGO
TONGA
UGANDA
UZBEKISTAN
VIETNAM
ZAMBIA
ZIMBABWE
MARKETING BANS (COMPLETE OR PARTIAL):
ALGERIA
BAHRAIN
BANGLADESH
BOTSWANA
BRUNEI
BULGARIA
CENTRAL AFRICAN REPUBLIC
COMOROS
CROATIA
EGYPT
ERITREA
ETHIOPIA
FINLAND
FRENCH POLYNESIA
GAMBIA
GEORGIA
GUATEMALA
ICELAND
INDIA
INDONESIA
IRAN
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JORDAN
KAZAKHSTAN
KUWAIT
LATVIA
LIBYA
LEICHTENSTEIN
MACEDONIA
MADAGASCAR
MALDIVES
MONGOLIA
MYANMAR
NICARAGUA
NORTH KOREA
NORWAY
PAKISTAN
PAPUA NEW GUINEA
POLAND
QATAR
ROMANIA
RUSSIA
SAUDI ARABIA
SENEGAL
SEYCHELLES
SLOVENIA
SRI LANKA
SUDAN
SWEDEN
TAJIKSTAN
TUNISIA
TURKEY
VENEZUELA
INTERESTING DIFFERENCES
• MUSLIM STATES
• NORDIC STATES
• POLAND
• RUSSIA
• INDIA
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• MOST COUNTRIES PERMIT ALCOHOL MARKETING
• MODELS CAN VARY TREMENDOUSLY
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INDUSTRY CRITICS SEEK TO FRAME THE DEBATE AS
AN EITHER/OR DISCUSSION
• EITHER GOVERNMENT LEGISLATION
• OR SELF-REGULATION
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REALITY IS:
• IN MOST COUNTRIES, SELF-REGULATION IS BUILT ON A
LEGISLATIVE FRAMEWORK
• GOVERNMENTS DETERMINE THE APPROPRIATE BALANCE
OF RESTRICTIONS AND SELF-REGULATION
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INDUSTRY CODES OF CONDUCT
A. GENERAL PROVISIONS
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•
LEGAL, HONEST TRUTHFUL
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IMPLEMENTED WITH A SENSE OF SOCIAL
RESPONSIBILITY
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ETHICAL AND RESPECTFUL OF HUMAN DIGNITY
B. CORE PROVISIONS
1. MISUSE
2. MINORS
3. DRINKING AND DRIVING
4. HAZARDOUS ACTIVITIES
5. WORK PLACE
6. HEALTH ASPECTS
7. PREGNANCY
8. ALCOHOL CONTENT
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9. PERFORMANCE
10. SOCIAL SUCCESS
11. SEXUAL SUCCESS
12. SAMPLING
13. ON-PREMISE PROMOTIONS/POINT OF SALE
PROMOTIONS
14. SPONSORSHIPS
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NEW AREAS:
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•
INTERNET MARKETING
•
DIGITAL MARKETING
DIGITAL MARKETING
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•
APPLICATIONS
•
BLOGS
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BLUE TOOTH
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INSTANT MESSAGING
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TWITTER
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ADVERTISING ON MOBILE DEVICES
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GAMING
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PHOTO SHARING (FLICKR)
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PODCASTS
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•
QR CODES
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POS/EVENT-BASED DIGITAL EXPERIENCES
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RSS FEEDS
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SEARCH ENGINE MARKETING
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SOCIAL NETWORKING SITES
•
VIRTUAL WORLDS
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•
GOVERNMENT REGULATIONS AND MOST SELFREGULATORY FRAMEWORKS HAVE YET TO WRITE THE
RULES ON DIGITAL
•
DRINKS INDUSTRY HAS ALREADY SET UP ITS OWN
SELF-REGULATORY CODE ON DIGITAL
•
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DISCUSSIONS ALREADY UNDERWAY ON SECOND
GENERATION OF DIGITAL GUIDELINES
WORLD HEALTH ORGANISATION
MAY 2008 -
WORLD HEALTH ASSEMBLY MANDATED AN
ALCOHOL STRATEGY
JAN 2010
WHO EXECUTIVE BOARD APPROVES A
DRAFT STRATEGY
-
MAY 2010 -
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WORLD HEALTH ASSEMBLY TO CONSIDER
THIS DRAFT STRATEGY
WHA DRAFT STRATEGY – MARKETING OF ALCOHOLIC BEVERAGES:
31. FOR THIS AREA POLICY OPTIONS AND INTERVENTIONS INCLUDE:
A.
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SETTING UP REGULATORY OR CO-REGULATORY FRAMEWORKS,
PREFERABLY WITH A LEGISLATIVE BASIS, AND SUPPORTED WHEN
APPROPRIATE BY SELF-REGULATORY MEASURES, FOR ALCOHOL
MARKETING BY:
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REGULATING THE CONTENT AND THE VOLUME OF MARKETING
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REGULATING DIRECT OR INDIRECT MARKETING IN CERTAIN OR
ALL MEDIA
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REGULATING SPONSORSHIP ACTIVITIES THAT PROMOTE
ALCOHOLIC BEVERAGES
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RESTRICTING OR BANNING PROMOTIONS IN CONNECTION WITH
ACTIVITIES TARGETING YOUNG PEOPLE
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REGULATING NEW FORMS OF ALCOHOL MARKETING
TECHNIQUES, FOR INSTANCE SOCIAL MEDIA
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B.
DEVELOPMENT BY PUBLIC AGENCIES OR INDEPENDENT
BODIES OF EFFECTIVE SYSTEMS OF SURVEILLANCE OF
MARKETING OF ALCOHOL PRODUCTS
C.
SETTING UP EFFECTIVE ADMINISTRATIVE AND DETERRENCE
SYSTEMS FOR INFRINGEMENTS ON MARKETING
RESTRICTIONS
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THIS DRAFT HAS MUCH SUPPORT WITHIN MEMBER STATE
GOVERNMENTS
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HOWEVER, SEVERAL STATES ARE ARGUING FOR A MUCH
MORE RESTRICTIVE STRATEGY ON ALCOHOL
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SO FAR, THAILAND IS LEADING THIS ARGUMENT
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THAILAND IS EXPECTED TO ARGUE STRONGLY FOR A
FRAMEWORK DIRECTIVE ON ALCOHOL
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THAI HEALTH MINISTRY HAS BEEN VERY ACTIVE IN SEEKING
TO REDUCE TOTAL ALCOHOL CONSUMPTION IN THAILAND
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SEVERE ADVERTISING RESTRICTIONS HAVE BEEN IMPOSED IN
RECENT YEARS. VIOLATIONS ARE PUNISHABLE WITH
IMPRISONMENT
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MOST RECENT INITIATIVE TO COMMUNICATE THE DANGERS OF
ALCOHOL CONSUMPTION ARE A SERIES OF PROPOSED
HEALTH WARNING LABELS
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GRAPHIC WARNING LABELS ON-PACK
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•
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FINAL DECISION ON THESE PROPOSED WARNING
STATEMENTS IS EXPECTED IN THE SPRING
THANK YOU
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