Transcript Document

Rating the provinces:
An inter-provincial comparison of
alcohol marketing and alcohol
warning messaging in Canada
A. Wettlaufer, S. Cukier, N. Giesbrecht
CPHA, Toronto, May 28th, 2014
Presentation Overview
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Background
WHO reports
Marketing results
Warning message results
Recent developments
Recommendations
Background- Alcohol Marketing
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Exposure to alcohol marketing, especially
among youth is extensive.
Youth exposure linked with earlier initiation
and/or increased drinking
Reinforces positive attitudes about the
effects of alcohol and drinking
The effects on certain high-risk groups,
such as individuals in recovery
and at-risk for relapse,
are unknown.
Background Warning Messages
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Comparatively very little counter messaging
Canadians are unaware of some of the risks
associated with alcohol use
 2/3 Canadians not aware that they can lower
their risk of cancer by reducing their alcohol
intake (Canadian Partnership Against Cancer, 2011)
Warning messages promote conversations and
reduce some high risk behaviours
A Comprehensive Approach
Policy Dimension
Effectiveness
(out of 5)
Scope
(out of 5)
Total
Product
1. Pricing
4
5
20
2. Control System
3
5
15
3. Physical Availability
3
5
15
4. Drinking & Driving
4
3
12
5. Marketing & Advertising
2
5
10
6 Legal Drinking Age
4
2
8
7. SBIR
8.Server Training & Challenge
& Refusal
9. Provincial Strategy
4
2
2
3
8
6
1
5
5
10. Warning Messages
1
4
4
Total:
103
WHO 2010 Global Alcohol Strategy
Reduce the impact of marketing, particularly on
young people and adolescents
 Regulate content and all forms of marketing
 Develop effective systems of surveillance
 Set up effective deterrence systems
Leadership, awareness and commitment
 Broad access to information and effective
education campaigns about the full range of
alcohol related harms
 Raise awareness of harms to others from
caused by alcohol
Alcohol advertising and marketing policy scores
Indicators:
 Comprehensive provincial marketing regulations
 content, placement, volume, sponsorship
 Powers and system to enforce alcohol marketing regulations
 Focus of the liquor boards’ websites
100
90
80
70
60
50
40
30
20
10
0
Top ranking
Middle
ranking
Bottom
ranking
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ag
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L
N
Av
PE
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N
B
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SK
AB
Average score
BC
Policy score (% of ideal score)
Advertising and Marketing Scores (% of ideal score)
Province
7
Alcohol advertising and marketing policies
Promising practices
 NB and NL place limitations on the volume of ads
 There are a number of restrictions on advertising
price (e.g. no “happy hours” or 2 for 1 deals)
Areas for improvement
 Stronger penalties for violations are needed (PEI,
ON) and some provinces lack enforcement powers all
together (NL)
 Greater restrictions on sponsorship are needed (ON,
NS, PEI) especially on sponsorship targeting younger
populations i.e. scholarships and scholastic prizes.
Warning Labels & Signs Policy Scores
Indicators:
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Status of warnings (labels and signs)
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Quality of warning messages (labels and signs)
Warning Labels and Signs Policy Score (% of ideal score)
90
80
Top ranking
Middle ranking
70
60
Bottom
ranking
50
40
Average score
30
20
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ag
e
PE
I
NL
Av
Province
NS
NB
C
Q
N
O
B
M
SK
AB
10
0
BC
Policy score (% of ideal score)
100
9
Warning Message Policies
Promising practices
 ON has mandatory warning signs re: risks associated
with alcohol use during pregnancy.
 The majority of provinces have an ‘in-house’ policy
requiring warning signs be posted at least in offpremise outlets.
Areas for improvement
 No province has implemented mandatory warning
labels on alcohol containers or packaging.
 The quality of warning messages was often poor
(vague messages with references to a limited range of
health concerns- no references made to the risks of
chronic diseases)
Warning sign messaging across the
provinces
WHO 2014- Global Status report on
Alcohol and Health
Recent Developments
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Alberta requires alcohol and pregnancy
warning messages at all points-of-sale
Halifax Region requires alcohol sponsored
events to be physically separated from
family oriented events and to incorporate
responsible consumption and safe trip home
messages
NASAC looking at recommendations around
voluntary standard drink labeling
(informational label)
Recommendations for next steps
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Implement volume restrictions on ads
Regulate all forms of direct and
indirect marketing
Strengthen quality and breadth of
warning messages
Make warning messaging mandatory
Coordinated approach
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Federal, provincial, municipal
Questions?
Ashley Wettlaufer
Research Coordinator,
Centre for Addiction and Mental Health
[email protected]
Acknowledgement: This project was funded by
the Canadian Institutes of Health Research and
with in-kind support from the investigators’
institutions